Thank you Janet!
I do think that Aphelandra prismatica probably is the plant, though I don't remember having seen the whitish spot in the throat of the flower like in the plant on Brazil.com but that seems to be is a cultivar: 'Poço das Antas' so that could explain it.
I don't think it could be anything else..
http://www.brazilplants.com/ac...
It is strange there is so little photo material of the plant on the web..
I had been searching in the Acanthaceae family earlier as it looked so close to the well-known Pachystychas but didn't find anything matching!
Brazilplants.com site might certainly be useful for others, I still have piles to ID!