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Crossing through different neighborhoods, districts and even regions, Avenida Paulista is the beating heart of São Paulo, where the culture, arts, food, politics, economics and shopping all clash together into an exciting straight line of intense activity.
Av. Paulista houses important museums, financial institutions, historical buildings, shopping for every budget, memorable restaurants, busy street markets and popular street performances, all ideally explored on foot. It is also where political demonstrations and some of the biggest events in the city take place. Public transport is plentiful at every spot, making it not only easy to access, but also a good hub area to explore the rest of São Paulo. Save a whole day in your São Paulo itinerary and enjoy the city's lead postcard.
To avoid redundancy with other sections, this guide will refer to the places contained in Av. Paulista and up to 4 blocks from it in a transversal direction.
Understand
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Built in 1891 as one of the first expansions from São Paulo's central cluster of neighborhoods, the 2.8-km-long Av. 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, cafes, 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. It 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 cafes 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.
Get in
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By metro and train
[edit | edit source]Av. Paulista is crossed by Line 2 (Green) of the city's metro. It is connected to lines 1 (Blue), 4 (Yellow), 5 (Lilac) and train line 15 (Silver), allowing easy and fast access from most points of the city. The 1 Consolação. station is a convenient stop to hop off and start your tour of the avenue.
The Paulista station is not in Av. Paulista itself, but it is a couple of minutes (on foot) away from it, and you can also use the undergrond tunnel that leads to the Consolação station.
By bus
[edit | edit source]Many buses pass through Av. 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
[edit | edit source]Going by car to Av. Paulista — even on weekdays — should be avoided. Traffic is intense — especially during peak hours, but often outside them — and parking can be ridiculously expensive. The avenue is closed to cars every Sunday, 10:00-18:00. Parking on spots in nearby streets is viable, but also expensive. Shopping Cidade São Paulo has a paid parking lot, the most convenient spot at the Paraíso end of the avenue.
See
[edit | edit source]Av. Paulista is best explored on foot. It is flat, straight and easy to walk in, allowing one to indulge in all of its sights and spontaneously check each stop on the journey. A walk from one side to the other should take around an hour, but you'll certainly enjoy it for much longer.
Classic Av. Paulista
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These are buildings and landmarks constructed before 1953, boasting classic architecture styles:
- 1 Casa das Rosas (Espaço Haroldo de Campos de Poesia e Literatura), Av. Paulista, 37, ☏ +55 11 3285-6986. Tue-Sun 10:00-17:30. Former residence from 1935, now a cultural center dedicated to poetry inside a beautiful garden with roses of different colors, and a cafe to take in the atmosphere.
- 2 Casa das Uvaias (Méqui 1000), Av. Paulista, 1811. Constructed by and home to a wealthy Syrian family in the 1900s, this mansion later became a bank, known for its gorgeous Christmas decor. Nowadays, it's a McDonald's restaurant, with a loud and colorful look.
- 3 Escola Estadual Rodrigues Alves, Av. Paulista, 227. A public school from 1909, still fully active. It contains a neoclassical European style of architecture, in striking yellow.
- 4 Hospital Santa Catarina Paulista, Av. Paulista, 200. A still working private hospital, built in 1906. Its outside walls contain carvings of healthcare and Catholic symbols.
- 5 Paróquia São Luís Gonzaga, Av. Paulista, 2378, ☏ +55 11 3231-5954. 09:00-18:00. This church was built in 1932, constructed in Greek-Roman architecture, in high contrast with the modern buildings surrounding it.
- 6 Parque Tenente Siqueira Campos (Parque Trianon), Av. Paulista 1515 (near Trianon-Masp station). Built in 1892, this small park is the most significant green area of the Paulista region. It combines features of an English garden with preserved Atlantic rainforest, plus landscaping by Roberto Burle Marx and sculptures by Clóvis Olga and Victor Brecheret.
- 7 Residência Coronel Joaquim Franco de Mello, Av. Paulista, 1919. One of the few houses of old Paulista still standing, dating from 1905 and built by the coffee baron it is named after. It still belongs to the Franco de Mello family.
Modern Av. Paulista
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These are remarkable modern buildings and landmarks that were constructed starting from 1953:
- 8 Centro Cultural Coreano, Av. Paulista, 460 (inside Edifício Pedro Biagi), ☏ +55 11 2893-1098, contato@kccbrazil.com.br. Tue-Sat 10:00-18:30; Sun 11:00-17:00. Focused on Korean culture and arts, it has a library with books, CDs and DVDs in Portuguese, Korean and English, alongside events about the country. Free.
- 9 Centro Cultural FIESP (Edifício Luís Eulálino de Bueno Vidigal FIlho), Av. Paulista, 1313, ☏ +55 11 3322-0050. Tue-Fri 10:00-18:00. This pyramid-shaped building is home to the Federação das Indústrias do Estado de São Paulo, a powerful union that represents employees from over 150,000 companies, or 42% of the Brazilian GDP. It also hosts cultural expositions and Teatro Popular do SESI, with high quality theatrical performances. Free.
- 10 Conjunto Nacional, Av. 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 small shopping mall with stores, services, offices, small art exhibits and a movie theater. The building's digital clock is one of the symbols of the avenue.
- 11 Edifício Gazeta (Fundação Casper Líbero), Av. Paulista, 900. The tallest building of the avenue contains Faculdade Cásper Líbero (a private college institution), the Gazeta radio, TV and news agency, Objetivo (a private school), Reserva Cultural (a cinema and theater) 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, when the lights get turned on.
- 12 Instituto Moreira Salles (IMS), Av. Paulista, 2424, ☏ +55 11 2842-9120, imspaulista@ims.com.br. Tue-Sun 10:00-20:00. A museum that features an arts and media archive, alongside nice views of the avenue from its upper floors. Free.
- 13 Itaú Cultural, Av. Paulista, 149, ☏ +55 11 2168-1777. A large cultural center that hosts performances and exhibitions. Two of the permanent exhibitions include a showcase of art depicting Brazil from the view of its colonists, and a showcase of Brazilian currency throughout the ages.
- 14 Japan House, Av. Paulista, 52, ☏ +55 11 3149-5187, contato@japanhousesp.com.br. Tue-Fri 10:00-18:00; Sat Sun 10:00-19:00. A museum about Japanese art and culture, with rotating exhibits, a cafe, and a library of Japanese literature. Free.
- 15 Museu de Arte de São Paulo (MASP), Av. Paulista 1578 (Near Trianon-Masp station). Tue 10:00-19:00; Wed Thu Sat Sun 10:00-17:00; Fri 10:00-20:00. Not only a symbol of modern Brazilian architecture, São Paulo's most well known landmark is also a collection of works ranging from the renaissance to contemporary. Both permanent and temporary expositions available. R$ 75, free on Tuesdays (all day) and Fridays (18:00-20:00).
- 16 Parque Prefeito Mário Covas, Av. Paulista, 1853. Daily 06:00-18:00. An enjoyable small park to rest for a bit. It has a tourism information office and free wifi in its area, making for a good spot to plan out or review your itinerary.
Do
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While walking (or cycling) through the avenue — especially on Sundays — it is common to find street performers. Some even allow other people to join in, especially if it's a group gathering of some kind.
Cinemas
[edit | edit source]Av. Paulista has some of the few outdoor cinema and theater venues in the city, some of them focused on playing small-scale cult releases, alongside mainstream fare. While movie screenings in the original language (with subtitles) are easier to find here than elsewhere in the city (or the country), theater is overall Portuguese-only.
- 1 Cine Belas Artes, R. da Consolação, 2423, ☏ +55 11 2894-5781. Daily 12:30-21:30. Opened in 1967, it has been a favorite with movie fans for decades due to its tradition of playing films that are hard to find anywhere else in the city. They also have special late night screenings and movies accompanied by live music.
- 2 Cine Marquise, Av. Paulista, 2073 (Inside Conjunto Nacional), ☏ +55 11 3289-7275. Mon-Fri 12:00-22:00; Sat 10:30-22:00; Sun 10:30-19:30. Famed for its wooden tile floors and Portuguese-style decoration in its entrance.
- 3 Espaço Petrobrás de Cinema, R. Augusta, 1475, ☏ +55 11 3288-6780. Another old favorite among locals, this cinema houses special events for new Brazilian film releases.
- 4 Reserva Cultural, Av. Paulista, 900 (Inside Edifício Gazeta), ☏ +55 11 3287-3529, contato@reservacultural.com.br. Sun-Fri 10:00-22:00; Sat 10:00-00:00. Also includes a bookstore, a bistro and a French-style bakery.
Events
[edit | edit source]The avenue is quite a common choice for events in the city. Some of those might make visiting more difficult, so watch out for larger than common crowds. Ordered by date, you can expect to see:
- Bicicletada de São Paulo (Starts near Consolação station). Last Fri of the month, 18:00. A large meetup of cyclists at Praça do Ciclista has a run around the city to promote bicycles as a means of transport. The route is typically decided on-the-fly.
- São Paulo LGBT Parade. June. One of the largest in the globe, with an average of 3 million participants every year. The avenue often gets a rainbow-themed decoration during the month.
- Christmas decorations. December. Av. Paulista gets dressed up for Christmas for nearly the whole month, from a beautifully decorated gate at the Consolação entrance to the buildings, the interior of malls and stores, and even buses. The month also sees artistic performances at various points of the avenue, some of those spontaneous or planned by the population rather than professionals.
- Réveillon na Paulista. December 31. One of Brazil's largest New Year's Eve parties happens in Av. Paulista. Crowds fill up the whole avenue to see concerts for most of the day, alongside fireworks shows.
Buy
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Av. Paulista is a great option for shopping, as options that cater for both low and high budgets are available. The higher concentration of shops also means you're never too far from something you might need or want, and the avenue has some of the largest addresses of stores both Brazilian and foreign, with excessive decor. That said, the general tendency is for price tags to range higher than in the rest of the city, due to the high traffic of both tourists and businessmen.
Malls
[edit | edit source]The paulistano's favorite pastime, Av. Paulista offers multiple of those.
- 1 Galeria Magalu, Av. Paulista, 2073 (Inside Conjunto Nacional), ☏ +55 11 3145-0239. Mon-Sat 09:00-21:00; Sun 11:00-19:00. Taking over what was once a huge bookstore, this is now a large 5-store establishment with a clashing color palette. Shoes, computer components, cosmetics, house appliances and books are available.
- 2 Pátio Paulista Iguatemi (Shopping Paulista), R. 13 de Maio, 1947, ☏ +55 11 5990-2441. Mon-Sat 10:00-22:00; Sun 14:00-20:00. The largest shopping mall in the region, known for the large clock in its entrance. About 235 shops.
- 3 Shopping Center 3, Av. Paulista, 2064 (Near Consolação station), ☏ +55 11 3285-2458, marketing@shoppingcenter3.com.br. Mon-Sun 10:00-22:00 (food court, hours vary by store otherwise). The Av. Paulista floor is the largest food court in the avenue, popular with workers in the region. The actual shops are the R. Augusta floor, but there's not many of them, except on Sundays (see Feira Como Assim? on the Fairs sub section). About 100 shops.
- 4 Shopping Cidade São Paulo, Av. Paulista, 1230, ☏ +55 11 3595-1227, atendimento.csp@shoppingcidadesp.com.br. Mon-Sat 10:00-22:00; Sun 12:00-18:00. Av. Paulista's newest shopping mall with the usual choices and some upmarket shops. Has shops with Brazilian cosmetics and souvenirs. About 160 shops.
- 5 Top Center, Av. Paulista, 854, ☏ +55 11 3145-1710, marketing1.topcenter@gazitbrasil.com. Mon-Sat 09:00-21:00; Sun 12:00-06:00. Both a shopping mall and a commercial building, a large portion of which are occupied by offices related to Japan, like the Japanese Consulate and Fundação Japão. As expected, a large number of Japanese descendants and business travelers can be found in the food court during lunch time. About 59 shops.
Galleries
[edit | edit source]Those spaces have a more informal profile and are often owned by immigrant workers. In those shops, bargaining is more commonplace, although they'll be quick to tell you the higher price is justified by the area's high rent. Here you can find everything including clothes, accessories, handcraft, books, cosmetics, video games, and electronic devices, both of reliable and unreliable origin.
- 6 Boulevard Monti Mare, Av. Paulista, 392, ☏ +55 11 5461-4940. Mon 10:00-20:00; Tue-Sat 10:00-19:00; Sun 11:00-19:00.
- 7 Market Paulista, Av. Paulista, 1941, ☏ +55 11 91146-6312. Mon-Sat 10:00-20:00; Sun 11:00-19:30.
- 8 Shopping Veneza, Av. Paulista, 486, ☏ +55 11 3171-3665. Sun-Fri 11:00-19:00; Sat 10:00-20:00.
Fairs
[edit | edit source]Sundays see multiple street markets and merchants setting up shop.
- 9 Feira de Antiguidades da Paulista (Feira do MASP) (Under MASP). Sun 09:00-16:00. Traditional arts and handcrafts market, running since 1979.
- 10 Feira Como Assim?, Av. Paulista 2064 (Inside Shopping Center 3). Sun 10:00-22:00. Market of handcrafts and handmade clothes, based on popular markets in the Historical Center. About 218 expositors.
Eat
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Many of Paulista's most popular restaurants among locals are in the streets connected to the avenue itself, so it's always a good idea to take a peek on them when looking for a bite. If looking for familiarity, any of the shopping malls contain the usual fast food suspects, with Shopping Center 3 having the largest variety. Grocery and convenience stores are also widespread, but the prices are higher than elsewhewre.
Budget
[edit | edit source]| This page uses the following price ranges for a typical meal for one, including soft drink: | |
| Budget | Below R$ 50 |
| Mid-range | R$ 50-100 |
| Splurge | R$ 100+ |
- 1 Feira Gastrômica da Paulista, Al. Ministro Rocha Azevedo, 250 (in between Pq. Prefeito Mário Covas and the Méqui 1000 McDonald's location). Sun 09:00-17:00. Many different cuisines are represented in this street market, with unique and trendy street food from all over the world. R$20-60.
- 2 Padaria Bella Paulista, R. Haddock Lobo, 354, ☏ +55 11 3214-3347. Daily 24 hr. Bakery that is popular with late night and early day locals, offers a high variety of breads, sweets and a sit down restaurant with options from breakfast all the way to dinner. R$40-60.
- 3 Pedaço de Pizza, R. Augusta, 1463, ☏ +55 11 99351-7276. Sun Mon 16:00-23:00; Tue Wed 11:00–23:00; Thu Fri 11:00–05:00; Sat 12:00–05:00. A quick bite of savory or sweet slices, with unique flavors such as shimeji available. R$20-40.
Mid-range
[edit | edit source]- 4 Ça-Va, R. Carlos Comenale, 277 (Near MASP), ☏ +55 11 99729-8418. Mon-Fri 12:00–16:00; 19:00–23:30; Sat 12:00–23:00; Sun 12:00–17:00. Small and cozy French restaurant by chef Erick Jacquin, popular in Brazil for multiple food-based reality TV shows. R$60-150.
- 5 Frevo, R. Augusta, 1563, ☏ +55 11 3284-7622. A long standing address, known for its beirute, a Middle East dish adapted for the Brazilian palate. It uses flat bread, steak, vegetables and cheeses. R$50-70.
Splurge
[edit | edit source]- 6 A Baianeira, Av. Paulista, 1510 (Inside Pietro Maria Bardi building at MASP), ☏ +55 11 91107-4074. Tue-Fri 11:30-15:00; Sat Sun 11:30-16:00. Finish your museum visit here, where you can taste a unique mix of food from Bahia and Minas Gerais with international fine dining influence. The baião de dois with beef stew is a popular option, and can be finished by a banana crème brulée. Vegetarian and vegan options are also available. R$100-150.
- 7 Balaio IMS, Av. Paulista, 2424 (Inside Instituto Moreira Salles), ☏ +55 11 97269 0423, reservas@balaioims.com.br. Tue-Thu 12:00-16:00; Fri Sat 12:00-16:00, 19:00-22:00; Sun 12:00-17:00. Modern Brazilian cuisine, with weekday deals for multi-course meals. The caipira lasagna is a stand-out vegetarian dish. R$120-150.
- 8 Spot, Al. Ministro Rocha Azevedo, 72 (Outside Edifício Cetenco Plaza), ☏ +55 11 3283-0946. Mon-Wed 12:00-15:00, 18:30-23:00; Thu Fri 12:00-15:00, 18:30-00:00; Sat 12:00–00:00; Sun 12:00–23:00. Stylishly modern in both decor and its fine dining dishes, with a focus on beef and pasta. R$120-150.
- 9 Sushi-Kiyi, Al. Casa Branca, 39, ☏ +55 11 3142-9148. Mon-Sat 11:30-03:30. High-end sushi spot, serves fresh oysters. R$80-130.
Drink
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The region is overall very popular for casual bars and coffee shops, especially with those coming off work and ready to relax.
- 1 1908 Coffee Station, Av. Paulista, 1230 (Inside Shopping Cidade São Paulo, 4th floor), ☏ +55 11 3887-1066. Mon-Sat 11:00-22:00; Sun 11:00-20:00. Japanese-inspired coffee shop, with trendy ingredients such as matcha. Also has Japanese-inspired snacks. R$30-60.
- 2 Charme Paulista, Av. Paulista, 1499 (Near MASP), ☏ +55 11 3253-5676. 24/7. Always full on weekends, this old school bar has a privileged view of the movement of the avenue. R$20-50.
- 3 Delícia da Fruta Sucos, R. Cincinato Braga, 102. Mon-Fri 5:45-20:00; Sat 07:00-15:00. Cheap and fresh fruit juice, many options available. R$20-30.
- 4 Prainha Paulista, Al. Joaquim Eugênio de Lima, 557, ☏ +55 11 3562-5056. Mon-Sun 11:00-01:00. German-style beer served in large glasses, also has good snacks. R$60-100.
Sleep
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Lodging in Av. Paulista is targeted mainly towards business and luxury-minded travelers. Cheap isn't really an option, not a huge issue as you can sleep somewhere else in the city and still get here quickly, thanks to the available public transport. However, those willing to pay get a very convenient location for their São Paulo trip, combined with world-class service.
- 1 Hotel Intercity Paulista, R. Haddok Lobo, 294 (Near Consolação station), ☏ +55 11 3123-6200, reservas.paulista@intercityhoteis.com.br. Has pretty much everything, such as washing machines, non-smoking rooms, fitness center and (paid) wifi. R$800-1000.
- 2 ibis São Paulo Paulista, Av. Paulista, 2355 (Near Consolação station), ☏ +55 11 3523-3000. Usual ibis accommodation, with all the expected amenities. R$ 400-500.
- 3 L'Hotel PortoBay São Paulo, Al. Campinhas, 266, ☏ +55 11 2183-0500. Designed in a European style, this is a sophisticated boutique hotel. 80 rooms, a restaurant, spa, indoor pool, gym and a high standard of service. R$800-1000.
Stay safe
[edit | edit source]Av. Paulista and its surrounding streets — such as Augusta and Frei Caneca — are generally safer than most parts of São Paulo, due to the intensive policing and high flux of people. Avoid handling your phone, as snatchers are common. Go inside a mall or store if you need to check it.
The avenue has become known 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.
Common scams
[edit | edit source]Because of its tourist-heavy nature, scams are common in Av. Paulista. Either a "não, obrigado" ("no, thank you") or "não, desculpa" ("no, sorry") should suffice, even if some of them can be insistent. You can expect the following to show up:
- Clowns can show up in the entrance of malls, telling a sob story about donating money to children. Their goals are fraudulent, feel free to ignore.
- An old woman offers to check your blood pressure and asks for donations below MASP, supposedly for her daughter's college costs. Again, it is false.
- Some people pretend to be too poor to afford milk or diapers for their children, and if you just hand them money instead of buying these items for them, they refuse it. The reason for it is that they resell the goods people buy them.
- Some people might offer you cheap theater presentations, opportunities for fashion-related jobs and pretend to be doing surveys about the population. All of these are looking to either distract you for pickpocketing or to sell you on something.
Connect
[edit | edit source]Most malls in Paulista have free wifi available, but they can ask for a Facebook account or email address to send you ads. Pq. Prefeito Mário Covas (See section) also has free wifi.