From Chicago and Milwaukee: A Journey through Architecture and Opportunities for Portuguese production
“Dear Diary… After a few days of rest at the beach, I'm back from an inspiring trip across America, passing through Chicago, the city where architecture is the protagonist in every corner.
“Deeply impacted by the harmony between past and future, in a setting where skyscrapers dominate the horizon and creativity seems endless. Now, with new ideas and renewed energy, I'm ready for another period of sharing about the essence of Portugal, it's good, as I bring the best of Design and Industry as a source of inspiration from this continent to our country.”
This is how we opened the last Newsletter sent, after Joana's arrival from the United States of America and an inspiring journey of exploration and multiple experiences, in iconic cities like Chicago and Milwaukee, each with its own unique charm and identity, and with a lot to offer both in terms of design and architecture as well as culture.
The experience proved to be not only a personal enrichment, but also an opportunity to observe how Portuguese brands are gaining ground in the American market, alongside the increase in tourism and popularity of our country.
Chicago: The City of Architecture
Chicago It is known worldwide as an architectural mecca, and in fact, does not disappoint.
With skyscrapers that defy the sky and an urban panorama that mixes past and future, This city is a true paradise for any design and urbanism lover. Walking the streets of Chicago is inspiring: the innovative architecture of the buildings, such as the famous Willis Tower and Cloud Gate, as well as female proposals, to Aqua Tower and Vista Tower by Jeanne Gang , the latter with 101 residential floors, it's at West Loop Projects from Tina Manisos, even challenge the limits of creativity.
Furthermore, we visited the nearby countryside, where serenity contrasts with the energy of the city, showing us a different face of America, more connected to nature and well-being.
Senior Tourism and the Growth of the Sector
Another highlight of this trip was the visit to a tourist destination specializing in the senior sector. This segment, rapidly growing, represents an interesting opportunity for both tourism and brands that can respond to the needs of this audience. Innovative solutions, comfort and authenticity, areas in which Portugal stands out, are highly valued by senior visitors, and we note that there is great potential for Portuguese brands to increase their presence in this market.
A Visit to Madison's Friends
Taking advantage of the proximity, we visited teenage friends, Madison, to capital of Wisconsin. We were exchange’s student and we wanted to go back there, and we ended up living unforgettable moments with people who welcomed us as if we had seen each other yesterday! Madison is famous not only for its incredible natural beauty, but also for its rich architectural heritage, very influenced by Frank Lloyd Wright. Wisconsin's Natural Landmark Architect, left its mark on the landscape of the city and the state, with several significant works. Its unique style and design philosophy integrated with nature, continue to inspire architects and architecture lovers to this day.
Milwaukee: Renewal and the Future
From Madison and after a day in Door County, We continue to Milwaukee, a city that, at first sight, may appear more discreet, but is experiencing a remarkable transformation, and where we experience the charm of an American city undergoing rapid change. The recovery of older neighborhoods, the renovation of urban spaces and the construction of modern infrastructures such as the Milwaukee Art Museum, with the iconic building designed by Santiago Calatrava, These are clear signs of a city undergoing full renewal.
Milwaukee maintains a deeply American spirit, but it is also a city open to innovation and creativity. Its urban metamorphosis paves the way for new opportunities for brands that operate in international contexts and that, like the Portuguese, are recognized for their quality, design and adaptability.
The Growth of Tourism and the Popularity of Portugal
During our stay, we were warmly welcomed, which allowed us to realize something important: the popularity of Portugal as a tourist destination is a reality in the USA. This trend, confessed by our own friends, is reflected in positive competition for Portuguese brands, who are finding a market with great potential in this country. The increase in American tourists seeking Portugal, and its products reinforce the connection between the two countries, and opens doors to new collaborations and commercial partnerships.
We feel that Portuguese brands have everything it takes to continue gaining ground in the United States, thanks to its combination of tradition, innovation and excellence, that so attract the American public.
Now it's time to do the homework, both by our industry and by our tourism managers!
This trip was an inexhaustible source of inspiration, not just for the urban landscapes and vibrant architecture, but also because of the potential we saw for Portuguese authenticity and innovation in the American market. The warm welcome we received and the enthusiasm with which they told us about Portugal, very different from a few years ago, show that we are on the right path to further strengthen this transatlantic relationship.
Let's continue working with what Portugal does well!