The movement is not characterized by any single architectural style or artistic school, but rather unified by common themes, including leisure, wellness, exoticism, and heterotopia.
In time, rich businessmen also built summer houses, including Jorge O'Neil, a tobacco baron, and Henrique de Sommer, who became Portugal's leading cement producer.
They were eclectic, both in their individual designs and in the wide range of architectural styles chosen by the owners, and aimed for a high level of external decoration.
[12] The Palácio do Conde de Castro Guimarães used a Revivalist approach that included Neo-romanticism, Neo-Gothic, Neo-Manueline and Neo-Moorish styles.
Nevertheless, the building of exotic summer houses continued and extended to neighbouring Estoril, which was becoming a popular resort area and opened a casino in 1916.