It was inaugurated in 1891, already under the name that honors the city’s population. Until the 1950s, its character was more residential, being where the coffee elite had their mansions. From the 1960s/70s, new urban planning guidelines for the city began encouraging the construction of large commercial buildings on the avenue.
Considered one of the most important avenues in the city, Paulista Avenue is a major symbol of São Paulo. Located in one of the highest points of the city and spanning only 3 kilometers, it is considered one of the country’s main financial and business centers due to housing various bank headquarters, multinational companies, consulates, and commercial centers.
However, it’s not just its business vocation that sets Paulista Avenue apart. It is also a cultural exponent as it hosts various spaces such as theaters, cinemas, and museums.
- Gazeta Theater
Located below the iconic staircase of the Gazeta building (a media and communications group), Teatro Gazeta has a varied program.
See more: https://site.bileto.sympla.com.br/teatrogazeta/
- Reserva Cultural (Cinema)
It has 4 cinemas, as well as a coffee shop, bistro and bookstore.
See more: https://www.reservacultural.com.br/
- Casa das Rosas (Art and Culture)
Built in 1935, Casa das Rosas is now a museum. The building currently stands out as one of the few mansions from the period when Paulista Avenue originated.
See more: https://www.instagram.com/casadasrosas/ - Japan House (Exhibition Space)
The facade of the Japan House building on Avenida Paulista is striking for its beauty and complexity. With the aim of spreading Japanese culture, there is always a free exhibition there that shows a fascinating Japan.
See more: https://www.japanhousesp.com.br/en/?gad_source=1/ - Sesc Avenida Paulista (Culture, education, health, leisure)
Sesc is a private institution whose objective is to offer sporting, cultural and educational activities to associated workers from the commerce and services sector. There are several units in the city of São Paulo. Some activities are restricted to members, however, there are attractions open to the general public, such as the snack bar with very affordable prices. At the Sesc on Avenida Paulista there is a viewpoint from which you can have a bird’s eye view of the city’s most famous avenue, however it is necessary to make an appointment through the app Credencial App SP.
See the schedule and more information at Official Instagram: https://www.instagram.com/sescavpaulista/ - Itaú Cultural (Art and culture)
The permanent collection occupies two floors of the building and contains many engravings of Brazilian flora and fauna. Visiting is free.
See more: https://www.instagram.com/itaucultural/ - FIESP Cultural Center (Art and Culture)
The FIESP Cultural Center is located in an iconic building and is a space with a theater, bookstore and exhibition space.
See more: https://centrocultural.fiesp.com.br/ - MASP (Exhibition Space)
The MASP museum was founded in 1947 and houses one of the most important collections of works of art in Latin America. It is worth visiting both for the works of art and for the iconic building designed by architect Lina Bo Bardi.
See more: https://masp.org.br/en - IMS Paulista (Art and Culture)
The open ground floor and escalator facing the street invite pedestrians to go up to this building with contemporary architecture belonging to the São Paulo office Andrade and Moretin, which houses a large library, a space for seminars and debates, a bookstore and a restaurant serving Brazilian food.
See more: https://ims.com.br/en/unidade/ims-paulista/
This place, beloved by its population, is considered the heart of the city. Paulista Avenue is for everyone. And in this vibe of identification and belonging to the city, Paulista Avenue becomes a democratic place and a meeting point for the masses. In front of MASP is the focal point of the city’s demonstrations. Paulista Avenue is the stage for the diversity celebration that takes place during São Paulo’s LGBT Pride Parade. It is also where the traditional São Silvestre race occurs on December 31st. And there couldn’t be a more iconic place to celebrate the city’s New Year’s Eve, with various shows that entertain the population and fireworks to mark the passage of the new year.
Currently, in addition to these celebratory events, it is possible to enjoy Paulista Avenue on Sundays when it is closed to cars and open to pedestrians (from 10 am to 7 pm on Sundays).