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Paulista Avenue (Avenida Paulista in
Portuguese Portuguese may refer to: * anything of, from, or related to the country and nation of Portugal ** Portuguese cuisine, traditional foods ** Portuguese language, a Romance language *** Portuguese dialects, variants of the Portuguese language ** Portu ...
, ''
Paulista Paulista is a municipality in Pernambuco, Brazil, with a population of 334,376 as of 2020. It has the highest Human Development Index (HDI) of the Recife metropolitan area. It is the birthplace of footballer Rivaldo and is also famous for its beac ...
'' being the
demonym A demonym (; ) or gentilic () is a word that identifies a group of people (inhabitants, residents, natives) in relation to a particular place. Demonyms are usually derived from the name of the place (hamlet, village, town, city, region, province, ...
for those born in the state of
São Paulo São Paulo (, ; Portuguese for 'Saint Paul') is the most populous city in Brazil, and is the capital of the state of São Paulo, the most populous and wealthiest Brazilian state, located in the country's Southeast Region. Listed by the GaWC a ...
) is one of the most important avenues in
São Paulo São Paulo (, ; Portuguese for 'Saint Paul') is the most populous city in Brazil, and is the capital of the state of São Paulo, the most populous and wealthiest Brazilian state, located in the country's Southeast Region. Listed by the GaWC a ...
,
Brazil Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At and with over 217 million people, Brazil is the world's fifth-largest country by area ...
. It stretches and runs northwest to southeast. Its northwest point is Praça Marechal Cordeiro de Farias ( pt) at its intersection with Rua da Consolação ( pt) and its southeast point is Praça Oswaldo Cruz ( pt) at its intersection with Treze de Maio, Bernardino de Campos, Desembargador Eliseu Guilherme, and Dr. Rafael de Barros avenues. Major crossroads on the street are Rua Augusta, Rua Haddock Lobo ( pt) and Avenida Brigadeiro Luis Antonio ( pt). Parallel to it are Cincinato Braga, Joaquim Eugenio de Lima on the Bela Vista/Paraíso side and Alameda Santos and Coronel Oscar Freire on the Jardins side. Paulista Avenue crosses sections of the neighborhoods of Paraíso, Bela Vista ( pt),
Jardim Paulista Jardim Paulista is a district in the subprefecture of Pinheiros in the city of São Paulo, Brazil. The neighborhood of the same name, located within the district, is one of the neighborhoods that make up the larger region of Jardins, and borders t ...
, Cerqueira César ( pt) and Jardim América ( pt), ending in Higienópolis. The headquarters of many financial and cultural institutions are located on Paulista Avenue. As a symbol of the center of economic and political power of São Paulo, it has been the focal point of numerous political protests beginning in 1929 and continuing into the 21st century. It is also home to an extensive shopping area and to South America's most comprehensive fine-art museum, the
São Paulo Museum of Art The São Paulo Museum of Art ( pt, Museu de Arte de São Paulo, or ') is an art museum located on Paulista Avenue in the city of São Paulo, Brazil. It is well known for its headquarters, a 1968 concrete and glass structure designed by Lina Bo B ...
. Being one of the highest points in São Paulo, it is clustered with radio and television masts, most notably that of
TV Gazeta Rede Gazeta (), also known as TV Gazeta or only Gazeta (in English, (the) Gazette Network) is a Brazilian television network based in São Paulo. History TV Gazeta was founded in 1970 in São Paulo. It is part of Cásper Líbero Foundation. I ...
. Paulista Avenue is a major hub of the subway and bus lines of the city.


Overview


Construction

Paulista Avenue was constructed in 1891 by Joaquim Eugênio de Lima (1845-1902), a Uruguayan-Brazilian civil engineer. Once a residential neighbourhood thoroughfare flanked by lavishly ornate mansions with Arabesque and European themes of the city's coffee barons and industry entrepreneurs such as the Matarazzo family. Paulista Avenue Number One belonged to the Von Bülow family, founders and operators of the
Antarctica Antarctica () is Earth's southernmost and least-populated continent. Situated almost entirely south of the Antarctic Circle and surrounded by the Southern Ocean, it contains the geographic South Pole. Antarctica is the fifth-largest contine ...
brewery. It became the first paved street in São Paulo in 1909.
Asphalt Asphalt, also known as bitumen (, ), is a sticky, black, highly viscous liquid or semi-solid form of petroleum. It may be found in natural deposits or may be a refined product, and is classed as a pitch. Before the 20th century, the term a ...
was imported from Germany to complete the project. A master plan for the avenue titled ''Plano de Avenida'' (English: Avenue Plan) was devised by Mayor
Francisco Prestes Maia Francisco Prestes Maia () (1896–1965) was a Brazilian architect, civil engineer, urban planner, and professor, who served three terms as mayor of the city of São Paulo. Biography Francisco Prestes Maia was born to Manuel Azevedo Maia and Caro ...
in 1930 during the regime of President
Getúlio Vargas Getúlio Dornelles Vargas (; 19 April 1882 – 24 August 1954) was a Brazilian lawyer and politician who served as the 14th and 17th president of Brazil, from 1930 to 1945 and from 1951 to 1954. Due to his long and controversial tenure as Brazi ...
. It was based on
David Burnham David Burnham (born 1933) is an American investigative journalist and author based in Washington, D.C. He rose to prominence in 1970 while writing a series of articles for ''The'' ''New York Times'' on police corruption, which inspired the 1973 f ...
's master plan for
Chicago (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = Country , subdivision_name ...
, and attempted to control urban growth of São Paulo. The plan promoted the decentralization of urban areas, development of automobile routes, and construction low-cost and high-density housing. The first multi-story building on the avenue was a seven-story structure at the corner of Paulista and Frei Caneca constructed in 1939. The most important of the ones which still stand to this day is
Casa das Rosas Casa das Rosas — Espaço Haroldo de Campos de Poesia e Literatura, is a museum and cultural center in the Paraíso neighborhood of São Paulo, Brazil. History Designed and built by Francisco de Paula Ramos de Azevedo, the classic French style ...
, near Praça Osvaldo Cruz in the very beginning of the long avenue. It was turned into a cultural center in the late 1980s. The house has oil/hydraulic heat radiators, a luxury only the millionaire could afford.


Modernization

Paulista Avenue underwent a massive renovation and verticalization effort beginning in the 1950s, a trend that followed president
Juscelino Kubitschek Juscelino Kubitschek de Oliveira (; 12 September 1902 – 22 August 1976), also known by his initials JK, was a prominent Brazilian politician who served as the 21st president of Brazil from 1956 to 1961. His term was marked by economic prosp ...
's vision of rapid economic expansion of Brazil. Developers pressured legislators to allow for the removal of Neoclassical, Hindu-style and Middle Eastern structures along the street. These and other buildings were torn down overnight to avoid popular resistance. The avenue became home to financial institutions and it became a symbol of the economic power of the
State of São Paulo State may refer to: Arts, entertainment, and media Literature * ''State Magazine'', a monthly magazine published by the U.S. Department of State * ''The State'' (newspaper), a daily newspaper in Columbia, South Carolina, United States * ''Our S ...
. The concentration of commerce on Paulista Avenue in the 1950s attracted a new population of middle class residents in the area, both at the expense of the city's historic downtown area. The change in economic, social, and cultural status of São Paulo, as exemplified by Paulista Avenue, attracted migration from poorer areas of Brazil and the subsequent appearance of
favelas Favela () is an umbrella name for several types of working-class neighborhoods in Brazil. The term was first used in the Providência neighborhood in the center of Rio de Janeiro in the late 19th century, which was built by soldiers who had ...
at the perimeter of the city. Paulista Avenue again underwent significant structural renovation in 1972. The "Novo Paulista" (English: New Paulista) master plan of Mayor
José Vicente Faria Lima José Vicente de Faria Lima (7 October 1909 — 4 September 1969) was a Brazilian military engineer and later politician. Biography Lima was born in Rio de Janeiro. At the age of 21 Faria Lima started his military career in the Brazilian Air For ...
significantly increased the vehicle capacity from 20,000 vehicles per day to more than 100,000 at present. All trees along the avenue, numbering 182 on the right and 140 on the left, were declared eyesores and the trees were removed to accommodate the increase in transportation routes. Current trees on the avenue, which are in number 390, are the result of replanting between 2007 and 2008.


Transportation

It is estimated that more than 800,000 commuters transit Avenida Paulista daily. The avenue is served by the city's subway system, with the Line 2 (Green Line) of the ''Metrô'' (São Paulo's
Metro Metro, short for metropolitan, may refer to: Geography * Metro (city), a city in Indonesia * A metropolitan area, the populated region including and surrounding an urban center Public transport * Rapid transit, a passenger railway in an urba ...
system) running underneath the avenue from one end to the other. This line connects the East and West sides of the metropolis having transfers to the Line 1 (Blue Line), the Line 4 (Yellow Line), the Subway Line 5 (Lilac Line) to the south side, the train Line 10 (Turquoise Line) and the monorail line 15 (Silver Line).


Points of interest

Paulista is home to a small native forest park, the Parque Siqueira Campos (English: Siqueira Campos Park), commonly called ''Trianon'', and to the
São Paulo Museum of Art The São Paulo Museum of Art ( pt, Museu de Arte de São Paulo, or ') is an art museum located on Paulista Avenue in the city of São Paulo, Brazil. It is well known for its headquarters, a 1968 concrete and glass structure designed by Lina Bo B ...
(MASP - Museu de Arte de São Paulo). MASP is known not only for its excellent collection of European and national paintings, sketches, and sculptures by Renoir, Picasso and Modernist Brazilian authors, but also for the modern architecture of its building, whose exhibition room is made of a single block of concrete and glass windows suspended and supported by two vertical concrete columns so the view of 9 de Julho Avenue and the Cantareira mountain range north of here is not spoiled. The empty space or vault covered by cobblestones is used by the Feira de Antiguidade—Antique fair—every Sunday, open movie projections and other cultural and public events. Dedicated in 1968 by Queen
Elizabeth II of the United Kingdom Elizabeth II (Elizabeth Alexandra Mary; 21 April 1926 – 8 September 2022) was Queen of the United Kingdom and other Commonwealth realms from 6 February 1952 until her death in 2022. She was queen regnant of 32 sovereign states during h ...
, MASP is, due to conformity, a city landmark. The
São Paulo Gay Pride Parade São Paulo LGBTQ Pride Parade ( pt, Parada do Orgulho LGBTQ de São Paulo) is an annual gay pride parade that has taken place in Avenida Paulista, in the city of São Paulo, Brazil, since 1997. It is South America’s largest Pride parade, and is ...
in May/June, the largest in the world, and the
Saint Silvester Road Race The Saint Silvester Road Race ( pt, Corrida Internacional de São Silvestre) is a long-distance running event, the oldest and most prestigious street race in Brazil. Regarded as the main international event in Latin American athletics, the Brazi ...
on
New Year's Eve In the Gregorian calendar, New Year's Eve, also known as Old Year's Day or Saint Sylvester's Day in many countries, is the evening or the entire day of the last day of the year, on 31 December. The last day of the year is commonly referred to ...
take place on this avenue annually.Investments of the City Hall of São Paulo – LGBT Parade
/ref> Celebrations of local soccer teams, World Cup championships and political demonstrations also have Paulista as a stage. The avenue is also renowned for excellent private schools such as Maria Imaculada school for girls; the Anglican Saint Paul's school; Dante Alighieri private school, Alumni English Language Institute, São Luis University and School, Casa di Cultura Italiana, and Objetivo Preparatory School. The Rodrigues Alves public school, in front of Hospital Santa Catarina, is housed in a yellow neo-classic building. Numerous cultural centers line Paulista Avenue. The
Centro Cultural Itaú Centro may refer to: Places Brazil *Centro, Santa Maria, a neighborhood in Santa Maria, Rio Grande do Sul, Brazil * Centro, Porto Alegre, a neighborhood of Porto Alegre, Rio Grande do Sul, Brazil * Centro (Duque de Caxias), a neighborhood of Du ...
near Casa das Rosas in Paraiso, is an exhibition space; Centro Cultural FIESP/CIESP is an exhibition space of arts and crafts. Centro Cultural FIESP/CIESP also houses the
Teatro Brasileiro de Comedia Teatro may refer to: * Theatre * Teatro (band) Teatro, Italian for "theatre", is a vocal group signed to the Sony BMG music label. The members of Teatro are Jeremiah James, Andrew Alexander, Simon Bailey and Stephen Rahman-Hughes. Band member ...
, which distributes free tickets for its weekly performances. Some of the São Paulo's best hospitals are located in the Paulista Avenue area; they include Hospital Alemão Osvaldo Cruz, Paulistano, Clínicas, Emilio Ribas and Beneficência Portuguesa. Large-scale shopping malls on the street, some of which are now designated historic buildings, include Center Três, Conjunto Nacional, Grande Avenida, Gazeta, Top Center and Shopping Pátio Paulista. They are noted for their coffee shops, internet facilities, restaurants, luncheonettes, shops, and movie theaters. Some of the remaining historic mansions and banks are decorated during the
Christmas Christmas is an annual festival commemorating Nativity of Jesus, the birth of Jesus, Jesus Christ, observed primarily on December 25 as a religious and cultural celebration among billions of people Observance of Christmas by country, around t ...
season, and draw crowds for picture taking.


Image gallery

Image:At_Avenida_Paulista,_São_Paulo_2019_23.jpg, Safra bank's headquarters (
Safra Group The J. Safra Group is an international network of companies controlled by the Safra family, comprising banking and financial institutions and industrial operations. It is present in the United States, Europe, the Middle East, Latin America, A ...
). Image:Edificio Sede del Banco Central de Brasil en São Paulo.jpg, Banco Central do Brasil Building. Image:Building in Paulista Avenue 8.jpg, Reflection of one of the towers of the avenue in the building of
Petrobras Petróleo Brasileiro S.A., better known by the portmanteau Petrobras (), is a state owned enterprise, state-owned Brazilian multinational corporation in the petroleum industry headquartered in Rio de Janeiro, Brazil. The company's name transla ...
. Image:Avenida Paulista - 21.JPG, The Buildings in Paulista Avenue. On the right,
Citibank Citibank, N. A. (N. A. stands for " National Association") is the primary U.S. banking subsidiary of financial services multinational Citigroup. Citibank was founded in 1812 as the City Bank of New York, and later became First National City ...
's headquarters in Brazil. Image:CasaDasRosas.jpg, Casa das Rosas. Image:Santa_Catarina_Hospital,_Avenida_Paulista,_São_Paulo,_Brazil.jpg, Santa Catarina Hospital Image:At Avenida Paulista, São Paulo 2019 24.jpg, Conjunto Nacional. Image:Buildings in the Paulista Avenue.jpg, Cetenco Plaza Image:Itaú Cultural 01.JPG, Itaú Cultural Image:Torre da avenida paulista.JPG, The Business Buildings in Paulista Avenue
File:Paulista avenida 04.jpg, Paulista Avenue, São Paulo. File:Paulista avenida 02.jpg, Paulista Avenue, São Paulo. File:Paulista avenida 01.jpg, Paulista Avenue, São Paulo. File:Paulista avenida 03.jpg, Paulista Avenue, São Paulo. File:Paulista ave-1.JPG, Paulista avenue File:Paulista ave-2.JPG, Paulista avenue File:Paulista ave-3.JPG, Paulista avenue File:Avenida Paulista 1902.jpg, Paulista Avenue File:Avenida Paulista (2481784612).jpg, Paulista Avenue File:Av Paulista - Centro de Sao Paulo - panoramio.jpg, Paulista Avenue File:Avenida Paulista II.JPG, Paulista Avenue File:Avenida Paulista (232990029).jpeg, Paulista Avenue File:Chafariz no Jardim - Regiao da Av Paulista - Sao Paulo SP - panoramio.jpg, Paulista Avenue File:HSBC? (361937364).jpg, Paulista Avenue File:Prédios na Av.Paulista - panoramio.jpg, Paulista Avenue File:Paulista avenue.jpg, Paulista Avenue


See also

*
Champs-Élysées The Avenue des Champs-Élysées (, ; ) is an avenue in the 8th arrondissement of Paris, France, long and wide, running between the Place de la Concorde in the east and the Place Charles de Gaulle in the west, where the Arc de Triomphe is lo ...
*
Fifth Avenue Fifth Avenue is a major and prominent thoroughfare in the borough of Manhattan in New York City. It stretches north from Washington Square Park in Greenwich Village to West 143rd Street in Harlem. It is one of the most expensive shopping stre ...
*
Avenida Rio Branco Rio Branco Avenue (), formerly Avenida Central, is a major road in downtown Rio de Janeiro. It was built as the leading brand of the urban reform carried out by the mayor Pereira Passos in early 20th century. It is one of the main thoroughfares ...
*
Mexico City Mexico City ( es, link=no, Ciudad de México, ; abbr.: CDMX; Nahuatl: ''Altepetl Mexico'') is the capital and largest city of Mexico, and the most populous city in North America. One of the world's alpha cities, it is located in the Valley o ...
's
Paseo de la Reforma Paseo de la Reforma (translated as "Promenade of the Reform") is a wide avenue that runs diagonally across the heart of Mexico City. It was designed at the behest of Emperor Maximilian by Ferdinand von Rosenzweig during the era of the Secon ...
* Königsallee *
Broadway Broadway may refer to: Theatre * Broadway Theatre (disambiguation) * Broadway theatre, theatrical productions in professional theatres near Broadway, Manhattan, New York City, U.S. ** Broadway (Manhattan), the street **Broadway Theatre (53rd Stree ...
* Edifício Grande Avenida *
Fundação Cásper Líbero Fundação Cásper Líbero (''Cásper Líbero Foundation'', also referred to as FCL) is a Brazilian institution that is responsible for a wide communication complex, and is headed in São Paulo. It includes Rede Gazeta (TV network), Gazeta AM and ...
*
São Paulo Museum of Art The São Paulo Museum of Art ( pt, Museu de Arte de São Paulo, or ') is an art museum located on Paulista Avenue in the city of São Paulo, Brazil. It is well known for its headquarters, a 1968 concrete and glass structure designed by Lina Bo B ...
*
Central Zone of São Paulo The Central Zone (Portuguese: Zona Central de São Paulo) is an administrative zone of the city of São Paulo, Brazil. One of the largest commercial and business districts in South America, the region is administered by the subprefecture of Sé. ...
*
Rua Oscar Freire Rua Oscar Freire (in English: ''Oscar Freire Street'') is a tree-lined street stretching from Alameda Casa Branca to Avenida Doutor Arnaldo in the Jardins district of São Paulo. It was named after Oscar Freire de Carvalho, a physician and fore ...
*
Avenida da Liberdade Avenida da Liberdade (Portuguese for ''"Avenue of Liberty"'') is a boulevard in central Lisbon, Portugal, known for being one of the most expensive shopping streets in Europe. Originating in the '' Passeio Público'', an 18th-century park built ...


References


Bibliography

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External links


Avenida Paulista - Vintage postcards
{{Authority control Financial districts Central business districts Streets in São Paulo Shopping districts and streets in Brazil Central Zone of São Paulo Tourist attractions in São Paulo