São Paulo/Paulista

The 2.8-km-long Avenida Paulista is located between the Center (the "old" city) and the west (the "modern" city) and almost predictably, the avenue looks like a perfect blend between the old and modern faces of São Paulo, with historical architecture coexisting with glass skyscrapers.
The avenue is crowded day and night, with people from all ages, social classes, and ethnic backgrounds. On the avenue and in the streets surrounding it, you can find many shopping malls, restaurants, food courts, pubs, cafés, cinemas, theaters and cultural centers, from all price ranges.
But Paulista is much more than just a tourist attraction or an entertainment and shopping area. Paulista remains one of the most important business centers of the city, and it is also home to a number of education institutions. During lunch time, the food courts and restaurants are packed with workers and students from the area, who move to the pubs, cinemas and cafés when released from their daily tasks.
Perhaps Paulista is not a perfect summary of São Paulo, but represents what the city wants to be: a cosmopolitan place, filled with people who are always working hard and rushing, who are different from each other but can forget their differences and feel proud of being Paulistanos.

By metro and train

The rail network is the most practical way to get to Avenida Paulista. The avenue contains stations Consolação, Trianon-Masp and Brigadeiro of Line 2-Green of Metrô. Station Paulista of line 4-Yellow (connected underground to Consolação station) and station Paraíso of line 1-Blue are very close the avenue.

By bus

Many buses pass through Avenida Paulista and nearby streets. Generally, the metro is fastest and more reliable, making buses attractive only if your place of stay is far from a metro or train station. An exception is if you are staying near the dedicated bus corridor Av. Rebouças-Francisco Morato; in this case, you can easily reach Paulista by taking buses in the corridor.

By car

Going by car to Av. Paulista on weekdays should be avoided. Traffic is intense, often even outside peak hours, and parking can be ridiculously expensive. On weekends, Paulista is often closed for demonstrations and events.

• Conjunto Nacional

  address: Avenida Paulista, 2073
  This historical building, from 1953, marks the beginning of the transformation of Av. Paulista from a residential to a business/commercial area. It is a "multi-function" building containing a small shopping mall, services, residences and offices. The highlights are the bookshop, Livraria Cultura, and the cinema that presents both commercial and cult movies. The building's digital clock is one of the symbols of the avenue.

"Old" Av. Paulista

These are buildings and landmarks constructed before Conjunto Nacional (1953).

• House of Coronel Joaquim Franco de Mello

  address: Av.Paulista, 1919
  Oldest residence of Av. Paulista, dating from 1905 and still belonging to the Franco de Mello family.

• Colégio São Luís

  address: Rua Haddock Lobo, 400
  One of the oldest high schools of São Paulo, founded in 1867 and transferred to São Paulo in 1917. Still considered one of the best schools of the city.

• Escola Estadual Rodrigues Alves

  address: Av. Paulista 227
  The first public school in the region, founded in 1907. The school also has historical importance: it was a refuge for the combatants of the uprising, led by São Paulo, known as Revolução Constitucionalista de 1932.

• Igreja São Luís Gonzaga

  address: Av. Paulista, 2378
  The 1932 church, constructed in Greek-Roman architecture, contrasts with the modern buildings surrounding it.

• Parque Trianon

  address: Av. Paulista 1515
  The 1892 park is the most significant green area of the Paulista region. It combines features of an English garden with preserved Atlantic rainforest, plus contributions of Burle Marx, Clóvis Olga and Victor Brecheret.

• Casa das Rosas

  phone: +55 11 3285-6986
  address: Av. Paulista, 37 - Bela Vista
  Former residence from 1935, now a cultural center dedicated to poetry.

"New" Av. Paulista

These are remarkable buildings and landmarks that were constructed after Conjunto Nacional.

• Museu de Arte de São Paulo

  address: Av. Paulista 1578, Bela Vista
  São Paulo Museum of Art is also a symbol of modern Brazilian architecture. Displays a collection of works ranging from the Renaissance to Contemporary Modern. Visitors walk through rows of paintings that are hung from the ceiling. There is a restaurant in the lower ground floor. The ground floor of the museum provides a nice view of the city.

• Edifício Gazeta

  address: Av. Paulista, 900
  The tallest building of the avenue contains Faculdade Cásper Líbero (a high education institution), the Gazeta radio, TV and news agency, Objetivo (a private school), Reserva Cultural (a cinema and a theatre) and a 95-m-high TV antenna (popularly known as Torre da Paulista) that, although not particularly noticeable during the day, becomes the avenue's most imposing landmark during the night.

• Prédio da FIESP

  address: Av. Paulista, 1313
  The pyramid-shaped building is home to the Federação das Indústrias do Estado de São Paulo, a powerful union that represents 150,000 companies, or 42% of the Brazilian GDP. It is also hosts cultural expositions and Teatro Popular do SESI, a place where you can watch good quality theatrical performances for free.

• Itaú Cultural

  phone: +55 11 3257-2033
  address: Avenida Paulista, 149
  A large cultural center that hosts performances and exhibitions.

Outside Av. Paulista

• Galeria Vermelho

  phone: +55 11 3257-2033
  address: Rua Minas Gerais, 350

• Walk Avenida Paulista from one end to another. Although the main landmarks and shopping areas are in the avenue, the best restaurants and pubs are in the surrounding streets, so take a peek on them too.
• Walk Rua Augusta either in direction of the Center or the West, and see how the theme of the street change as you move from one region to another: "decadent/sexual" in the Center, "cultural/bohemian" in Paulista, and "luxurious" in the West.

• Bicicletada de São Paulo

  address: Praça do Ciclista
  Every last Friday of the month, a large group of cyclists meet at Praça do Ciclista and go around the city, in order to promote the bicycle as a means of transport. The route is typically decided on-the-fly.
• Watch a cult movie. Movie theaters of non-mainstream movies include:

• Caixa Belas Artes

  phone: +55 11 2894-5781
  address: R. da Consolação, 2423 - Consolação

• Espaço Itaú de Cinema - Augusta

  phone: +55 11 3288-6780
  address: Rua Augusta, 1475

• Reserva Cultural

  address: Avenida Paulista, 900

• CineArte

  phone: +55 11 3285-3696
  address: R. Padre João Manuel, 100 - Cerqueira César

• CineSesc

  phone: +55 11 3087-0500
  address: Rua Augusta, 2075 - Cerqueira César

Go the theater. Performances are usually in Portuguese. Check the theatres' websites for performances:

• Teatro Augusta

  address: Rua Augusta, 943

• Teatro Renaissance

  address: Alameda Santos, 2233

• Teatro Gazeta

  address: Avenida Paulista, 900

• Teatro do SESI

  address: Avenida Paulista, 1313

Events

• São Paulo Gay ParadeSee São Paulo main section.

• Réveillon na Paulista

  address: the entire Av. Paulista
  One of Brazil's largest New Year's Eve parties happens in Av. Paulista. It is celebrated with many fireworks and concerts of famous Brazilian artists. Attracts around 2 million visitors.

• Christmas celebration

  address: the entire Av. Paulista
  Avenida Paulista gets Christmas decorations in early December, but during the days before Christmas there are also special artistic presentations in various points of the avenue.

Shopping malls and areas

Most shops are concentrated in Avenida Paulista and Rua Augusta. There you can find many shop galleries selling everything you can imagine (clothes, accessories, handcraft, books, natural products, games, electronics of reliable and unreliable origin), as well as stores from major international and Brazilian chains (such as FNAC, Renner, JNE Info and Marisa). Besides, there is a number of shopping malls, typically offering services other than shops (such as food courts, banks, pharmacies and cinemas):

• Shopping Pátio Paulista

  address: Rua 13 de Maio, 1947
  The only large shopping mall in the region. About 235 shops.

• Top Center

  address: Av. Paulista, 854
  Both a shopping mall and a commercial building, a large portion of which occupied by offices related to Japan, like the Japanese Consulate and Fundação Japão. As expected, a large number of Japanese descendants and "natives" can be found in the food court during lunch time. About 59 shops.

• Shopping Center 3

  address: Av. Paulista, 2064
  The Av. Paulista floor is a big "lunch area" for workers in the region, and the actual shops are on the Rua Augusta floor. Not many shops, except on Sundays (see Feira Como Assim? on #Fairs section). Contains a large cinema focused on mainstream movies. About 100 shops.

• Shopping Cidade São Paulo

  address: Av. Paulista, 1230
  Avenida Paulista's newest shopping mall with the usual choices and some upmarket shops. Check the L'Occitane au Brésil shop for unique Brazilian cosmetics. About 160 shops.

Fairs

• Feira do MASPTraditional marker where it is possible to buy antiques and works of art.

• Feira Como Assim?

  address: Avenida Paulista 2064, Bela Vista
  Market of handcrafts and handmade clothes, based on popular markets in the Historical Center. About 218 expositors.

Speciality shops

• Eco Arte BR

  phone: +55 11 8083-8626
  address: Rua Augusta 2212 store 21
  Store specialized in Brazilian handicraft such as capim dourado ( golden grass). Golden Grass is a Brazilian plant with a natural shine and color similar to that of gold.Wide Range of items: home ornaments, sousplats, bijoux boxes, baskets, earrings, necklaces, bracelets, bags and wallets. Eco-friendly goods handmade by artisans of Jalapão region in Brazil. Creative and delicate handicraft with an unique and natural beauty.

Budget

• Black Dog

  address: Al. Joaquim Eugênio de Lima, 612
  São Paulo's most famous hot dog started in a small corridor in Al. Joaquim Eugênio de Lima, and now is a chain with 8 stores. The central store is now in a nice-looking house just a few meters from its original location.

• Pedaço de Pizza

  address: Rua Augusta, 1463

• Bella Paulista

  phone: +55 11 3214-3347
  address: Rua Haddock Lobo, 354
  A delicatessen/diner-style store and restaurant, with great food, friendly and efficient service, and good atmosphere. Always busy. They have sandwiches, steaks, croissants, soups, yoghurt, coffee, beer. A steak costs R$20.

Mid-range

• Ça-Va

  phone: +55 11 3285-4548
  address: R. Carlos Comenale, 277
  Small and cozy French restaurant.

• L'Open

  phone: +55 11 3060-9013
  Alameda Itu, 1466. Gay restaurant.

• Mestiço

  phone: +55 11 3256-3165
  address: Rua Fernando de Albuquerque, 277
  Consolação.

• Ráscal

  phone: +55 11 3141-0692
  address: Alameda Santos, 870
  Mediterranean food with self-service and "eat as much as you want" system. Specialized in salads and pasta's, with impressive quality and variety.

• Ritz

  phone: +55 11 3088-6808
  Alameda Franca, 1088,

• Tandoor

  phone: +55 11 3885-9470
  address: Avenida Doutor Rafael De Barros, 408 - Vila Mariana
  Reputedly one of the best and most authentic Indian restaurants in the city. Focused on lamb, chicken and vegetarian options.

• Flying Sushi

  phone: +55 11 3588-1613
  address: Al. Jaú, 1.567 - Jardim Paulista
  Believe or not, here, on working days and lunch time, you can eat good quality sushi and sashimi (and other Japanese/Chinese food) as much as you want for only R$ 30.

• Gopala

  phone: +55 11 3283-3867
  address: Rua Antônio Carlos, 413
  And also at nº 429. Lactovegetarian.

• L'Osteria do Piero

  phone: +55 11 3085-1082
  Alameda Franca, 1509. Italian restaurant. Oversized dishes.

• SujinhoConsolação and Maceió. BBQ till 4AM.

• Pub Kei

  phone: +55 11 3145-1741
  address: Av. Paulista, 854, lj 69
  A mix between a restaurant and a Japanese pub, this discrete place is very popular among native Japanese in business trips. A favorite among Brazilian customers is the rice curry.

Splurge

• East

  phone: +55 11 3081-1160
  Alameda Jaú, 1303. Asian cuisine.

• Spot

  phone: +55 11 3283-0946
  Alameda Ministro Rocha Azevedo, 72. To eat, see and be seen.

• Tarsila

  phone: +55 11 3179 2555
  address: Alameda Santos 1123
  The pleasant restaurant of chef Marcelo Pinheiro combines French with Brazilian food.
• Trebbiano,Alameda Campinas, 266, 11 2183-0500, Lunch and Dinner with glamour and style. ..

• A Lôca

  phone: +55 11 3159-8889
  address: Rua Frei Caneca, 916
  Underground/gay club and a city classic.

• Amsterdam

  phone: +55 11 3082-3840
  address: Rua da Consolação, 2731
  Bar and restaurant.

• Bar Geni

  phone: +55 11 3129-9638
  address: Rua Bela Cintra, 539

• Clube Sarajevo-Kossovo

  phone: +55 11 3266-0189
  address: Rua Augusta, 1385

• Director's Gourmet

  phone: +55 11 3064-7958
  Alameda Franca, 1552. Gay bar.

• Dj Club

  phone: +55 11 3541-1955
  address: Alameda Franca, 241

• Exquisito

  phone: +55 11 3151-4530
  address: Rua Bela Cintra, 532
  Bar with typical snacks from all over Latin America.

• O'Malley's

  address: Al. Itu 1529
  São Paulo's Irish bar is very popular among tourists and Paulistanos alike. Sports on screen and live music everyday.
• Prainha, Alameda Joaquim Eugênio de Lima x Av. Paulista

• Espeto de Bambu

  phone: +55 11 3258-2971
  address: Rua Haddock Lobo, 71 (nr corner with Rua Matias Aires)
  Small but pleasant bar near Consolacao metro. Live music on some nights.

• Dines Hamburger

  phone: +55 11 3285-0139
  A small, down to earth bar just off Av. Paulista, clearly aimed at locals. A refreshing and cheap alternative to some of the fancier bars in the area.

Budget

• Formule 1 Paulista

  phone: +55 11 3123-7755
  address: Rua da Conceição, 231
  Formule 1 is the McDonald's or Ryanair of hotels, with spotless professionalism and good quality, although without charm. The rooms can accommodate 3 people but the price is the same regardless of how many are staying there. Formule 1 Paulista has a great location near the metro and Av. Paulista, and the high building offers great city views. Breakfast costs extra.

• Ibis Paulista

  phone: +55 11 3523-3000
  address: Av. Paulista, 2355

• Pousada Dona Zilah

  phone: +55 11 3061-5413
  Alameda Franca, 1621.

• Royal Jardins Hotel

  phone: +55 11 4082-0000
  address: Alameda Jaú, 729 - Jardim Paulista, São Paulo - SP, 01420-001, Brazil
  It has 98 air-conditioned rooms featuring minibars and 4-star hotel facility. Located in the most upscale neighborhoods of Jardins, São Paulo, it is within close proximity of airport and Museum of Art of Sao Paulo. Apart from restaurant, spa tub, wireless Internet access and a 24-hour business center, it offers guestrooms, fitness centre, spa, meeting/banquet facilities, and Concierge service.

Mid-range

• Tryp Paulista

  phone: +55 11 31236200
  address: Rua Haddok Lobo, 294
  Good hotel in a nice area. Friendly service. Wireless internet for R$ 0.15/minute

• Mercure Jardins

  phone: +55 11 3089-7555
  Alameda Itú, 1151.

• Inter Continental

  phone: +55 11 3179-2600
  Alameda Santos, 1.123.

• Renaissance São Paulo Hotel

  phone: +55 11 3069 2233 (Reservations)
  address: Alameda Santos 2233
  Located in the exclusive Jardins area, has expansive meeting facilities, a first-class Spa and outstanding restaurants.

Splurge

• L´Hotel Porto Bay São Paulo

  phone: +55 11 2183-0500
  address: Alameda Campinhas, 266, Jardim Paulista
  L' Hotel Porto Bay São Paulo offers a central location without the bustle of the main avenue. Designed in a European style, the sophistication of this boutique hotel is perfectly complemented by high standards of service and comfort. This eighty room boutique hotel has a restaurant, SPA, indoor pool, gym and offers a very personalised standard of service.

• Maksoud Plaza

  phone: +55 11 3145-8000
  address: Alameda Campinas, 150
  Perhaps the most famous luxurious hotel of São Paulo, Maksoud Plaza hosts since 1979 performances of international and Brazilian artists. The hotel has financial problems, threatened by the competition of international hotel chains, but it remains as one of the most beautiful hotels of the city and still provides first-class services. The facade of the hotel, covered with abstract paintings, matches perfectly the cultural vibrance of Av. Paulista and contrasts with the sterile look of modern luxurious hotels.

Avenida Paulista and some surrounding streets, such as Augusta and Frei Caneca, are generally safer than most parts of São Paulo, due to the ostensive policing and high flux of people. During the night it is better to avoid the empty streets, and be aware of large groups of homeless people, which have been increasing.
The avenue has become know for its frequency of large scale protests, often of political nature. While these are not dangerous per se, things often turn awry and it is better to stay away from them if you have no business with them.

• Cyber

  phone: +55 11 3511-2580
  address: Rua Augusta, 2346
  Cybercafé 24 hr.