There are some who say that everything starts with the creation of a concept. I would say that everything starts with the culture of the gaze, with research, with the new. It’s in the middle of this process that concepts often emerge.

Today I speak of the creative process of the Project Talho do Paulo. Restrictions were felt, from the limitation of the execution time, budget, deadlines.

In a time where I was vegetarian, this project begged for a new look towards the butchers world. I started by studying the dynamics of the business, the mores, but its was in the relationship between the meat dealers and the costumers that made me go Eureka. It inspired me. This wasn’t just one more butchery. The available product adapts the clients dynamic nowadays. There’s care in the product they offer, a differentiated offer.

It is fascinating to see the meats ready and deliciously seasoned for the costumer that lives chasing time. In here exists a share of knowledge and flavours, an environment that reflects the soul of this business and those who make it come to life. It was at this moment that concept appeared.
Contrary to what happens in most project, in this one, the costumers were a big part of the search, bringing old cooking books with the most beautiful secrets of Portuguese gastronomy. We made various contacts, from family and friends with the intention to know what traditions perpetuate from their ancestry to this day.

All that dynamic and synergy that was built around this project was interesting to see. For the first time we had from clients, family, friends cooperating for a project. Each cooking secret we got, who shared it said it was the best one. The choice got difficult, but we made a selection.

The concept for this butchery was born, inspired by our gastronomic history, a richness that goes from north to south, east to west. It comes from the islands. It comes from those that previously saw in the difficulties, the best seasoning arise.

More than to eternalize traditions, we wanted to make known the best that we have. A butchery where we eternalized the history of all of those that shared their secrets.

More than to create projects, we told a story.

Fátima Gonçalves