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How to revitalize Avenida dos Aliados in Porto as a luxury shopping destination? - integrating retail into the urban experience
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The project aims to revitalize Avenida dos Aliados in the city of Porto as a luxury shopping destination. Research was conducted by analyzing other luxury shopping destinations worldwide and the existent offer in the city of Porto. Interviews to luxury clients and experts were conducted to understand the luxury consumer behavior and the current perception of Avenida dos Aliados. With the collected insights, four main different groups of consumer were identified. To address the main research question, recommendations were divided into four topics. Despite the importance of having the right luxury brands, Avenida dos Aliados needs to be able to offer a cultural and urbanistic experience to consumers because the trend to spend money and time with experiences rather than things is growing. Therefore, this individual project presents a research on how to transform Avenida dos Aliados into a place that offers a pleasant and complete experience to consumers and the importance on considering the Avenue as a central point that connects relevant surrounding streets.
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Luxury Retail Porto Portuguese consumer Urban development