On 23 June, in the Janeiro de Cima Aldeia do Xisto in Fundão, on the edge of the River Zêzere, and organised by Raiz d'Aldeia Festival, the signing of the protocol between AICEP- Portuguese Agency for Investment and External Commerce and ADXTUR- Schist Villages Tourism Development Agency took place. The main objective is to disseminate the Portugal brand internationally by enhancing the perception of its regional brands’ quality, especially those in the interior of the country. Already under this protocol, the Aldeias do Xisto will be present at Portugal's stand in the renowned design fair Tent London September.
The Janeiro de Cima Aldeia do Xisto, in Fundão, is already all decked up to welcome another edition of the Raiz d'Aldeia Festival, an international traditional music and dance event. It is in this fitting context that the signing of the cooperation protocol between AICEP - Portugal's Agency for Investment and Foreign Trade and ADXTUR - Schist Villages Tourism Development Agency will be held on 23 June. The signing of this document formalises what has already been a close collaboration between ADXTUR and AICEP. The first concrete action under this protocol will be the participation of the Aldeias do Xisto in Portugal’s standl at the renowned design fair, Tent London, taking place from 22 to 25 September in the British capital. Another participation is being set up by the Directorate-General for the Arts, which entails a pavilion representing Portugal at the London Design Biennial, to be held from 7 to 27 September under the theme "Utopia", celebrating the 500th anniversary of the publication of Thomas More's classic work (1516).
IMPROVING PORTUGAL'S IMAGE USING ITS RURAL IDENTITY
Pursuing its mission to improve the appeal of its countryside, ADXTUR sees this partnership with AICEP as a way to enhance Portugal's image through the promotion of goods and services produced in the interior of the country and the confirmation of its eminently rural identity, sectors in which the Aldeias do Xisto brand is already a national reference. ADXTUR has developed new attractions for people, knowledge, and investments, which the brand and its partners seek to capitalise on through tourism development and in related areas such as urban regeneration, gastronomy, forest management, and environmental and cultural safeguarding, among others. Basically, as stated by Paulo Fernandes, President of ADXTUR, it is to “investigate and implement new ways of captivating the interest of foreigners through projects in technical, scientific, cultural, and artistic areas", thus continuing to develop essential building blocks for path of social and economic transformation proposed by Aldeias do Xisto. A path in which the most important thing is the steps taken in terms of innovation and opening up to the outside world through the internationalisation of ADXTUR's private associates, exploring new ideas, paths, and marketing networks.
The aim is to investigate and implement new ways of captivating the interest of foreigners through projects in technical, scientific, cultural, and artistic areas.
Paulo Fernandes, President of ADXTUR
CRAFT+DESIGN+IDENTITY PROJECT PIECES AT TENT LONDON
Of the tangible actions anticipated by the protocol, the following are highlighted joint participation in actions abroad with projects in the areas of culture, nature, craft and design, in international fairs with potentially high impact on the development and commercialisation of goods and services produced within Portugal, and also collaboration and participation in activities to attract investment in previously identified markets of common interest.
The first tangible action under this protocol will be participation, in September, in Portugal’s stand at the renowned Tent London - London Design Fair, where the Aldeias do Xisto will exhibit side by side with more than two dozen Portuguese companies and designers. The Aldeias do Xisto will present works from their three Craft+Design+Identity projects: Água Musa (Muse Water) (2013), L4Craft (2014), and Agricultura Lusitana (Lusitanian Agriculture) (2016).
Located in the creative heart of the British capital across four days, Tent London - London Design Fair, brings together 450 exhibitors from 29 countries, including independent designers, recognised brands, international country pavilions, and galleries. There are more than 25,000 influential investors, sector retailers, distributors, architects, interior designers, press, designers, and other expert audiences looking for the latest proposals in furniture, lighting, textiles, and concept installations from around the world.