For the new shop of Pastéis de Belém, Viterbo Interior Design approached the design with one guiding principle: heritage must lead, design must follow. Rather than reinterpreting or modernizing a legacy that has endured since 1837, the studio focused on revealing and protecting its essence. The traditional craft, rituals of production, and iconic visual language remain untouched and central. Their role was to quietly support this heritage through contemporary spatial solutions – optimizing flow, comfort, lighting, and materials – so the experience feels natural, timeless, and effortless to today’s visitor.
According to the studio, the challenge lay in expanding an institution of such cultural weight without diluting its authenticity. Growth demands new standards of efficiency and durability, yet any visible intervention must be restrained, respectful, and almost invisible. Every design decision was therefore measured against a single question: does this serve the tradition or distract from it?
The new shop was thus conceived as a carefully calibrated addition to the existing historic space, expanding the brand’s presence while fully respecting one of Portugal’s most treasured institutions, whose origins date back to 1837. This project does not replace the original shop; it complements it, ensuring continuity while responding to contemporary demands. The design was guided by a clear principle: tradition must remain intact, visible, and dominant. As such, the intervention is intentionally restrained, allowing history to lead while contemporary design quietly supports it.
The new space introduces subtle yet essential improvements: enhanced circulation, greater comfort, carefully considered lighting, and robust, timeless materials designed to age gracefully. These elements ensure operational efficiency and an effortless visitor experience without compromising authenticity or character. In parallel, the original, historic shop is also undergoing renovation with completion scheduled for April 2026. Together, these two phases represent a thoughtful evolution – one that safeguards the legacy of Pastéis de Belém while ensuring it remains vibrant, relevant, and fully prepared for future generations.
This project is conceived as a celebration of timber as architecture, where wood defines structure, rhythm and atmosphere throughout the interior. The space unfolds through a carefully orchestrated sequence of arches, columns, wall panelling and coffered ceilings, all executed in solid oak, selected for its structural strength, longevity and refined grain.
The oak was specified not only for its aesthetic richness, but also for its technical performance. All timber elements were treated with a certified fire-retardant system, ensuring full compliance with safety requirements for a food retail environment, while preserving the natural texture, tone and depth of the wood. This treatment allows the material to meet rigorous technical standards without compromising its authenticity or tactile warmth.
The woodwork functions as a continuous architectural envelope. Hand-finished solid oak columns establish a strong spatial rhythm, while softly curved arches and bespoke coffered ceilings demonstrate a high level of carpentry precision. Every junction, moulding and transition was individually designed, ensuring visual continuity, structural integrity and long-term durability.
A defining aspect of the project is the dialogue between timber and other noble materials. Handcrafted ceramic tiles and stone floors provide contrast and balance, allowing the oak to act as the emotional and architectural anchor of the space. Discreet brass details, integrated at column bases and key junctions, add refinement while protecting high-contact areas – an approach that merges beauty with performance.
The project was led by Gracinha Viterbo, an internationally recognised interior designer renowned for her expertise in classical and heritage-inspired interiors, and developed by her highly specialised design team. With decades of experience in high-end residential and retail projects, the studio brings a profound understanding of proportion, craftsmanship and material integrity to every commission.
This long-standing expertise allows each project to be approached as a bespoke and exclusive creation, where traditional craftsmanship is elevated through rigorous design thinking and meticulous execution. The value added lies not only in the architectural vision, but in the ability to coordinate master craftsmen, oversee complex timber works and ensure uncompromising quality at every stage.
This project stands as a clear expression of that philosophy – where oak is elevated from material to architecture, craftsmanship becomes a defining luxury, and classical principles are reinterpreted through a contemporary, refined lens.
