Nature takes shape in a shop: “Alma da Serra” opens at the Monserrate hunting grounds

This Friday, 7 November, at 4:30 p.m., Parques de Sintra will inaugurate a new shop concept, distinguished by the uniqueness of its products and its rustic, authentic atmosphere.

Located in the Monserrate hunting grounds, next to the entrance to the Park and Palace of Monserrate, Alma da Serra [Soul of the Hills] embodies the natural richness of the Sintra Hills and the spirit of Sintra itself through locally sourced and sustainable products. The space will also host temporary exhibitions and themed workshops.

In the heart of the Sintra Hills, the building that now houses Alma da Serra has been carefully restored and refurbished by Parques de Sintra. It reflects the store’s rustic, natural, and sustainable concept, both in its architecture and in its décor, which makes use of elements from Parques de Sintra’s own collection, giving them a new life.

João Sousa Rego, Chair of the Board of Directors of Parques de Sintra, explains the motivation behind this project: ‘We created Alma da Serra because there was a need for a space that would highlight products originating from the Sintra Hills and from local craftsmanship. Many of the items available in this shop follow the rhythm of the seasons and what each time of year provides. This is also a way of raising awareness about respecting nature’s processes and the time they require. In this sense, Alma da Serra goes beyond the commercial aspect; it will also be a space for environmental awareness, with a variety of activities.’

‘The new shop is aligned with the strategic principles that guide Parques de Sintra’s work, particularly with regard to strengthening partnerships with the local business and community sectors, as well as promoting sustainability and adaptation to climate change,’ emphasises João Sousa Rego.

Opened in the heart of autumn, Alma da Serra will begin by offering products typical of this season, such as firewood, bags of pinecones, Christmas fir trees, seeds, wooden bases in various sizes, branches for decorations, honey, and candles made from natural wax. In addition, a range of locally produced goods will be available, including Colares wine, Sintra biscuits, and Sintra gin, among others. Visitors will also find a selection of sustainable, nature-inspired textile and decorative items.

Alma da Serra is located in the Monserrate hunting grounds, next to the car park and picnic area, and is open to the general public. Opening hours are from 9:00 a.m. to 5:30 p.m., every day, with a lunch break between 12:00 p.m. and 1:00 p.m.