Silveira, Catherine daPinkhasov, MichaelCosta, Mariana Melo Lopes Garcia da2022-06-032022-06-032022-01-192021-12-17http://hdl.handle.net/10362/139336The 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. The individual Project focuses on communicating Avenida dos Aliados as an attractive location so that luxury businesses see the need and potential to be present there. The paper defends why it is worth investing in the city of Porto and provides data regarding the current prime retail overview in the city of Porto. Successful cases are analyzed as benchmarking, resulting in a suggested strategy and communication tools for Avenida dos Aliados.engLuxuryRetailPortoPortuguese consumerUrban developmentmaster thesis202998304