Paulista Avenue - The History of the Most Famous Avenue of São Paulo

Located in the center of São Paulo, Brazil, Avenida Paulista is a tribute to the city's dynamic evolution. It became a symbol of the hopes and dreams of a growing city.

Paulista Avenue or Avenida Paulista in Portuguese

What used to be just a road quickly became the most famous Avenue of São Paulo and there is a reason for that. As a historical address, it has turned into a 3 km cultural hub over time with extremely fun activities to do, and believe me, if you could call São Paulo the Latin American New York, Avenida Paulista would be the Latin American Times Square (apart from the Bilboards once they are prohibited in São Paulo as it was explained in our Ultimate Best Free Things to do in São Paulo Guide). So we took some time to tell you about this iconic Avenue which is not only a road. Check it out.

 

View from Avenida Paulista Towards the Bela Vista Suburb

History of Paulista

Paulista is the name given to those who are from the State of São Paulo, which explains the origins of the name. But before it became an avenue, it used to be a road often used to transport bulls and carriages, and it was inhabited by few people who lived in their small hovels along the big street.  However, the city had to be expanded due to the fact that the city center was already getting overpopulated and overpriced. - get to know São Paulo's origin in our post about the Christian Conversion School Yard of São Paulo. 

After being inaugurated in 1891 as an avenue, merchants, rich farmers and barons developed great interest in constructing their own elite villas which became notorious. The law changed over time, of course, and in the beginning of the 20th century the avenue suffered a huge modernization and and eventually received its first skycrappers. Paulista Avenue was also the very first street of São Paulo city to get asphalt in 1909.

Paulista Avenue Nowadays

 

Nowadays, Paulista is known for its many museums, cafés, malls, stores, art galleries and cinemas. Furthermore, some villas and little palaces were demolished to give place to business towers, radio stations and banks, but on the other hand some still stand and can be easily visited.

One of these palaces was unexpectedly transformed into a McDonalds which was the 1000th McDonalds unit open in Brazil.The pallace itself was owned by two immigrants, a man from Syria and a woman from Italy who used be fabric merchants. The villa was their dream house, but eventually it was sold and used many times to host different events and also used to house a bank. Now the descendents of the first owners are pretty happy once anyone can just go in, get to know it and contemplate its beautiful architecture.

McDonalds Number 1000 - Old Villa

Interior of the McDonalds Villa

What is Paulista Avenue Known For?

The LGBTQ+ Pride Parade

Beyond museums, Avenida Paulista is a hub of cultural activity, hosting plenty of events and festivities. São Paulo's LGBTQ+ Pride Parade, for example, is the second biggest Pride Parade in the world and in 2006 was listed by the Guinness World as the largest LGBTQ+ Pride Parade with 2.5 million people.

New Year's

Another characteristic of Paulista is the distinctive celebration of New Year's that enthrall locals and tourists alike among the avenue. The road is transformed into a joyful arena of celebration as the clock strikes midnight, a canvas for spectacular fireworks and concerts.

Music and Street Art

Every Sunday musicians, artists and human monuments enhance the metropolitan landscape with their creative flare they add to the vibrant atmosphere. That turns it characteristic and creates the juxtaposition of art and business, commerce and culture.

Vegetation in the Middle of the Concrete Jungle

The avenue is surrounded by vegetation despite the bustle of the city and Trianon Park offers a tranquil haven as an oasis for the desert. It turns the avenue more appealing because of this harmony between nature and concrete which creates an area where calm and city life may coexist.

Roses from The Villa 'Casa das Rosas' - Free to Visit

São Paulo Skyline

São Paulo's striking skyline is enhanced by the famous skyscrapers that line the boulevard like the national bank 'Banco do Brasil' Building and the Gazeta Building, a TV and Radio Station, and also a cultural center. These buildings serve as emblems of the city's economic might in addition to housing the corporate headquarters of large firms.

Enjoying the View from the SESC Lookout - click for info

MASP

Avenida Paulista is also home of MASP - Art Museum of São Paulo, considered the most relevant art museum of Latin America and displays pieces from Monet, van Gogh, Picasso, Rembramdt, Renoir and much more important artistics from all over the world and from Brazil. 

MASP Facade

If would you like to know more about some interesting free activities in Paulista and our guide post also gives really nice information about it.

How to get to Paulista: Uber is always a good choice in São Paulo and works pretty well, but metro and train are really cheap and easy to use (it only can be annoying during peak times due to the massive number of people, so if you can, avoid it).
To go to Paulista by metro you just need to get the Green Line and get out at Brigadeiro Station, Trianon - MASP Station or Consolação Station. And yes, there are 3 station in total in this Avenue.  

Avenida Paulista is essentially a living tapestry that interweaves São Paulo's history, culture and variety rather than just being an avenue. Its development has mirrored that of the city, making it a dynamic representation of the spirit of Brazil's largest metropolis and a symbol of resiliency and expansion.