Introduction to São Paulo

São Paulo is Brazil’s finance center and is rich in architectural tradition, with iconic buildings such as its neo-Gothic cathedral. São Paulo is the largest city in Brazil and the seventh-largest in the world. It is home to numerous galleries, museums, parks and statues. São Paulo is a major tourist destination and holds events such as the São Paulo Art Biennial and São Paulo Fashion Week.

 

Demographics

São Paulo has a population of 12.18 million and is one the Brazil’s fastest-growing cities, from 17 million in 2000 to almost 22 million now. São Paulo residents, known as Paulistanos, are some of the most ethnically diverse in the country. When the country abolished slavery in 1850, the city replaced forced African labor with voluntary immigrants to work its coffee plantations. This brought in a wave of German, Portuguese and Swiss immigrants, followed by additional waves of Portuguese and Italian immigrants from the mid-19th century through the beginning of the 20th century. From 1908 to 1941, large numbers of Japanese immigrants arrived, Korean and Chinese immigrants followed in the 1960s.

 

Top Five Shopping Districts:

1. Jardins District: Jardins District houses a variety of international boutiques, restaurants and cafés, which makes it a go-to destination for luxury products.
2. Benedito Calixto Arts Market: On Saturdays, 300 vendors gather in the open-air market in Benedito Calixto Square. Shoppers can find antiques, one-of-a-kind items, handmade goods and more.
3. Rua 25 de Março: On this popular shopping street, customers can find a range of products — such as cosmetics, craft supplies, clothes and toys — at affordable prices.
4. Shopping JK Iguatemi: This luxury mall hosts retailers such as Chanel, Dolce & Gabana, Prada and Topshop. Shoppers can head up to the rooftop terrace and take in the view of Parque do Povo.
5. Vila Madalena: Vila Madalena in the Pinheiros District is known as São Paulo’s equivalent of Williamsburg in New York. The area is full of local labels, small music venues, bars and cafés.

 

Famous Retail Events

São Paulo Fashion Week: São Paulo Fashion Week is a semi-annual event that is one of the most important creative fashion shows in the Southern Hemisphere. It started at a time when Brazil was not widely recognized in fashion and lifestyle; this event acts as a platform to promote the nation’s fashion culture.

 

Top Innovative Retailers

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Cartel 011

Cartel 011 opened nine years ago and includes several stores under one roof, including The CZO Store for apparel, shoes and accessories. The multibrand store sells products from a number of Brazilian designers in addition to its own brand, CZO. A restaurant is located in the inner courtyard and exudes a natural and comfortable atmosphere. Cartel 011 also has an art gallery and a shared workspace.

The idea behind Cartel 011 is to be a “marketplace of ideas and energy” including music, art, entertainment and products. The retailer markets itself as a multidisciplinary environment that combines local culture with futuristic vision, and it is always looking to evolve.

Location: Rua Artur de Azevedo, 517 – Pinheiros, São Paulo – SP, 05404-011.

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FARM HARMONIA

The FARM store is located in Rua Harmonia. The womenswear fashion brand focuses on natural, calm and comfortable looks. The store itself has a rustic vibe on the exterior, with a wooden entrance surrounded by greenery: The interior is filled with woodwork, giving it the aesthetic of a farm, and sculptures are housed on the ground floor. FARM has multiple levels and sells swimwear, furniture and sportswear.

Location: Rua Harmonia, 57 – Vila Madalena, São Paulo – SP, 05435-000.

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Guadalupe Store

Guadalupe Store is in the Bom Retiro district. It sells the latest sneakers, including brands such as Adidas, Jordan’s and Nike — shoppers will find lines outside the store during sneaker drops. Guadalupe Store also carries streetwear brands, ranging from Vans and Puma to Starter and Alife. The store often holds art showcases and workshops.

Location: Rua Três Rios, 126 – Bom Retiro São Paulo – SP, 01121-040.

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Galeria Melissa

Galeria Melissa may have “gallery” in the name but in reality, it is a shoe brand with stores around the world, including London and New York. The store in São Paulo is a flagship located on the busy street of Oscar Freire. The space changes frequently, with input from designers such as Karin Rashid, the Campana Brothers, Jason Wu and more.

The store displays shoes in innovative ways, such as in crystal balls hanging from the ceiling or alongside pop art on the walls. Galeria Melissa attracts shoppers and tourists alike through its art installations, which center around shoes.

Location: Rua Oscar Freire, 827 – Cerqueira Cesar, São Paulo – SP, 01426-003.

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Acolá Store

Acolá by Vão Arquitetura is located in Pinheiros, set inside a quaint triangular-shaped townhouse. The space was initially dark and gloomy, so to bring light into the building, the architects integrated a glass ceiling. The store has a reception area and a lounge, and its clothing rails and changing room are free-standing to create an open-plan, “fluid” environment. The changing room has two pivoting doors that can be moved to split the room into as many fitting rooms as needed. The staircase at the entrance of the store takes customers up to the mezzanine level, passing through an indoor garden The materials in the store reflect the natural aesthetic of Acolá apparel, which is made using natural fabrics, natural dyeing and stamping techniques.

Location: Rua Padre Carvalho, 52 – Pinheiros, Sáo Paulo – SP, 05427-020.

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House of Bubbles

House of Bubbles is part of the House of All brand. It centers around encouraging consumers to think about sustainability in fashion by sharing designer apparel through a rental subscription service. House of Bubbles offers clothing from countless international brands, such as Anthropologie, Christian Dior and Zadig & Voltaire, as well as Brazilian labels such as Cris Barros and Osklen.

House of Bubbles was named after the in-store laundromat, where customers can purchase a coffee or gin and tonic while doing laundry.

Location: Rua Doutor Virgílio de Varvalho Pinto, 61 – Pinheiros, Sáo Pao – SP, 05415-030.

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Pintar Artistic Materials

Pintar Artistic Materials sells local and imported artistic and technical materials. It offers courses about everything related to art, and customers can take monthly, quarterly or semi-annual classes. The store also includes a restaurant.

Pintar Artistic Materials combines a café, art material shop, classroom and book store.

Location: Rua Cotoxó, 110 – Vila Pompeia, Sáo Paulo – SP, 05021-000.

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Prototype

Prototype was created in 2014 by architect, art director and designer Felipe Protti. The store is in Vila Madalena and is also used as a showroom and workshop, in addition to hosting events. The store sells furniture, and most of the pieces are created by local artists.

Location: Rua Harmonia, 71 – Sumarezinho, Sáo Paulo – SP, 05435-000.

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Dpot

Dpot is a furniture retailer that was created by Sergio Buchpiguel in 1969. The latest Dpot store was originally a home but has now been transformed into an open space to showcase décor pieces. The lower level opens onto a garden, and floor-to-ceiling glass walls are intended to create a flowing dynamic between the modern interior and nature.

Location: Alameda Gabriel Monterio da Silva, 479 – Jardim Paulistano, Sáo Paulo – SP, 01441-000.

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Cotton Project

Cotton Project is an independent brand targeting individuals with a passion for street and contemporary styles. The store has a selection of carefully curated pieces that display contemporary fashion. Cotton Project produces pieces with a Brazilian touch but which also connect with global fashion. It recently collaborated with FFWMAG to build a capsule collection, showcasing imagery from three emerging photographers.

Location: Rua da Consolação, 3453 – Cerquiera Cesar, São Paulo – SP, 01416-001.

Must-See Area: Vila Madalena

Vila Madalena is an up-and-coming Bohemian area in São Paulo, featuring a variety of bars, restaurants, shops, art galleries, street art and antique fairs, including:

1. Iara Wisnik: A women’s clothing store with basic pieces, incorporating neutral colors.
2. Anil Tintas: A paint store that offers paint and art supplies.
3. B.Basic: A clothing store that sells comfortable apparel for women and children.
4. Petit Câalin: A designer baby clothing store.
5. Nadia Saab Ateliê: A clothing store that specializes in Bohemian womenswear.