Façade Colors and the Transformation of Urban Landscapes: A Case Study of Tourism Gentrification in the Neighborhood of Mouraria, Lisbon

This research paper examines the relationship between tourism gentrification and the transformation of urban areas, with a focus on the role of façade colors in this process. The study explores façade color as a crucial component of a changing sensorial landscape that accompanies the cleanup and renewal of façades and streets for the purpose of tourism investment. It contrasts the loss of heritage and community with the tourism marketing of a historic neighborhood exemplified by new façade colors, which affects the community’s affective bond with their neighborhood. Drawing on a case study of Mouraria in Lisbon, this paper employs walking interviews to gain a deeper understanding of its changing sensorial landscape and loss of authenticity. The findings show that in touristifying neighborhoods façade color becomes a socio-spatial marker of exclusion, triggering place memory and belonging and is often ignored as a cultural asset in favor of color schemes that stand out to attract tourism.