In 2018 Lisbon was trending, but with the tourism also came gentrification. In just 3 years the number of Airbnbs skyrocketed by 400%, putting pressure on rents that rose by 40%. To help the residents pay the increasingly high rents, Minipreço, a supermarket belonging to the DIA international group, created an out-of-home advertising network on their clotheslines, with all the profits going to the families living there.