São Paulo/South Central

Although the South Central looks more or less homogeneous when compared to its contrast-filled neighbors, it may be separated in two areas in terms of history. The north and east part of the district (Vila Mariana, Moema, Saúde e Jabaquara) emerged with the growth of São Paulo in south direction, and are strongly residential with middle to high class neighborhoods, with high level of verticalization. These districts contain a large number of descendants of Japanese immigrants, who typically have moved from other parts of the city after their social ascension. Annually, the region hosts the Festival do Japão, the largest event of the Japanese community of São Paulo.
The southwest part of the district (Santo Amaro, Campo Belo and Campo Grande) were until 1935 part of the municipality of Santo Amaro, which also included what today is São Paulo's Far South region. Santo Amaro was the center of this municipality, and remains until the present the day as the "center more important than the center" for many people that live in the districts corresponding to the extinguished municipality. Today, Santo Amaro, Campo Belo and Campo Grande form an important business and industrial area for São Paulo, and that is where the Congonhas Airport is located. However, the continuous expansion of São Paulo in south direction has resulted in residential growth to also "invade" these districts.

By Metro and train

These are the Metro and train stations located at each district:

• Vila Mariana: Paraíso, Ana Rosa, Vila Mariana, Santa Cruz, Chácara Klabin
• Saúde: Praça da Árvore, São Judas, Saúde
• Jabaquara: Conceição, Jabaquara
• Santo Amaro: Santo Amaro, Largo Treze, Socorro, Morumbi
• Campo Grande: Jurubatuba

The districts of Moema and Campo Belo are expected to be fully integrated into the Metro/train network around 2015.

By car

Most parts of the region can be reached by car from Corredor Norte-Sul, originating from the Center, Av. dos Bandeirantes, originating from the West, and Av. Dr. Ricardo Jafet, originating from the Southeast. Depending on where you are and where do you want to go other ways may be more efficient.

By bus

For buses, check the SPTrans website for routes and itineraries (only in Portuguese).

The metro, train, bus and car are the natural way of getting around in the region. Outside Parque do Ibirapuera, the South Central is not great in terms of sightseeing and has not many interesting places to be explored on foot.

On foot

Visitors who want to see less cars and more people may explore the area of Largo 13 de Maio, the de facto "city center" of the extinguished municipality of Santo Amaro. For those who prefer more upscale places, one option is Avenida Ibirapuera and its surroundings, in Moema.

By bicycle

Cycleway Marginal Pinheiros (see São Paulo main section) is partly located in the South Central. There are also approximately 3.3 km of cycleways in Moema, located at Av. Pavão, Av. Rouxinol and Av. Iraí, that all cross Av. Ibirapuera. There are other 6.5 km of "cycle routes" in the same region, where cyclists have preference but not a dedicated lane.
A large portion of Ciclofaixa de Lazer (see São Paulo main article) is also in the South Central region and it is a great way to explore the region on two wheels.

• Parque do IbirapueraWith 1.5 million square meters, this is the most frequented leisure area in São Paulo. It has paths for walking and jogging, bikeways, woods, lakes, sport courts and areas for relaxation that attract city residents of all ages. Bicycles can be rented also. It receives up to 150 thousand visitors on weekends. There are other important attractions at Ibirapuera, listed below. It also has frequent free music presentations by national and international artists. Ibirapuera was inaugurated in 1954, during the celebrations for the city’s fourth centennial. Oscar Niemeyer, renowned Brazilian architect, designed several of the buildings. Watch joggers, dog-walkers and all kinds of street vendors, and sit down on a patch of grass and listen to the birds singing: this is one of the few places in São Paulo where you can do just that. If you feel like it, you can even enjoy a Caipirinha from one of the cardbord-box bars you will find close to the entrances. Also buy the sweet and tasty coconut/nougat-sweets that are sold by many vendors in the park. Nearest Metro is "Vila Mariana" and then a short taxi ride, a bus or a 20 minutes walk down the Rua Sena Madureira. You also can walk for around 20 minutes through Brigadeiro Luiz Antonio Avenue, from "Brigadeiro" Station (Green Line), in Avenida Paulista. You also can take a bus from the station directly.

• Museu de Arte Moderna

  address: Parque do Ibirapuera, portão 3 - s/nº
  With excellent exhibits, a varied schedule of independent movies and a boutique restaurant.

• Oca

  address: Parque do Ibirapuera
  An exposition center that looks like a flying saucer, designed by the premium architect Oscar Niemeyer. Exhibits outstanding temporary shows, such as Picasso, Painted Bodies, and Warriors from China.

• Museu Afro-Brasileiro

  address: Parque do Ibirapuera
  Tells the story of Africans in Brazil and their influence on our culture. The collection includes emotionally moving objects and documents.

• Pavilhão Japonês

  address: Parque do Ibirapuera - portão 10, Moema
  Based on the Katsura Imperial Villa in Kyoto, was built in 1954 to represent the friendship between Brazil and Japan.

• Obelisco de São Paulo

  address: In front of Parque do Ibirapuera
  The 72-meter high mausoleum contains the remnants of 4 students and 713 combatants who perished during Revolução Constitucionalista de 32, a 1932 uprising of São Paulo against the dictatorial federal government.

• Monumento às Bandeiras

  address: Praça Armando Salles de Oliveira, Moema
  A monument sculpted by Victor Brecheret, representing the early explorers of São Paulo state, the "bandeirantes," and the multiple ethnic groups that composed the people of the state.

Catedral Metropolitana Ortodoxa

address: Rua Vergueiro, 1515 - Paraíso

The equivalent of Igreja da Sé for the Orthodox Antioch Church is one of the few remarkable examples of Byzantine architecture in Brazil.

Borba Gato statue

address: Avenida Santo Amaro 5700, Santo Amaro

Statue of São Paulo's most famous explorer (bandeirante), Manuel de Borba Gato.

Igreja Matriz de Santo Amaro

address: Largo 13 de Maio, Santo Amaro

Santo Amaro was once a city separate from São Paulo, and Igreja Matriz was its central church; it is now a cathedral. The small wooden image of Saint Amaro in the church dates from 1560, although the church is from 1907.

Museu Lasar Segall

address: Rua Berta, 111 - Vila Mariana

Museum dedicated to Brazilian-Lithuanian modernist artist Lasar Sagall. Also hosts exhibits and art courses.

• São Paulo Golf Club

  phone: +55 11 5525-9255
  address: Praça Dom Francisco de Souza, 540 - Santo Amaro/Campo Grande
  São Paulo's golf club, founded by British immigrants.

• Parque da Mônica

  phone: +55 11 5541-2530
  address: Avenida das Nações Unidas, 22.540, Campo Grande
  The largest indoors theme park of Latin America, with 15.4 thousand square meters and owned by Brazilian celebrity (and richest woman) Xuxa Meneghel. Its decoration and attractions are mainly focused at children, although most can be enjoyed together with adults.

Theaters and Concert halls

A list of performances being carried in the city (as well as a full list of theatres) can be found in various websites, including: , , ; it is better to choose the theatre by the performance you want to see.

• Auditório Ibirapuera

  address: Parque do Ibirapuera - portão 2, Moema
  a building that was already foreseen in the original project of Oscar Niemeyer in 1954. Conceived for musical presentations, its 20 meter back door, when opened, allows it to cater for about 20 thousand people.

• Cinemateca Brasileira

  address: Largo Senador Raul Cardoso, 207 - Vila Mariana
  Movie theater that showcases cult movies. Also has an extensive archive of all productions of Brazilian cinema.

• Citibank Hall

  address: Av. das Nações Unidas, 17955 - Santo Amaro
  One of the largest concert halls of Latin America, accommodates up to 7,000 people. Exhibitions of famous Brazilian and international artists.

• Tom Brasil

  address: R. Bragança Paulista, 1281 - Santo Amaro
  Another concert hall in Santo Amaro for large scale events. Accommodates up to 4,500 people.

• SESC Vila Mariana

  address: Rua Pelotas, 141, Vila Mariana
  Plays many concerts of Brazilian musicians. Many of them are free

• Teatro Alfa

  phone: +55 11 5693-4000
  address: Rua Bento Branco de Andrade Filho 722 - Santo Amaro

• Teatro Paulo Eiró

  phone: +55 11 5546-0449
  address: Av. Adolfo Pinheiro, 765 - Santo Amaro

Events

• Festival do Japão

  address: Centro de Exposição Imigrantes
  The largest event of the Japanese community in São Paulo. This three-day event, that happens in July, includes a shop gallery, presentations of both traditional and Japanese culture, an immense fair of typical food, and a Japanese descendant Miss contest. Attracts around 180,000 visitors.

• Bienal de Arte

  address: Pavilhão da Bienal, Parque do Ibirapuera - portão 3, Moema
  Annual art exhibition with both Brazilian and international artists. Typically happens in the end of the year.

• São Paulo Fashion Week

  address: at Parque do Ibirapuera
  SPFW is the largest fashion event in Latin America and one of the five largest Fashion Weeks in the World. It happens two times per year, in the summer and in the winter. Attracts around 1 million visitors.

• Federal University of São Paulo

  address: Rua Botucatu, 740 - Vila Clementino
  UNIFESP is the most prestigious federal university of the state of São Paulo. The São Paulo campus is focused on medical and biomedical sciences, being one of Brazil's most respected and traditional schools in that field. The first hospital-school in the country, Hospital São Paulo, is located here.

• ESPMThis private institution is reputedly one of Brazil's top schools in advertising, marketing and business administration. It has two campuses in São Paulo:

• Campus Prof. Francisco Gracioso

  phone: +55 11 5085-4500
  address: Rua Dr. Álvaro Alvim, 123 - Vila Mariana

• Campus Rodolfo Lima Martensen

  phone: +55 11 5081-8200
  address: Rua Joaquim Távora, 1240 - Vila Mariana

One cannot be in the South Central region and be far from a large shopping center. The diversity of the shopping scene is also fascinating, from the affluent and indoor Morumbi Shopping-Market Place, to the popular and outdoor Largo 13 de Maio area, both in the district of Santo Amaro.

• Morumbi Shopping

  address: Avenida Roque Petroni Júnior, 1089 - Santo Amaro
  Large and traditional shopping mall of São Paulo, focused on middle class and wealthy consumers. The food court contains 21 restaurants, besides the inumerous fast foods. About 480 shops.

• Shopping Market Place

  address: Avenida Dr. Chucri Zaidan, 902 - Santo Amaro
  Just next to Shopping Morumbi, and connected to it by a walking pass. Nice cinema rooms and area for children includes a small rollercoaster. About 167 shops.

• Moema neighborhoodThe ultra-expensive Moema neighborhood contains, around Rua Cotovia, some charming streets filled with shops, including the pictoresque Rua Normandia and its colorful facades, plus other "bird-named" streets like Rua Bem-te-vi, Rua Gaivota and Rua Canário. In the vicinity you can also find nice restaurants, pubs and cafes.

• Largo 13 de Maio

  address: Santo Amaro
  The area aroung Largo 13 de Maio, in Santo Amaro, is the largest commercial district outside Downtown, being effectively the "city center" of the Far South region of São Paulo. It contains a number of pedestrianized streets such as R. Cap. Tiago Luz, R. Sen. José Bonifácio and Largo 13 de Maio itself.

• Mais Shopping Largo 13

  address: Rua Amador Bueno, 229 - Santo Amaro
  Shopping mall with a more popular profile, just next to Largo 13 de Maio. It is an interesting mix between a modern shopping mall and popular galleries like those in the Center. About 386 shops.

• Shopping Ibirapuera

  address: Avenida Ibirapuera, 3103 - Moema
  The second oldest shopping mall of São Paulo, located in a nice area of pubs and restaurants in Moema. About 435 shops.

• Shopping Metrô Santa Cruz

  address: Rua Domingos de Morais, 2564 - Vila Mariana
  The first shopping mall in São Paulo to be physically linked to a Metro station, an idea that would be followed by at least 5 other malls. This causes Shopping Metrô Santa Cruz to have a far more diverse public than the most malls of the region. About 132 shops.

• Shopping Plaza Sul

  address: Avenida Prof. Abraão de Morais, 1711 - Saúde
  Has a place for parents leave their kids when they go shopping. About 220 shops.

• Shopping SP Market

  address: Av. das Nações Unidas, 22.540 - Campo Grande
  Large shopping mall in the extreme south of the region. About 330 shops.

• Shopping Interlagos

  address: Avenida Interlagos, 2255 - Campo Grande
  Despite its name, it is located at the district of Campo Grande, not Interlagos. About 300 shops.

In the South Central area, many bars are also known for serving good food, so be sure to check also the #Drink section.
If you are on budget, you should try popular snacks (salgados) including esfiha's, empadas and pastéis. Good places to eat those can be found in the district of Vila Mariana, in and near R. Domingos de Morais, including: Rancho da Empada, Yokoyama, Jaber, Árabe Alhabeb and Pastel Croc 30.
In Moema, plenty of restaurants are located around Av. Ibirapuera, between Av. Indianópolis and Av. dos Bandeirantes. Many restaurants can also be found in the underground floor of Morumbi Shopping.

• Osnir

  address: Av. Jabaquara 538, Saúde
  Hamburger shop founded in 1969

• Charles Pizza Grill

  address: Avenida José Maria Whitaker, 1785, Saúde
  Nice pizza and barbecue restaurants in "rodízio" style (you can eat as much as you want, and you are served on your table). Offers some unusual pizzas like bacalhau (cod), shrimp and shitake

• Benedetta Bar & Polpetteria

  phone: +55 11 5056-0973
  address: R. Gaivota, 491 - Moema
  Specialized on polpetoni, and Italian dish made of minced meat. The place is open and has live MPB music.

• Matsuya

  phone: +55 11 5594-1215
  address: Rua Leandro Duprê, 848, Vila Mariana
  Nicely priced Japanese restaurant with rodízio system (eat as much as you want).

• Sushi-Kiyi

  phone: +55 11 3887-9148
  address: Rua Tutóia, 223

• Khan el Khalili

  phone: +55 11 5549-7989
  address: R. Dr. José de Queirós Aranha, 320 - Vila Mariana
  An Egyptian tea house, with characteristic decoration and even rooms where you can sit in pillows in the ground, perfect for parties. The food is not particularly remarkable, but the belly dance presentations are.

In Moema, focus on Lavandisca Avenue and its surroundings: there are several bars, both modern and traditional, as well as Italian cantinas. On the other side of the neighborhood, go to Anapurus Avenue. Good options are beer on tap at Bar do Giba on Moaci Avenue, or at Original, on Graúna Street, and pizza served at the nearby Braz restaurant. Moema is also famous for being home to most swinger clubs in the city.
In the district of Vila Mariana, good local bars are located at Rua Joaquim Távora, specially between crossing streets R. Rio Grande and R. Áurea.

• Bourbon Street Music Club

  phone: +55 11 5095-6100
  address: Rua Chanes, 127 - Indianópolis
  An intimate bar with a repertoire of live jazz and blues.

• Girassol Karaokê Bar

  phone: +55 11 5011-7099
  address: Av. General Daltro Filho, 2 - Jabaquara
  For those who love singing, Japanese-style karaoke rooms can be found here. Songs are available in Portuguese, Japanese and English. The yakisoba served here is worth tasting.

• Rhino Pub

  phone: +55 11 5095-9770
  address: Av. Cotovia, 99 (Av. Santo Amaro), São Paulo, SP, 04517-000
  Beer, football and rock'n'roll: the holy trinity is that for decades the success of pubs in England just won his place in São Paulo.

• Bar Salvador

  phone: +55 11 3586-4294
  address: Al. dos Anapurus,1488, São Paulo, SP, 04087-004

• Hotel Transamerica

  phone: +55 11 5693-4511
  address: Avenida das Nações Unidas, 18591
  Santo Amaro.

• Marriott Executive Apartments São Paulo

  phone: +55 11 3058 3000 (Reservations)
  address: Rua Professor Filadelfo Azevedo 717, Vila Nova Conceicao
  Extended stay hotel. 1-2-3 bedroom fully furnished apartments, a full-service on-site Restaurant, meeting space, concierge services and other amenities.

Budget

• 3 Dogs Hostel Sao Paulo

  address: Rua Coronel Artur Godói, 51 - Vila Mariana
  Hostel with large common area and private rooms equipped with kitchen and hammocks outside. Helpful and friendly staff.

• Ibis Budget Sao Paulo Paraiso

  phone: +55 11 5085-5699
  address: Rua Vergueiro, 1571
  Another hotel, with 300 rooms. Breakfast costs extra.

Mid-range

• Pestana São Paulo

  phone: +55 11 2187-5000
  address: Rua Tutóia, 77

• Matsubara Hotel

  phone: +55 11 3561-5000
  address: Rua Cel. Oscar Porto, 836
  Paraíso, CEP: 04003-004.

Vila Mariana, Campo Grande, and the surroundings of Parque do Ibirapuera are relatively safe, at least for São Paulo standards. However, Santo Amaro and Jabaquara are known for considerably high criminality, especially robberies. In particular, extra care is advised in the commercial center of Santo Amaro (around Largo 13 de Maio), although the area used to be much more dangerous in the past.
Campo Belo, Saúde, and the surroundings of Av. Ibirapuera have crime rates more or less in the average of the city, so use the general safety guidelines for the city of São Paulo.