Lisbon’s popularity has boomed over the past years and the region has become a short break favourite thanks to its rich history and vibrant culture. I visited the city to discover the luxury options centred around Avenida Da Liberdade, a tree lined 18th century boulevard connecting two squares (Praça dos Restauradores and Praça Marquês de Pombal) and officially Lisbon‘s luxury district.
It’s the place to go if you want to shop seriously (the avenue has attracted over 50 luxury brands over the past 10 years, home to famous names and Portuguese fashion favourites) plus some of the city’s very best hotels and finest restaurants. At 2.5 km the avenue is easily walkable (take comfy shoes for the cobbled pavements) with plenty of shade provided by the acacias and palm trees.
Where to Shop on Avenida Da Liberdade
Like many other major European boulevards, Avenida da Liberdade was inspired by Paris’ Champs-Elysees and French designers are top amongst the luxury brands. The first luxury brand to open its own shop was Louis Vuitton in 2004, followed in 2008 by Prada and Gucci. In the last 8 years, more than 40 brands, most of them international have chosen Avenida da Liberdade to open a flagship store.
Entering a luxury store often feels like entering an art gallery. Be sure to check out the Dior store where a spectacular sculpture designed by Joana Vasconcelos hangs over the entire length of the twenty-metre-high staircase. An imposing and exclusive chandelier also by Joana Vasconcelos welcomes customers at Boutique dos Relogios Art Plus, a store dedicated to selling timepieces, jewellery and other luxury accessories. Here you’ll find watches from the main Swiss brands such as Breguet, Blancpain, Breitling, Hublot, IWC and Longines, among others along with jewellery from Buccellati, Graff and Piaget.
However, it you’re looking for some unique jewellery with a Portuguese flair, in the heart of Avenida da Liberdade, a two-floor boutique showcases the exquisite artistry of jeweller Maria Joao Bahia. Maria João, who also holds the title of Countess of Bahia, has built a name in Portugal and abroad with her unique pieces of art.
At the Andre Oticas Atelier, customers can watch their sunglasses being made by hand with all the mastery and savoir faire of the artisanal techniques of glasses making. Everything is possible from producing a piece thought up and designed by the customer to reproducing an old model, always taking anatomical measurements into account.
The Avenida da Liberdade not only has all the high-end brands you’d expect from a luxurious shopping district but also some unique ones to Portugal including Luis Onofre, a handmade shoe designer with an international profile and patronage from some of the world’s most famous women from Michelle Obama to Princess Letizia of Spain. His signature triangular block heels are unique and many of the designs and colours great fun, if you’re looking for a distinctive pair of shoes this is the place to come.
Shop Tax Free
A big bonus for British travellers to Lisbon is that they can now shop tax free. It’s a perk available to non-EU residents and is an extremely straightforward process. Look for a store participating in the Tax-Free shopping scheme. Look for signs indicating this or ask the shop staff. You’ll need to spend a minimum of 61.50 (vat included) euros and when you buy something inform the cashier that you want to make a tax-free purchase and provide your passport or other proof of non-EU residency.
The store will then provide you with a tax-free form (paper or digital). When leaving Portugal (or the EU), you’ll need to have your tax-free forms validated by customs by showing your purchases (it’s best to keep the goods unused with original packaging), receipts and passport to the customs officer. Customs will then stamp your tax-free forms. After customs validation, you can claim your refund (either cash or credited to your credit card) up to 15% at Global Blue or Planet Payment designated tax refund counters.
The bottom line is that significant savings can now be made on luxury goods, so much so that the savings made can effectively pay for your mini break. If it’s a special birthday or anniversary, and you’re thinking of treating a loved one to an expensive watch or piece of jewellery or simply want to treat yourself to that pair of designer shoes you’ve always wanted, the tax-free benefits are well worth it and combined with a stay in Portugal’s vibrant capital, it’s win, win all round.
Where To Stay on Avenida Da Liberdade
The avenue offers an array of hotels from historic palaces to modern establishments. My home for 3 nights was Heritage Avenida Liberdade Hotel, a beautiful boutique hotel in an 18th century building with a contemporary interior courtesy of the designer Miguel Câncio Martins. The restoration maintains all the elements of the 18th century facade, the Pombaline azulejo tiles inside the building have been restored together with the wooden shutters, with their original iron fittings. Câncio Martins is famous for having designed Buddha Bar in Paris, Strictly Hush in London and Man Ray in New York and his distinctive trademark is evident in the ample and cosmopolitan space of the hotel lobby.
The 42 spacious air-conditioned rooms, include many of the original architectural details, shutters to block out that gorgeous Lisbon light, Molton Brown bath products and complimentary port. The hotel also has a fitness centre which includes a range of equipment and a petite pool. I loved looking at the old black and white photographs of the avenue in times gone buy and that the reception was an old 18th century herbalist shop.
The location is also a big plus, smack on the avenue, in the centre of Lisbon, 20 minutes from the airport and walking distance of the city’s main attractions. For an upscale, historic hotel, Heritage Avenida Liberdade Hotel was hard to beat but although it does have a small indoor pool, I missed the sense of space and fresh air you get from swimming outside.
So, a chance for a swim in The One Palacio da Anunciada gorgeous infinity pool, overlooking the gardens and 100-year-old dragon tree was a welcome treat. Housed in a 16th-century palace, this magnificent hotel (minutes from Avenida da Liberdade) blends exquisite original architecture with modern amenities and facilities, including the outdoor swimming pool, a Portuguese restaurant, wine, and tapas bar, unique event spaces, and the Despacio Spa at The One with a 24-hour gym and personalized facial and body treatments.
Relais and Chateaux always everyone’s favourite has a property on the avenue, Valverde Lisboa Hotel & Garden is hidden behind a discreet door. All the more charming for its hidden character, the hotel evokes the air of a stately town house with its perfectly polished design. The deep colours that shade the walls contrast with the bright tones of the fabrics and cushions. A clever mix of retro details and antiques, vintage furniture and art prints extends from the entrance to the rooms. As you’d expect with a Relais Chateaux property, this boutique hotel also has a fabulous restaurant.
Where To Dine
Avenida de Liberdade boasts an array of high-end restaurants and smaller cafes, offering everything from Michelin-starred dining experiences to traditional Portuguese cuisine. The culinary scene here is testament to Lisbon’s rich gastronomic heritage, blending contemporary flair with classic flavours.
JNcQUOI offers an unforgettable dining experience. In case you were wondering how to pronounce, it’s Je ne sais quoi (obvious when you think about it) and roughly translated means something (such as an appealing quality) that cannot be adequately described or expressed, which perfectly sums up the restaurant. It’s a place where fashion, food, art, music and entertainment meet – a Deli bar (the place for drinks and a light meal with live DJ entertainment after 8pm plus be sure to check out the loos!), a grocery, an Assouline fine books corner and fashion store along with the restaurant itself.
JNcQUOI Avenida features an open kitchen led by Chef António Bóia and Chef Gonçalo Ribeiro. It is in this space that traditional Portuguese and international cuisine are reinvented, always with a surprising touch that elevates the dining experience to another level. Big Bottle Day is a unique event in Portugal, promoted by JNcQUOI Avenida since 2019, offering all customers the opportunity to taste unique wines served from large-format bottles (6 to 18 litres). JNcQUOI Avenida has a great vibe and is justifiably one of thee top restaurants in Portugal – it’s no surprise that Madonna has been known to visit during her stay in the city.
They’re into unusual restaurant names along the Avenue de Liberdade but that actually make perfect sense. Seen Restaurant and Bar, so called because it’s the place to see (the view from the rooftop bar) and be seen (it’s where all the beautiful people hang out) to be part of the cool scene “seen”. The decor is inspired in the Art Deco style and the breathtaking views over the city hills from the 9th floor of Tivoli Avenida Liberdade hotel combine perfectly with a flavour packed menu by chef Olivier da Costa.
Culture Along The Avenue
Beyond its culinary and shopping allure, Avenida da Liberdade is steeped in culture. The district is home to several art galleries, theatres and historical landmarks, offering a vibrant cultural experience. Museu Medeiros e Almeida contains a remarkable art collection assembled over many years by António de Medeiros e Almeida, a businessman who found in art a passion which he would enjoy throughout his life.
Over 2,000 works are displayed, from Chinese terracotta to porcelain, Portuguese and French furniture, Dutch and Flemish paintings, watches and jewellery. If you enjoy private residences that were turned into museums (such as New York’s Frick Collection or London’s Wallace Collection), you’ll want to visit this late 1800s mansion just of the main avenue where António de Medeiros e Almeida lived and collected the works of art.
A visit to Lisbon should also always include an opportunity to listen to fado, Portugal’s melancholic musical genre, mourning voices expressing longing, accompanied by an acoustic and a Portuguese guitar. Tasting Fado at the historic Tivoli Theatre on the avenue offers a guided tour of the theatre, a fado show, glass of port and another of Portugal’s iconic staples a pastel de nata (custard tart).
Although it wouldn’t be difficult to spend a couple of days purely on the Avenida da Liberdade, shopping and dining, the avenue is perfectly placed to explore Lisbon’s main attractions. The historic centre, the Bairro Alto and Chiado districts and Lisbon’s most iconic square Praça do Comércioare all within easy walking distance. During the Second World War, spies stayed in hotels on the avenue and in 1957 it was crossed by Queen Elizabeth 11 and Prince Philip on their way to the Edward V11 Park. Nowadays, the avenue’s unique combination of luxury, culture, fine dining options, local charm and top-notch shopping opportunities make it a standout destination for those seeking an upscale, sophisticated and elegant break.
For more information on Avenida da Liberdade visit online. For more information on Lisbon visit the national tourism website.
