Porto. is a brand that not only speaks the loudest, but also finds the right places to spread its message

The brand Porto. and the success of Porto were highlighted in Muscat, the capital city of Oman, on the southeastern coast of the Arabian Peninsula in Western Asia. Mayor Rui Moreira explained why the city is so recognisable worldwide and how the brand has evolved.

This debate, which concluded Design Muscat, was held at the final Panel Discussion, at the National Museum of Oman today. The panel was moderated by Garima Bhandari and the panellists talked about the practice of design, art and architecture and the real benefits they can provide to stimulating the economy.

Rui Moreira discussed the fundamentals towards building a city, mentioned the diversity cities enjoyed some decades ago, "when every city had its own distinctive feature" and commended "Muscat's efforts in relying in their own identity".

"Diversity through heritage, that's what you have. You were able to grow keeping your style", Rui Moreira concluded.

The final debate also included Eduardo Aires, the author of the brand Porto; Paula Remoaldo, Professor of the University of Minho, and Inês Pires, a Portuguese citizen resident in Oman, working in the area of city and country promotion.

For three days, the brand Porto. was the best example of a clear identity, whose stage was the first Design Conference in the Arabian Peninsula, organised by the University of Oman.

Throughout the event, Mayor Rui Moreira also engaged in diplomatic contacts regarding investment opportunities.