Here comes a week of luxury and culture on this Lisbon avenue

Exhibitions, workshops and guided tours are what you’ll find most on the poster for the 2025 edition of Avenida Open Week, an event that brings together luxury and culture for a week, from April 5 to 11, on the grandiose Avenida da Liberdade.

Organized by Associação Avenida, this week promises to be anything but boring. All because you’ll be able to enjoy exclusive experiences that combine luxury, culture and knowledge, in 24 different spaces along this luxurious avenue in Lisbon, undoubtedly one of the most prestigious in the country.

What to do and discover over 7 days

For a whole week, from April 4 to 11, all visitors will have the unique opportunity to visit the most hidden places in various cultural and commercial spaces located on Avenida da Liberdade (or very close to it, such as the refurbished Teatro de Variedades).

The program, which is quite diverse, includes guided tours, workshops, exhibitions and open classes, providing all the curious with a privileged perspective on the reasons why this avenue is so special.

We’d like to highlight the guided tours of Cinema São Jorge, Teatro Variedades and Capitólio, so you can discover what’s “hidden” behind the curtains of these three artistic venues in Lisbon.

If your interests lie more in fashion and luxury, then you really must discover some of the secrets of brands such as GUESS, Pinki or the JNcQUOI restaurant, which will be opening their doors for exclusive styling sessions and visits to their spaces.

As for workshops and open classes, you’ll have the chance to take part in a special class at Boutique dos Relógios Plus, where you’ll learn about the history and mechanics of luxury watches; and if you like jewelry, you can explore the world of designer jewelry at Maria João Bahia.

When it comes to food and drink, the Avenida Open Week program also includes a workshop on the world of coffee at Delta The Coffee House Experience; at Libertà Kitchen you’ll have access to an Italian cooking class on how to make handmade pasta; for wine lovers, 1933 – Wine & Spirits Collection will organize an exclusive wine tasting.

Have we talked about culture yet? Not yet! The Medeiros e Almeida Museum and the Buchholz Bookshop will also be taking part in this event with guided tours and special exhibitions.

Likewise, the renowned Tivoli Avenida Liberdade and Sofitel Lisboa Liberdade hotels will be opening their doors for exclusive visits and experiences that you really can’t miss.

The program

Here are all the events taking place during Avenida Open Week, almost all of which require prior registration by March 31 in order to secure one of the available places, to info@avliberdade.com, indicating the place, day and time of the visit you want, as well as your contact information.

April 5th

São Jorge Cinema

• • Guided tour of the cinemas and backstage areas of Cinema São Jorge
    • at 11am
      • Avenida da Liberdade 175

Hugo Loureiro Tailor Made Training

• • • • • • Open Day Pilates: 4 training sessions of 45 minutes, for 4 people each
            • at 10:30 a.m., 10:45 a.m., 11:30 a.m. and 12:15 p.m.
              • Rua Alexandre Herculano 19, 1º

GUESS

• • Personal Coloring Session, accompanied by mini catering
    • between 4pm and 6pm
      • Avenida da Liberdade 195

Boutique dos Relógios Plus

• • Haute Horlogerie watchmaking class: class on haute horlogerie by a watchmaking expert
    • April 5 to 11, between 11 a.m. and 6 p.m.
      • Registration limited to: brplus_avliberdade@boutiquedosrelogios.pt
        • Avenida da Liberdade 194

April 6th

The One Palácio da Anunciada

• • Guided tour of the noble areas of the Palácio da Anunciada
  • at 4pm
    • Rua das Portas de Santo Antão 112-134

April 7th

Teatro Variedades + Capitólio

• • Guided tour of the Teatro Variedades and the Capitólio with a tour of the two buildings that will introduce visitors to the performance halls, but also to the backstage areas where the artists and technicians go through and work on a daily basis.
    • at 11am (duration: 1h30)
      • Mayer Park

Pinko

• • Styling session with fashion consultant Vera Deus
    • Individual 20-minute sessions (between 2pm and 7pm)
      • Avenida da Liberdade 36 D

April 8th

Rosa & Teixeira

• • Tailoring workshop: visit to the atelier and demonstration of how to make a bespoke suit, with Pedro Castro and the tailor
    • at 11am
      • Avenida da Liberdade 204

Teatro Variedades + Capitólio

• • Guided tour of Teatro Variedades and Capitólio
    • at 11 a.m. (duration: 1h30)
      • Mayer Park

JNcQUOI Asia + Avenida + Frou Frou + Fashion Clinic + Club

• • Guided tour led by Ricardo Felgueiras of all the spaces in the JNcQUOI universe on Avenida
  • at 15h (duration: 1h)
    • Avenida da Liberdade 182- 184

April 9th

Delta The Coffee House Experience

• • A workshop that introduces the best of the coffee world, from the origin and identification of the main coffee producing countries. The workshop ends with a coffee tasting
    • at 11am
      • Avenida da Liberdade 144 E/F

André Opticas

• • Workshop “Art of Personalization”: 1-hour talks with André Leal, during which the work developed at the Atelier will be presented, explaining the importance of personalization when combined with fashion and health.
  • 4 sessions at 2pm, 3pm, 4pm and 5pm
    • Avenida da Liberdade 136 A

Libertà Kitchen

• • Pasta Workshop: learn how to make Ravioli and Fettucine in the traditional Italian way, with Italian Chef Silvia Traina
    • at 16:30 (duration: 2 hours)
      • Rua Rodrigues Sampaio 39

Sofitel Lisboa Liberdade

• • Guided Tour: contemplate the works of art by contemporary Portuguese artists at the Sofitel Lisbon Liberdade, with a non-alcoholic cocktail tasting
    • at 17h
      • Avenida da Liberdade 127

SEEN by Olivier

• Cocktail Masterclass: enter the sophisticated world of mixology with a Cocktail Masterclass, where you’ll learn how to create two of SEEN’s most iconic cocktails: Le Citron and Drink Me.
• at 17h (duration: 1h)
  • Avenida da Liberdade 185

April 10th

Maria João Bahia

• Introduction to jewelry and the creative process with Martim de Mello and Maria João Bahia
  • at 11 a.m. (duration: 2 hours)
    • Avenida da Liberdade 102

Medeiros e Almeida Museum

• Guided tour of the temporary exhibition “Titita’s Collection of Vista Alegre Glass and Porcelain”, held as part of the celebrations of the 200th anniversary of Vista Alegre, owned by the Museum’s founder, Margarida Pinto Basto
  • at 13:30 (duration: 30 minutes)
    • Free entry (limited to 20 people, admitted on a first-come, first-served basis). No prior registration required.
      • Rua Rosa Araújo 41

Tivoli Avenida Liberdade

• Guided Tour of the Art Installation: discover the latest art installation in the hotel lobby and immerse yourself in the creative universe of the guest artist
  • at 17h (duration: 1h)
    • Avenida da Liberdade 185

April 11th

1933 – Wine & Spirits Collection by garrafeira Nacional

• Wine Tasting: discover the art behind exceptional wines at the newly opened 1933 – Wine & Spirits Collection store, an exclusive partnership between Tivoli Avenida Liberdade and Garrafeira Nacional.
  • at 16h (duration: 1h)
    • Avenida da Liberdade 185

Buchholz Bookstore

• Guided tour of the exhibition “Herberto Helder – 1st edition”, with Joana Stichini Vilela
  • at 6pm (duration 45 minutes)
    • Limited registration: inscricoes.livrariabuchholz@leya.com
      • Rua Duque de Palmela 4

Avenida Open Week ‘s main mission is to promote the so-called Luxury District of Lisbon, which is mainly located on this avenue in Lisbon.

As a final curiosity, the Avenida Association has around 130 members, including stores, hotels, restaurants and cultural venues, promoting destinations of excellence where luxury and culture go hand in hand.

Address: Avenida da Liberdade and adjacent streets (check program)
Times: from April 4 to 11 (various times)
Tickets: free, but registration required (check program)

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