This dissertation aims to evaluate the “Lojas com História” project, questioning its victories and defeats, and trying to verify if in the creation of this “model” — comparable to others like Barcelona’s one — one can find inspiration for a problem that spreads across the country and internationally.
At the beginning of the decade of the XXI century, Lisbon becomes an important center of world tourism. If this new situation brings dividends, it also implies a change of social and economic partners as they existed until then. This tourism, which in the city of Lisbon is closely associated with its historical center, has placed against the wall a series of historical commercial establishments that did not have — or do not have — the financial resources — but also administrative resources — to deal with “turistification”. Above all, this phenomenon is compounded by the change of the rent law that evicts tenants who can not afford the same as large shops to be in central space.
To cope with this situation, the Lisbon City Council created the project “Lojas com História”, seeking to create a network of establishments to be distinguished, protected, publicized and helped in case of need. The initiative was desired by the merchants and was a popular concern: the citizens saw in this patrimonial loss an attack on the identity of the city and a displacement of the local inhabitants against international real estate speculators.
