BEST PORTUGAL BRANDS
Joana Beirão's article
We enter the new year 2026 with a full heart. ❤
This is the time to take root.
LISBON DESIGN WEEK 2025
The year of 2025 It was demanding and transformative. Made us grow, especially inside. Adding business to a digital project seemed, to depart, a simpler way. Reality has shown us that the real work happens in building the base, in alignment and conscious decision-making. From ideation to decision, we crossed a path made of discoveries, deep adjustments and challenges, until achieving a more aligned identity.
2025 gave us vision, structure and strategic maturity. We consolidate impact, we deepen identity and reinforce an essential conviction, Portuguese value lies in authenticity, in quality and know-how. O movement Industry Crafts today asserts itself as a competitive differentiator for Portugal in the global context, when linking tradition, innovation and conscious production. It also shows that the biggest challenge is not producing better, is to create real connections.
ART AND DESIGN STORE – NATIONAL MUSEUM OF CONTEMPORARY ART – WHISKING 2025
It was also a year of structural modernization. We began a conscious process of learning and AI adoption, still in the initial phase, but already structuring, and integrate the EasyDecor service as part of our DNA. A tool that expands access, the curation and digital experience of Portuguese brands in improving everyday homes. At the same time, sustainability has consolidated itself as a non-negotiable pillar. circularity and the SDGs began to clearly guide the curation of brands, including projects in a museum context such as MNAC, laying the conceptual and strategic groundwork for the vision of 2026, and for new stores and formats.
In the first half of the year we demonstrated our ability to trigger large-scale events with participation in Lisbon Design Week with more than 2500 m2 of exhibitions simultaneously, dedicated to Design, Production, Technology and Arts and Crafts, from the east of the city. However, in the second half of the year it became evident that much of this work is still not fully recognized by brands outside the ecosystem, by experts and even some peers. This awareness does not weaken us, guide us. Marks the transition to a new PFB® affirmation cycle.
Five years, five points
Rooting means choosing to stay and build
Rooting is the motto of 2026 because it translates maturity. After ideating, fit, try, connecting worlds and opening paths, the time of depth arrives. Rooting is not losing freedom, is to gain consistency, clarity and direction.
Portugal Faz Bem enters this new cycle with the conscious decision to invest in medium and long-term processes, alongside the construction of solid structures, capable of sustaining real growth.
Visibility with roots, from SEO to GEO and AI with intent
From the beginning, digital visibility was treated as a strategic and continuous process. SEO has always been a structural and, today, with the evolution to GEO and new discovery models, This work gains even more relevance.
Rooting is helping brands build a solid presence, understandable and lasting. We believe in visibility that grows over time, coherence and intention, and not in ephemeral exhibition. We will build a solid partnership in the Academy area. Good idea?
Curation as an act of depth
Curation is, for us, a challenging exercise of responsibility. That's what we learned in 2025 through training and practice. Em 2026, This paper delves into. We intend to continue events and content that generate context, relationship and thought.
The Encounters, exhibitions and other curated moments, will integrate longer processes, linking sessions branding collective, for brands and partners on a continuous path of building and sharing. With a new artistic direction, We want to create what many brands cannot do alone.
Partnerships that create common roots
The platform’s growth is based on partnerships built over time, trust and shared vision. In a fast-paced world, partnerships are business accelerators, but we believe that they only create value when there is space for the relationship to mature.
Rooting is knowing how to say no to what disperses and yes to what can grow with us, or make us grow. This clarity has made the platform’s positioning more evident, reflected in the new invitations and projects we started with 2026.
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and Industrial Tourism, territory and know how to do
Mapping and curation in Industrial Tourism are initial strategic axes, to be developed in 2026. Valuing the territory means valuing know-how, production processes and the people who continue them. Rooting means giving context to the industry and transforming it into an experiential narrative of the future, which allows us to better understand brands and products.
Gondomar appears as an example project in this context, with the Art of Filigree already mapped and specific case of valuing know-how. A territory with a strong productive identity, where industry and crafts are a living part of history and the present, The objective is to extend this work to other regions and municipalities that want to enhance their industry, crafts and local identity, no digital environment. Portugal Faz Bem positions itself as a strategic partner in Curation, Activation and Communication of these territories.
Five years that allow you to look back
Em 2026, the Portugal Faz Bem brand celebrates five years. More than a date, This milestone represents the consolidation of an identity built with vision, consistency and impact.
To celebrate it, we chose to do something unusual – to stop, go back and watch. Let's go back to PFB® Conference 2019 and organize a commemorative edition that recreates the three days dedicated to Design, to Production and Industrial Tourism, keeping the speaker panels as faithful as possible to the original format and the invitation extended to the countries Spain and Brazil.
Repeating the format allows you to compare speeches, priorities and challenges. What changed, what has evolved and what remains current. It's a clear way to measure the impact of time, of the market and decisions.
What grows from here
The most recent news emerges as a natural consequence of this path. The presence in a TV Channel, entry into two more museum stores and the consolidation of strategic partnerships, in the areas of banking and design, are signs of sustained growth.
2026 it will be a year of choice, depth and construction.
It is the year in which Portugal Faz Bem decides to take root, stay and grow consistently – a big challenge.