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Cultural Corner The cultural differences between Brazil and the United States




Effervescent and accessible, this is the SP of French student Léa

Yana Chilipova, Marketing Executive from Russia

The Foreign View


Foreign in Focus

• São Paulo has a multi-lingual children´s library • Get to know São Paulo with Pub Crawl

Guide Book 22 I Gourmet:

bars, cafes and restaurants of different styles

26 I Entertainment: nightlife and museums

27 I Shopping: clothing, accessories and decor stores




Understand how Brazilians commemorate the end of the year holidays

Interview: Ivan Misner, considered the father of modern networking

Photographer recommends some of the best places to take photos in the city



Local Tips

35 I Nooks and Crannies: find out about Pedra do Baú, in Campos do Jordão


Business Fairs and Events

SPC&VBs present the most important events to be held in december


Useful Information


Museums of Brasil

•Transportation: under- Find out more about stand what is the “Zona some of the museAzul” and Car Rodízio ums of the capital • Food: understand how self-service restaurants work 4





Specialists explain how to hire a housemaid

Learn how to make milk pudding (pudim de leite), the king of Brazilian desserts

Our columnist gives tips about art expositions and interviews a new generation photographer

Living in Brazil

Brazilian Cuisine

Brazilian Art

The Foreign View

Effervescent and accessible, this is the São Paulo of French student Léa

Press Image


rench by nationality, born in Turkey, raised in Senegal and today lives in São Paulo. This is Léa YaseminThuilleaux, 20 years old, that arrived in São Paulo five months ago to study. “I am a Political Science student in Paris and in the third year it’s required to do an interchange in another country. I chose Brazil for many reasons, mainly because of the language and accent that I find so beautiful, but also because Brazil is a country full of travel opportunities and enormous discoveries, with a variety of scenery and landscapes and amazing people, in constant development and with huge economic, social and environmental challenges. I wanted to see all of this with my own eyes, as it is happening” she explains. She will stay in the city for one year participating in an International Relations and History of PUC University course, one of the most traditional of São Paulo. Without reservations, she tells of how she came to Brazil with only her backpack and a camera. Family, friends, and boyfriend she left behind and Skype became her best friend. But Léa already began to discover the attractions the city has to offer: “Its cultural offering is incomparable, with many museums, plays and shows, and the prices are accessible for students. It was also this effervescence that attracted me to São Paulo, and I am not disappointed, because I have what the majority of people don’t have: time to take advantage of all the city has to offer.” Tips from Léa: A couple of places that I love so much are the Pinacoteca and Parque da Luz, which are right next to each other. The permanent

exposition is great for those who want to discover Brazilian paintings and the temporary expositions are always very well done. After a walk around, it’s possible to have a coffee on the balcony of the museum, under the shade of the trees of the park with a perfect view of Luz train station. Another really cool place with a great atmosphere is between Benedito Calixto square (antique fair on Saturdays and a great food fair on Sundays), in Pinheiros, and the neighborhood Vila Madalena: check it out at the end of the afternoon, between the streets covered with graffiti and the bars playing samba music. This is one of my favorite leisure activities. HUGMAG.COM.BR


Editorial MAGAZINE INFORMATION Hugmag is a publication produced and published by Luxcom Comunicação Estratégica Ltda. Rua Itapeva, 182, CJ 17, Bela Vista – São Paulo/SP, Postcode 01332-000 Tel.:+55 11 2384-2325

December is a very special month. For one, summer starts on the 21st, the longest day of the year because of daylight savings time, and secondly of course, we also celebrate Christmas and New Years. The city becomes decorated and has a unique routine because of the parties and get togethers that happen in homes, companies, restaurants and nightclubs. To help you better understand this, the front page material talks about how some things work during this season. Our American columnist Robert Young also enters the conversation and talks about some of the cultural differences in the holiday celebrations of Brazil X United States. In our guide, you will find suggested shops to buy new holiday clothes and find a gift that could cost you a lot or not. There are bars, restaurants and nightclubs to commemorate the end of the year. Since everything at this time of year is not a party, we have more serious subjects as well: how do you hire a housemaid? This is a huge subject for many foreigners that come to work and live in Brazil. And talking about work, if you want to expand your network of professional contacts, check out the tips given in the business section from Ivan Misner, the father of modern networking. We hope that you like our third edition and that you continue helping us to have an even better magazine next year. Our team wishes you a Merry Christmas and a spectacular 2014!

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Daniela Ferreira Vieira – MTB 04496

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Gilberto Servo Circulation: 10 thousand copies The reproduction of the content of Hugmag SP, whether in full or in part, is not allowed, unless prior authorisation has been granted. Cover Image: Jefferson Pancieri / SP Turis HugmagBR

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Daniela Ferreira Vieira Head Journalist




Foreign in Focus


razil is known as a country where citizens from any other nationality are well received and São Paulo is one of the cities that presents the most work opportunities for those who decide to start a life here. Russian Yana Chilipova, 32 years old, is the marketing executive of a Brazilian cosmetics company. She came to Brazil with her mother and step father 18 years ago, escaping the civil war in Yugoslavia where they were living at the time. “Brazil was recommended as a promising choice by a friend and executive of a multinational company. We took his advice and are here until today”, recalls Yana. Still very young, she started to work in Brazil with her mother on a personal network project at World Trade of São Paulo, something which was quite new during that time. Specialized in marketing, currently her challenge is to launch a pioneering and innovative product created by Perfumes Dana do Brasil. “We are seeing a change in consumption habits even the behavior of consumers, and this fascinates me”, she comments. This beautiful executive has quite a positive vision for the country:

Daniela Ferreira Vieira

Yana Chilipova, Russian and marketing executive “Brazil has the potential for fast development, and São Paulo is a city with people who are curious and receptive to innovation, a place where people are always looking for new things. There will always be a place for unlimited opportunities because there is still an unsatisfied demand in many areas.” It is clear that everything is not flowers and Yana points out her main difficulty with adapting: “the traffic limits the number of meetings I can have outside of the office. It demands making constant adjustments to maintain punctuality. I always avoid going anywhere by car during peak traffic hours. But for those who don’t have this option (to avoid traffic during peak times) I recommend yoga and meditation as daily practices. They do miracles (smiling).” For those considering the adventure of moving to another country like she has, remember her advice: “moving to another country- and culture- is always an enormous challenge that requires strength and persistence. Brazil is a clear example of how it is possible, with all the diversity of its people, to live as a single unified nation, as everyone is welcomed independent of their race or religion. All countries have their pros and cons, but Brazil has got the joy! Come and feel it!” HUGMAG.COM.BR


Cultural Corner Robert Young

is from the United States and has been living in the São Paulo regional area for more than ten years. He is the co-owner of Ceola & Young Global Consultants. Contact:

Cultural Corner is a column that gives insights and tips for visitors and expatriates on how to survive and thrive in the Brazilian everyday and business culture.

Christmas: USA vs. Brazil


013 marked my tenth year living in Brazil. For the most part, I have become quite accustomed to the daily culture, food, traditions and white-knuckle driving conditions in Sao Paulo. One custom that I must say I have never really gotten used to is the sweaty Santa that I see every Christmas time. The only snow you are going to see in a Brazilian Christmas is on your television set while watching “It´s a Wonderful Life” since I am sure that Santa delivers his toys on a surfboard instead of a sled in Brazil. While the heat of December is one striking difference between a northern hemisphere Christmas and one here in Brazil, there are other similarities and differences to take note of. For one, you can almost guarantee that Brazil follows the American custom of putting up Christmas decorations one day earlier each year. It is not uncommon to see shopping malls starting to deck their halls with wreaths and candy canes even before Halloween has hit. For the most part, you will find the same type of decorations in public places here in Brazil as you would in North America. But what you won´t see is a house in Brazil lit up like Las Vegas with Christmas lights like something Clark Griswold did in the movie Christmas Vacation. How both cultures deal with Christmas Eve/Day have major differences. Growing up in the USA, our Christmas Eve tradition was to either go to a Christmas party with friends of family or stay home. Forget about opening presents the day before Christmas. The build-up for Santa to deliver presents during the night and the anticipation of opening them the next day was immense. Christmas Day was a smorgasbord of wrapping paper, food and family visits. Brazilian Christmas flips the days around with a massive family dinner and present opening on Christmas Eve and Christmas Day essentially being the time to eat leftovers from the night and hopefully hang out by the pool ( I 8


can imagine many North Americans could be jealous of that!) and relax. As for food, there are also differences but yet, a growing influence of American style holiday dishes. If you happen to be in Brazil during this time of year, you will certainly welcome a few more pounds to the waistline with the traditional food of the season called panetone, which originally comes from Italy. It is a soft bread that is full of either crystalized fruit or chocolate chips or if you are lucky enough, truffles. Luckily, Brazilians have not caught on to the old tradition of giving fruit cake as a present but Christmas cookies are starting to become a trend. For the most part, if you are feeling a bit homesick during Christmastime in Brazil, all one needs to do is visit any shopping mall and you will almost get a carbon copy of North American Christmas décor and fervent shoppers just like you have back at home. You can guarantee there will be no white Christmas, but at least you can be amused by seeing a Santa wearing flip flops and dive into some of the most delicious local treats that Brazil has to offer.



News São Paulo has a multi-lingual children´s library

Among the English language titles available, highlighted is the book by Barack Obama, “Of Thee I Sing: A Letter to My Daughters”, that was inspired by his daughters.

For guaranteed entertainment, bring the kids to see the Belas Artes multi-lingual children’s library, the first in Latin America with books in many languages for children and adolescents up to 15 years old. There are more than 11 thousand books, magazines, comics and informational items in English, Spanish, French, Japanese, Portuguese and other languages available at the library located at the Belas Artes University Center of São Paulo, in Vila Mariana, south zone.

Service Hours of Operation: From Monday to Friday, from 8h to 19h, and on Saturdays from 9h to 16h PRua Álvaro Alvim, 90, Vila Mariana Documents for registration: RG or CPF of the minor or responsible guardian and proof of residence. For those younger than 16 years old, the registration should be done by the parents or legal guardian that will have to sign a term of responsibility. Deadline to return: 15 days. It is possible to borrow five items at a time.

Get to know São Paulo with Pub Crawl Are you open to making rounds in the São Paulo nightlife scene safely while also getting to know a new group of people? The advice then is to participate in Pub Crawl SP which brings together people from different parts of Brazil and the world for the purpose and showing them around the city by foot while stopping at various bars along the way. The meeting happens at a predetermined place where, for one hour, the crawler, the name given to the person with plenty of experience, has the right to unlimited beer and snacks. After this first hour, the itinerary becomes a surprise. There are two bars along the way and, at each bar, one drink is offered as a way of welcoming you. “And to end the night, we go into a nightclub. The get togethers happen on Fridays and Saturdays. To participate, you just need to make a reservation on the site”, explains Paula Castanho. The price of the ticket varies according to the planned route for the night, but there is always a set price that gives you the right to one hour of all you can eat beer and food, entrance to the bars on the route and a bus to takes you from place to place. The departures from each place are monitored by a team composed of staffs, security and photographers.



Pub Crawl




“So, it’s Christmas!” Get to know and enjoy of best of the end of year festivities in the city


ecember has arrived and the city is already in a holiday mood. And if there is anything that Brazilians love to do, it’s to celebrate life at its fullest. Maybe what you didn’t already know is that the majority of the population of the country (that was colonized by the Portuguese) is Christian and celebrates the birth of Jesus with



big celebrations with family and at the workplace during the whole month of December. New Years is awaited with great expectations and is brought in with big fireworks and parties that fill up the streets on this night. So that you can understand how holidays here in Brazil work and of course enjoy them at their best, we at Hugmag SP prepared this special section that talks about the

traditions of the end of year holidays where decorations, parties and Christmas joy make Brazil a great place to spend one´s holiday season!

Christmas Even though Christmas only has one official day, that does not mean that there are not other festivities surrounding the 25th. It´s quite common for Brazilian

work colleagues to get together at a restaurant or company party at this time of year. Probably they will at some point have a fun activity called “secret friend” (secret Santa in the United States)”, that is also common in countries as well. There are variations to the game but the most traditional format is like this: some time before the party, each participant takes a piece of paper with the

JoseCordeiro / SP Turis

Avenida Paulista

name of another and should not tell anyone else who it is. On the day of the party, through tips and hints, the others try to guess who is the secret friend brings spoken of. When the secret friend is discovered, there is an exchange of gifts. Whoever receives the present is the next to give the tips, and so on. Another very common tradition in São Paulo is to give what we call a “caixinha”, which is a small monetary gift or other small present such as panetones (a Brazilian cake made specifically for the Christmas season), sparkling wine and Christmas goody

baskets for professionals who work our environment be it domestic or commercial – such as day workers, doormen, postal deliverers, even bank managers. At bakeries, butcher shops and other establishments, you will see a decorated box (could even be a shoe) for people to tip the workers, which after the period is divided among all employees of the shop. The houses are decorated starting from December 6 until January 6, Dia dos Santos Reis (Day of the Holy Kings). The decorations include Christmas trees, Santa Claus, mangers and colored lights.

On the 24th, the tradition is that Christmas dinner be eaten at midnight, but in many homes the feasting begins at dinner time and continues on through the early morning hours. The typical dishes of Christmas Eve are: pork, ham, turkey, roasted chicken accompanied with rice, farofa (fried cassava flour) and mayonnaise salad which is a mixture of cooked chopped vegetables with seasoned mayonnaise. For dessert, it’s common to eat hearty portions of dried seasonal fruits such as peach, plum, grapes, pineapple and others. The dessert ta-

ble is made even better very Brazilian pudim de leite condensado (milk pudding), manjar de côco (cocunut custard), ice cream, pavês (a Brazilian layered pie of many flavors), and the traditional rabanada (similar to French toast), which is slices toasted bread covered with sugar and cinnamon that go with coffee. Oh, and of course we cannot forget panetone, a soft cake filled with crystallized fruits, chocolate chips and other less traditional variations. Although Brazilian people may also appreciate other kinds of food at his time of year,this HUGMAG.COM.BR


Special the most traditional menu of Brazilians in São Paulo, who don´t give up cold beer and sparkling wine. At midnight, there are prayers, gifts, hugs and even fireworks. Still during this evening (the parties end very late), normally “Santa Claus” visit the houses and there is lots of music. The next day everyone meets together to eat lunch and eat whatever is left from the Christmas feast.

New Years One week after Christmas, many parties and fun moves to the beach for the New Years festivities. As São Paulo does not have beaches, here the parties happen at people’s homes, clubs and nightclubs. Avenida Paulista hosts some big name music shows as well as a huge firework display. Because of the influence of the African religions, it’s common that people make offerings to the orixás (gods of candomblé) at the beaches, especially 14


to Iemanjá, the queen of the sea. There are flowers, drinks, candles and perfumes thrown into the ocean as a way of paying homage. Also because of this influence, people have the custom to dress in white, including in the city. Brazilians love superstitions and spells (see examples on the sidebar) that promise to bring luck on this date. It starts with dinner, where many are not allowed to eat bird as they move backwards. After all Christmas feasts and having to deal with the hot weather, lighter food becomes an attractive option. Speaking of food, the menu for New Years normally ends up being similar to the Christmas menu or can become a wonderful and very Brazilian barbecue. The party goes on all day on January 1, which is a national holiday. There are families and groups of friends that have secret friend on New Years instead of Christmas.

New Years spells, by Bruna Mazzarino • To find love: after the chime of the turn of the year, hug first someone of the gender that attracts you. For women, it helps to use pink lingerie. To make money: suck seven pomegranate seeds and afterwards roll up the seeds in a piece of paper and keep them in your wallet the entire year. • To prosper: start your first meal of the new year by eating three spoonfuls of lentil soup. • For everything: if you spend New Years at the beach, at midnight, jump seven waves and make a wish for each wave you jump. Another: when midnight arrives, eat three grapes and make a wish for each one.

The most beautiful Christmas decorations In São Paulo, Christmas decorations are abundant everywhere throughout the city and can be seen in guided groups. The city government of São Paulo ( and companies like Carona Cultural (www.caronacultural. and Carte Blanche ( offer itineraries that even include Christmas serenades.

We have selected some places in the city that are always worth seeing.

Rua Normandia (Moema) For many years, the residents of this street (Rua Normandia) take great pride in decorating and transforming the street so that it’s a mandatory stop.

Jefferson Pancieri / SP Turis

Downtown Vale do Anhagabaú Avenida Paulista

Jefferson Pancieriz / SP Turis

MonicaSilveira / SP Turis

Commercial centers and banks take pride in decorating their buildings. Also, there is the Christmas square erected by the city government at a crossing between the streets Padre João Manuel and Ministro Rocha Azevedo. It would be recommended to go there buy subway due to the heavy traffic. Get off at Brigadeiro station that’s at the beginning of Avenida Paulista, or at Consolação which is at the end, and take the route by foot.

Ibirapuera Park Light shows happen on the nights before Christmas at the lake close to gate 9. One of the most popular attractions in the city is the Christmas tree in front of the Park at Avenida Pedro Álvares Cabral. At 58 meters high and 28 meters in diameter, the dimensions are almost equivalent to that of a 20 story building. HUGMAG.COM.BR



RELATIONSHIP AND THE SOUL OF THE BUSINESS Dr. Ivan Misner, considered the father of modern networking, gives tips to entrepreneurs on how to find success


very week, at 6:30 in the morning, approximately 157 thousand entrepreneurs from different areas and segments of 53 countries, divided into about 6,400 groups of 24 members each, on average, meet together for a breakfast in some hotel in the pursuit of making business connections. During the meeting that starts punctually at seven and lasts an hour and a half, each member presents their business in one minute and makes their reference request, or in other words, what type or which client do they specifically want to reach. During this presentation, all of the other participants note the request of the presenter and over the coming days look among their network of contacts for potential referrals to send to this particular group member so that their business is increased. In this way, more than seven million business referrals were made among such groups in 2012, which has generated US$ 3,3 billion over the last 12 months. The excellent results prove that, in this era of social networking, personal contacts and the union of



mutual cooperation are more than even essential for the success of any business. This is the concept of Business International Network (BNI), an American company that has created and organized these meetings all over the world for more than 25 years. In Brazil, BNI started its activities in 2009 and has already brought together 525 businessmen in the cities of São Paulo, Santos, Barueri, São Bernardo do Campo, Campinas, Jundiaí and Guarulhos, in the state of São Paulo. In this edition, we interview the founder of BNI, Dr. Ivan Misner, who tells a little of the story of the business and gives networking tips to help entrepreneurs become successful. Hugmag: Why and how did you create BNI? Ivan Misner: I started BNI in 1985. I was looking for referrals for my consulting practice and I put people together who I felt comfortable referring and I hoped that they would feel comfortable referring me. From the start, we allowed only one person per profession in the group. After a couple months, someone came to the group who couldn’t join be-

Dr. Ivan Misner is the founder & chairman of BNI, the world’s largest business networking organization. Dr. Misner’s Ph.D. is from the University of Southern California. He is a New York Times Best selling author who has written 17 books. Called the “Father of Modern Networking” by CNN, Dr. Misner is considered one of the world’s leading experts on business networking and has been a keynote speaker for major corporations and associations throughout the world.


17 17

Business cause there was already someone represented in We have specialized trainings for our BNI Directors, that profession. She asked me to help her open a chapter Leadership Teams, Membership Commitgroup that she could join. I agreed to do so and tees, members and more. Lastly, the program is at her first meeting there were run by local BNI Directors who several people who attended understand both the culture of “BNI can help expats in a who could not join because of the community as well as the a conflict with their professions. country in that it helps them culture of the organization. It They then asked if I would help to integrate quicker within the is this local management with them open groups for them. cultural context. Integrating a consistent training program Within a year, I helped open 20 that has made BNI scalable into the culture is important and effective world-wide. groups of BNI. It was at this point I realized that I struck a and spending time with local chord with the business comHugmag: In the era of soBrazilian entrepreneurs is a munity. Business schools cial media and the interdon’t teach this at universities net, what is the importance great way to do that.” and business professionals of personal networking for really want to build a referral businesses? business but they simply don’t know how. BNI was Ivan Misner: Regarding online networking and an outgrowth of that need. face to face networking, I believe that it is not an either/or situation but a both/and situation. I believe Hugmag: What is the philosophy of BNI? social media is a great way to gain exposure to a Ivan Misner: The philosophy of BNI can be wide spectrum of people. However, nothing beats summed up in two simple words - “Givers Gain.” If sitting down with someone in person, shaking their someone wants to get referrals, they must first be hands, and talking to one another. willing to give referrals to others. It is predicated on that age-old concept of “what goes around comes Hugmag: How can BNI help foreign entreprearound.” By people getting together on a regular neurs who are coming to Brazil? basis with a focus on building relationships and Ivan Misner: Yes, BNI can help expats in a countrust - referrals can be passed and business can try in that it helps them to integrate quicker within be done. It is the perfect example of the “sum of the cultural context. Integrating into the culture is the whole being greater than the individual parts.” important and spending time with local Brazilian In other words, having a group of people working entrepreneurs is a great way to do that. together to generate business, they will generate much more than if they try to do this individually. Hugmag: Please give us networking tips to successfully undertake. Hugmag: Why is BNI so successful? Ivan Misner: In order to be successful in buildIvan Misner: The philosophy of the organization is ing relationships that will lead to business referrals a great foundation for the program. However, there and opportunities, there are four things you need to are also other reasons why BNI has grown so sig- focus on (three core concepts and one theme that nificantly. The first is that we devote a substantial applies to each of the three core concepts). These amount of time teaching people how to build their elements are: embrace quality, add people to your business through referrals with the BNI program. network, seek engagement and share stories. 18


NETWORKING TIPS Embrace Quality Quality is first on the list for a reason. The process begins by being very selective about who you bring into your circle of business networking relationships. You want quality business professionals who have a positive, supportive attitude. You also want people who are good at what they do. Effective networking is also dependent on the quality of the relationships that you actually develop in the group. If your network is a mile wide and an inch deep, you won’t be getting the referrals you expect. Therefore, it is important to build deep relationships with your referral partners over an extended period of time if you want to generate more referrals. Add People to Your Network Years ago I learned that there is a dramatic correlation between the size of a quality group and the number of referrals that are generated by that group. In a network, the number of relationships leads to a number of possible business referral connections that is a squared multiple of the actual number of people in your network! So as you begin to build your own network of referral relationships, keep in mind that the more, the better! The bottom line is that the more connections you have (based on quality relationships of course), the more referrals you can generate. The math is pretty significant and consistent. Seek Engagement Engagement involves a promise and an action. In order to achieve success in your group of networking relationships, you and your relationships must promise to support one another and then take

the actions necessary to fulfill that promise. There are many ways that you can become engaged. Have you taken the time to regularly meet with the people in your network? Have you taken the time to educate them regularly on the key features of your business so that your products or services will be on their mind as they are out and meet someone with a need for them? Have you taken the time to become educated on the key features of your networking relationships’ businesses so that you can do the same? The higher the number of people in your network engaged in these activities, the more likely the entire group will be generating more referrals. The reason for this is a shared vision of success and a shared implementation of that vision. Share Stories The last piece of the 3+1 For Networking Success is to tell stories. Listening closely to the information shared by those in your referral network will help you in telling positive stories about them when you see potential opportunities to refer them. Doing those regular meetings with each of them will help you to tell stories when you give referrals. Think about your many experiences and write them down. A good story compels people to take action and this action transforms or helps them in some way. Facts tell, but stories sell. If you want to build your network in order to generate more referrals, overlay storytelling on top of your efforts. Understanding 3+1=Networking Success formula can improve your business networking success in amazing ways.



Business Fairs and Events Some of the main events to be held in São Paulo in October. Selected by São Paulo Convention & Visitors Bureau.

30 X BIENAL - Transformations in Brazilian Art from the 1ª to 30ª Edition Pavilhão da Bienal do Ibirapuera PParque Do Ibirapuera, S/N - Portão 3 Until 08/12/13 q+55 11 3032-1599


Holiday Inn Parque Anhembi PRua Professor Milton Rodrigues, 100 - Parque Anhembi Until 04/12/13 q+55 11 3237 3210

International Conference on Innovation and Management

04/12/13 a 06/12/13

q+55 11 3155-5444

XX International Symposium on Mechanical Ventilation Hospital Albert Einstein - Moise Safra Auditorium PAv. Albert Einstein, 627 - 1º floor, Block A – Morumbi 06/12/13 to 07/12/13 q+55 11 2151-2526

HEALTH 2.0 LATIN AMERICA Sírio Libanês Hospital

PRua Dona Adma Jafet, 91 - Bela Vista 06/12/13 to 07/12/13

Teatro Tucarena - PUC/SP PRua Monte Alegre, 1.024 – Perdizes 02/12/13 to 04/12/13 q+55 11 2604-8650

q+55 11 3155-8800

ICIM 2013 - 10º International Congress on Innovation and Management

Centro de Convenções Rebouças PAvenida Rebouças, 600 - Cerqueira César 07/12/13 to 08/12/13 q+55 11 3892-5152

Teatro Tuca - PUC/SP PRua Monte Alegre, 1024 – Perdizes 02/12/13 to 04/12/13 q+55 11 2604-8650

ENGEMA - XV National meeting on business and environmental management

School of Economics, Business and Accounting at the University of São Paulo / FEA-USP PAv. Prof. Luciano Gualberto, 908 –Butantã 02/12/13 to 03/12/13 q+55 11 3665-9351


Hilton São Paulo Morumbi PAv. Nações Unidas, 12901 - East Tower - Brooklin Novo 02/12/13 to 04/12/13 q+44 (0) 20 7017-7200

BIBVIVA - VI International Seminary on public and community libraries Memorial da América Latina Simon Bolívar Auditorium


PAv. Auro Soares de Moura Andrade, 664 - Barra Funda




Universidade de São Paulo - Instituto de Química PAvenida Prof. Lineu Prestes 748 - Cidade Universitária 07/12/13 to 14/12/13 q+55 11 2648-0054


Autódromo de Interlagos PAvenida Senador Teotônio Vilela, 261 –Interlagos 15/10/2013 q+55 11 3576-1200

89ª INTERNATIONAL SÃO SILVESTRE RACE • Start: Avenida Paulista-MASP • Finish: Pça Tulio Fontoura – Obelisk 31/12/2013 q+55 11 4191-1236

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Virtual Office With the highest number of customers in Brazil, Virtual Office is the owner of every office offered, which means no risk of unexpected changes of address for their customers. The company is also a pioneer in generating solutions to entrepreneurs, independent professionals and organizations seeking to establish themselves in new markets. Its mission is to effectively attend companies of different profiles, including multinationals, by providing a network of smart services. With units in Rio de Janeiro, São Paulo and Alphaville, the company also operates in the major capital cities of the country thanks to a partnership with ANCNev (National Association of Business Centers and Virtual Offices). Virtual Office’s Customer Line +55 11 3170-3070 HUGMAG.COM.BR


Gourmet Guide

By Daniela Ferreira Vieira

Restaurants Acarajé da Dona Inês (from the state of Bahia)

A great option for those wanting to try the famous bolinhos specifically found in Bahia, which is made from a base of black eyed peas fried in palm oil and stuffed with vatapá, caruru, sauteed shrimp and pepper. Everything at the restaurant is very spicy and tasty. Dona Inês also serves other plates made from a base of seafood with authentic Bahian seasonings as well as popular desserts found in the region such as tapioca pudding, ambrosia, and white and black cocadas. PAvenida Nossa Senhora do Loreto, 1.144 - Vila Medeiros Zona Norte q+55 11 2982-1243

Adi Shoshi Delishop (Bulgarian/Jewish)

The deli offers a Jewish menu and other contemporary options. Some of the house favorites are bolinho de peixe (fish cake) and beef ribs with ferfalle (a squared flour seasoned with chicken sauce and fried onion). The most popular among the desserts is the Pudim Crem Caramel, which is a traditional family recipe from the restaurant owners and finishes in the traditional way of this typical Bulgarian meal from the city of São Paulo. PRua Correia de Melo, 206 - Bom Retiro - Centro q+55 11 3228-4774

Baby Beef Rubaiyat (Meat)

The brand Rubaiyat is a point of reference when it comes to the subject of barbeque. The cuts (Brazilian, Argentinian, Uruguayan, and Australian) come from animals of their own creation as well as others brought from Argentina. Served à la carte, the meats come with potatoes, farofa, and salad served in a buffet. Every Wednesday and Saturdays at lunch, their feijoada buffet has become a great success (R$ 99,00). PAlameda Santos, 86 - Cerqueira César – Zona Oeste 55 11 3170-5100

Casa Garabed (Arabic)

Founded in 1951, Casa Garabed still uses its original oven which operates from a base of Eucalyptus to produce esfihas (Arab style pastries) with a thin, crispy and smoked crust. The restaurant offers a vast menu of Armenian and Arab delights: quibes, pasta, roasted meat and traditional sweets, all homemade and made from their own family´s recipe. PRua José Margarido, 216 – Santana – Zona Norte q+55 11 2976-2750

Castelões (Italian)

In the middle of Brás, a neighborhood in the downtown area of São Paulo, is one of the most traditional cantinas in the city, founded about 80 years ago. Amidst sausages hanging from



the ceiling, clients enjoy a little bit of Italy through pastas and meat dishes, such as goat ling. But the restaurant’s main attraction is the pizza. Twelve flavors make up the menu, including the Castelões pizza, stuffed with mozzarella and sliced pepperoni. PRua Jairo Gois, 126 - 11 Brás – Zona Leste q+55 11 3229-0542

Feijão do Norte (Brazilian)

Located on the second floor of the Metrópole galleria, this simple restaurant serves typical food from the northeast region. On the menu, common ingredients from Northeast cuisine are found such as dried meat, cassava, stringed beans and cheese curds. The plates are well served at very fair prices. PAvenida São Luís, 187 – República – Centro q+55 11 3259-7613

Ici Bistrô (French)

The restaurant offers French culinary classics with a contemporary touch and is always full. One of the most popular plates is the steak tartare with raw quail egg on top, served with brioche and potato toast which can be requested as an appetizer or main course. For those who enjoy seafood, a popular entry is fresh mussels cooked in white wine with onions, celery, garlic butter and parsley. Served with fries. PRua Pará, 36 Consolação – Centro q+55 11 3257-4064

Jun Sakamoto (Japanese)

Considered an upscale restaurant with just 30 seats and is only open for dinner. Artisan Japanese food served by 15 employees in which the service is of extremely high quality. It is necessary to make reservations in order to enjoy the culinary wonders of Jun Sakamoto, considered by many the top specialist in Japanese cuisine in all of Brazil. PRua Lisboa, 55 - Cerqueira César – Zona Oeste q+55 11 3088-6019

Lá da Venda (Brazilian)

This is a different type of restaurant. It is a mix of a warehouse full of things hanging from the ceiling and spread out everywhere, and a restaurant with homemade foods. The menu offer options such as hot plates with meat, poultry, fish and a choice of vegetables, salad soup. If the weather is hot, the popsicles and ice cream prepared daily with milk and in-season fruits are a great option. For happy hour, snacks are served along with French wines from small producers. The beers that come with the entrees are also artisan just like the cachaças. PRua Harmonia, 161 – Pinheiros – Zona Oeste q+55 11 3037-7702

Lamen Kazu (Japanese)

Restaurant specializing in traditional lamen. In cooperation with

the company Try, which runs a chain of restaurants specializing in ramen in the Province of Chiba, Japan, Lamen Kazu was inaugurated on June 19, 2008 in the oriental neighborhood of Liberdade in São Paulo. Try, specializing in misso lamen (specialty lamen from Japan), something rare even in Japan, was developed through an exclusive business collaboration. These flavors, with salt and soy sauce, are specifically designed for Brazil. The pasta, sauce and misso (special lamen from Japan) are made exclusively by Try and are imported under refrigeration directly from Japan to provide the authentic Japanese flavor. PR. Thomaz Gonzaga, 51 – Liberdade – Centro q+55 11 3277-4286


La Pasta Gialla (Italian)


(Thai, Mexican, Brazilian and Italian)

In a big room decorated with Brazilian artwork and mined objects from all over the world, authentic recipes are served from Thai, Mexican, Italian and Brazilian cuisines. The dishes are adopted to maintain all original characteristics, respecting the ingredients and seasonings of each country. Plates such as Jôse Boipeba stew, made from shrimp with banana, the classic “pad Thai” and chicken sautéed in a wok pan with cashews and jasmine rice can be served with cocktails like the caipirinha with cashew and lemon or the watermelon margarita. PRua Dr. Melo Alves, 205 - Cerqueira César – Oeste q+55 11 3086-4774

La Pa

Ora Pois! (Portuguese) A

typical Portuguese restaurant at a good price. Roomy with a cozy atmosphere, the highlights of the menu are recipes such as codfish in a dumpling or shell as an entree, or the eight choices of main course such as roasted meat with crushed potatoes. There are two locations in the city, one of them at Serra da Cantareira, where you can get cozy on the deck and enjoy the forest. PRua Fidalga, 408 – Pinheiros q+55 11 3815-8224

ialla aG st

The chain of restaurants arose from an idea of chef Sergio Arno, one of the most renowned in São Paulo, to create a place that offered an excellent gastronomical variety with a true Italian touch from the region of Tuscany. Everything is served at a more accessible price and unmistakable presentation of dishes to contemplate a legion of Brazilians with Italian descendants or those who appreciate great Italian food. The brand ´as Italian as Italy´ today is known all over the country. There are already 18 restaur a n t s spread a l l

over Brazil. La Pasta Gialla sets itself apart with its artisan pastas. PAlameda Lorena, 1.285 – Jardins q+55 11 3061-3055

Ritz (Variety)

Kitchens from many parts of the world are on the varied menu of Ritz, with dishes that have had success since its opening such as chicken pie with salad, hamburgers made on location in a variety of versions such as Poivro and



Gourmet Guide the classic Ritz burger, as well as its famous bolinho de arroz (rice cake). The restaurant offers a different specialty plate every day. Ritz Franca also offers delivery service called Ritz at home in the entire neighborhood of Jardins and surrounding districts. PAlameda Franca, 1.088 Jardim Paulista – Oeste q+55 11 3088-6808

Ruaa (Various)

The restaurant’s menu is based on street food, with items that are commonly sold in the stalls of streets in several cities in the world such as Japan, Thailand, United Kingdom, among others. At lunchtime, it offers an executive menu composed of an appetizer, main course and dessert. Among the options are Thai green curry with jasmine rice with chicken or tofu versions, ham ragu with cambuci pepper vinaigrette and homemade toasted bread and steak tartare with cassava chips and salad. PRua Mourato Coelho, 1.168 – Pinheiros q+55 11 3097-0123




Inaugurated in 1958 in the most distinctly Italian neighborhood in São Paulo, Bixiga. The cantina serves a variety of plates and some of the best pizzas in the city. Highlights are the Margherita and Neapolitan, the Calzone (closed pizza), the consecrated Tortano (the authentic Neapolitan sausage bread) and Pastiera di Grano (delicious dessert made from a base of whole wheat grain and ricotta cheese, served over an exclusive recipe of Dona Speranza). PRua 13 de Maio, 1.004 - Bela Vista – Centro q+55 11 3288-8502

Trindade (Portuguese)

Located on the trendy Amauristreet, the restaurant Trindade di fferentiates itself with modern touches while maintaining the Portuguese culinary tradition. Classic plates such as shrimp with garlic, oil and codfish chips and the Bacalhau Nunca



Chega(smoked codfish, black olives and ham) are some of the stars of the menu. There are still other options such as creamy soups and traditional soups like Caldo Verde (a broth from mainly green vegetables) and Sopa de Salmão (Salmon Soup). For dessert, chocolate mousse with a wooden spoon is one of the more than ten types of Portuguese and Brazilian recipes. PRua Amauri, 328 - Jardim Europa – Oeste q+55 11 3079 4861

Si Señor (Mexican)

This chain of restaurants has a number of locations in São Paulo. On the menu, you will find appetizers and plates from Tex-Mex cuisine which is adapted to the tastes of Brazilians and made less spicy. It also offers a lunch buffet. PRua dos Pinheiros, 661 – Pinheiros – Oeste q+55 11 3081-0055


Bars Bardega

With an offering of 110 different labels and an atmosphere that lends itself to great conversation, the bar offers to wine lovers a panoramic tour of the most important wine producers of the new and old world. Besides the great variety of labels, Bardega seeks to bring the consumer closer to the products. With 12 Enomatic machines available at the bar, the guests can serve themselves with the quantity that they desire (30 ml, 60 ml ou 120 ml). The majority of the available wines have prices between R$ 14 and R$ 40. In the garden at the bottom of the bar, the guests find a Champagne Bar. There are 14 labels of sparkling wines from different countries such as Cava from Spain, Prosecco from Italy, Champagne from France. Also available by the glass. PRua Dr. Alceu de Campos Rodrigues, 218 – Itaim Bibi – Zona Oeste q+55 11 2691-7578

Bar do Alemão

A family bar whose most popular dishes are the steak allapa-

rmigiana with lots of tomato sauce and white rice and Steiner steak: a cut of meat fried in butter with onions, tomato sauce and cheese. To drink, cool draught beer. Although the restaurant seems a bit on the sophisticated side, the atmosphere is relaxed. PRua Dr. Mário Ferraz, 490 - Jardim Paulistano q+55 11 3078-3828


This bar makes a reference to the old and classic botequins (taverns) of the city, with a nostalgic decor, caricatures on the walls and several references to Pixinguinha, a renowned Brazilian flute player, saxophonist, composer and musician. Known for its draught beer and snacks, the bar is ideal for those who don’t want to go home too soon or for those who just want to go out to have a drink. On Sundays, it´s worth it to try the dried meat in pumpkin, served with rice, cabbage and cassava. A typical Brazilian bar. PRua Fidalga, 254 - Vila Madalena q+55 11 3813-9226

Papo, Pinga e Petisco

The bar is in one of the more alternative squares of the city, where bohemians and people from the theatre gather. The atmosphere is rustic and seems to have stopped in time, as it is decorated with antique objects and includes a bookstore that sells used books and records. The fun is complete with a pool table and a Juke Box machine. Beer and shredded meat sandwiches is the combo that most pleases the guests, and they also have a lovely variety of cachaças. PR. Martinho Prado, 118 – Consolação q+55 11 3257-4106 Cafes and treats

Cafes and Treats Ofner

From a Hungarian origin, the cafe is one of the most renowned in São Paulo. With 21 stores in the city, cakes, quiches, ice cream and candies, among other delicacies are served with coffee at any time of the day. PAlameda Campinas, 1160 - Jardim Paulista q+5 11 3051-8206


A network of stores that sell a yogurt-based ice cream with no sugar and low fat. You can choose from different fruit toppings that make the dessert more nutritious and tasty. Refreshing and healthy, this is an option for those who have not given up on treats but who want to watch their diet. PAvenida Regente Feijó, 1.739 – Vila Regente Feijó q+55 11 2643-4077

olaf herschbach /


Nightlife D. Edge (Electronic Music)

A place of reference when it comes to electronic music in the city and is considered by lovers of this style of music to be the top club not just because of the quality of sound, but because of the architecture and style. International DJ´s are always present at the clubs pick-ups, where only on Mondays will you hear rock. PAvenida Auro Soares de Moura Andrade, 141 – Barra Funda - Zona Oeste (Metrô Barra Funda) q+55 11 3665-9500

Festa Pilantragi (Popular Brazilian Music)

Pilantragi first opened in September of 2012 to celebrate Brazilian culture and it brings together fans of Brazilian Popular Music every Thursday. The group meets at a place called BeboSim, in the neighborhood of Perdizes. The bar inspired in Bahia, has a Brazilian menu with cachaças, drinks and regional foods. Among the most popular dishes is Acarajé (Bahian plate made of fried cornbread, shrimp and a spicy sauce). For parties, the place is equipped with a dance floor, decorations and special lighting, in addition to the art expositions of new talent and national movie classics being shown on a projector. Every Thursday from 20h to 5h30 PAvenida Alfonso Bovero, 1107, Perdizes – Zona Oeste q+55 11 2713-2828

Rey Castro (Latin Music)

An ideal place for those who enjoy Latin rhythms such as salsa, rumba and merengue. The club, open from Wednesday to Saturday, is a replica of colonial homes from Cuba and the majority of the employees at the club such as the waiters, dancers and musicians are natives of the island. On the menu, typical Cuban dishes are found like the famous guacamole guantanamera, a pineapple sauce served with corn tortillas and the most well known Cuban drink, the Mojito. PRua Ministro Jesuíno Cardoso, 181 – Vila Olímpia - Zona Oeste q+55 11 5505-3101

Traço de União (Samba)

One of the most traditional Samba clubs in São Paulo. The club is frequented by a public with unique tastes, older than 25 years old, that between one beer and the next, takes the risk to break a few steps on the dance floor. On the menu you find very Brazilian appetizers and drinks including the famous feijoada served on Saturdays starting at 13h. PRua Cláudio Soares, 73 – Pinheiros - Zona Oeste (Metrô Pinheiros) q+55 11 3031-8065 / 3816-7693 26


By Daniela Ferreira Vieira, Jaqueline Araujo e Sílvia Beraldo

Bazars & Outlets Mercadinho Chic A permanent mini street market of fashion and contemporary design. The events take place weekly with a renewal of the selected brands from each edition. Galeria Oscar Freire PRua Oscar Freire, 720 From Wednesday to Saturday from 12h to 20h. And Sundays from 11h to 19h PAlameda Santos, 1347 From Monday to Friday from 11h to 19h. q+55 11 3088-2348

Outlet Premium The São Paulo Outlet Premium offers top of the line products at discounts up to 80% for the entire year. An open mall with more than 90 factory stores with exclusive representatives of foreign brands such as Calvin Klein, Lacoste, Giorgio Armani and Levi´s. It offers as well a food court, restaurants, a baby changing room, a room for breast feeding, motorized wheelchairs and free parking with almost a thousand spots. Km 72 on Rodovia dos Bandeirantes (Bandeirantes Highway)

Q-Bazar Brings together fashionable products for male, female, children, unisex, sports clothing, accessories, footwear, cosmetics and entertainment. At Q-Bazar, Brazilian brands such as Ellus and Mandi, among others, have discounts that vary between 30 to 70%. Shopping Interlagos PAv. Interlagos, 2.255 - Interlagos 31/10 to 23/12 - free admission and parking on site. Hours of Operation: 10 to 22h q+11 3816-2525

Decorations and Gifts Cecília Dale Decorative items are the strong point of this chain of shops present in several locations of São Paulo. Contemporary fur-

Shopping Guide

niture and accessories add to the atmosphere of the shop. It´s famous Christmas collection makes it a very popular shop at the end of the year. Rua Doutor Melo Alves, 513 - Jardim Paulista q+55 11 3372-3900

Etna Together with Tok&Stok (below), it is the biggest department store specialized in furniture and decorations in the city. Everything is very organized. A great variety of items with a good design and accessible prices pleases clients from all backgrounds that look for practicality. Berrini Store PAvenida Eng. Luís Carlos Berrini, 2001 (ou Av. Dr. Chucri Zaidan, 281) – Brooklin Marginal Tietê Store

PMarginal Tietê, 2000, near to Tatuapé Bridge

Tok&Stok In the large shops of the Tok&Stok chain, one can find everything for home and office, with for many items easily available. The partnerships made with national and international designers have had as a result products with a quality design at accessible prices.

PAvenida Marginal do Tiete, 1250 - Vila Guilherme q+55 11 3583-4600 Please check out other addresses at:

Christmas Christmas gift baskets are always a great gift option for friends or acquaintances. We have selected two places that offer excellent options:

Casa Santa Luzia

PAlameda Lorena, 1471 - Jardins q+55 11 3897-5000

Empório Santa Maria

PAvenida Cidade Jardim, 790 - Jardim Paulistano q+55 11 3706-5211



Local Tips


ão Paulo, known as the “rock forest” is not a city made up of great natural beauty, but has an interesting plasticity when looked at attentively. To help you to take good images of the city, Hugmag SP interviewed a photographer from São Paulo, Eduardo Raimondi, who is a specialist in images of architecture and urbanism.

From up high Martinelli Building Located downtown, the building Martinelli was the first skyscraper in Latin America. Inaugurated in 1929 with 20 floors, it was considered spectacular for that time period. As time went by more floors were added until it reached 30 as its builder Giuseppe Martinelli had idealized in the beginning. For decades, it was a symbol of wealth and progress in the city. It had been through moments of decay until being reformed and today is occupied by public offices. From its top floor it is possible to take incredible photos. The building has three entrances: PRua LiberoBadaró, 504 to 518. PRua São Bento, 397 to 413; PAv. São João, 11 to 65; Metrô São Bento – Blue Line Visitation: Monday to Friday from 9h30 to 11h and from 14h30 to 16h.



Scheduling of monitored visits only on Saturdays from 9h to 13h. q+55 11 3104-2477

Vladimir Yudin/

Where to take photos of the city Altino Arantes building (Building of Banespa) Built in 1939, it is located in the heart of the city, close to the Martinelli building. With more than 160 meters in height, it was considered in the 40’s to be the biggest construction of reinforced concrete in the world and for almost 20 years it was the tallest in the city. From the top of the lookout, the line of sight is 360º and reaches 40 Km. “From there it’s possible to see the Serra do Mar, Jaraguá peak, the buildings of Paulista Avenue and the main buildings of downtown”, says Raimondi. PRua João Brícola, 24 - Downtown Metrô São Bento – Blue Line Hours of Operation: from Monday to Friday, from 10h to 15h. q+55 11 3249-7180

From the Ground Bike Path Pinheiros River It’s not just from up high that you can take great photos of São Paulo. The bike path on Pinheiros River that extends for 21.5 km is a great example

Photos: Eduardo Raimondi

Altino Arantes building

of a place where it’s possible to appreciate the city and see it from a different point-of-view. “It is a quite interesting perspective and the bike ride will enchant you. In some parts of the path, it’s even possible to see capivaras (a native Brazilian animal)”, says the photographer. There are five points of access to the bike path: • Na Av. Miguel Yunes, between the train stations Jurubatuba and Autódromo • At the train station Jurubatuba • Through the footpath of EMAE, that already existed, together with the train station Vila Olímpia • Santo Amaro train station Cidade Universitária bridge Hours of Operation: from 5:30 to 18:30

Liberdade The neighborhood of Liberdade, in the downtown region, is a true piece of the Far East in Brazil. There you have the largest Japanese colony in the world outside of Japan. According to Raimondi, there are dozens of streets that have adorned poles, light fixtures, and store facades that render incredibly detailed images. “Enjoy excellent dishes in any one of the delicious restaurants in the neighborhood that also receives traditional Japanese and Chinese celebrations.” On Sundays, a street fair with typical Japanese food and drinks is a great

possibility for something to do.

Liberdade Metro Station– Blue Line

Viveiro Manequinho Lopes Ibirapuera Park Inside of Ibirapuera Park which is the largest park the in the city, one small area holds wonderful surprises. It is Viveiro Manequinho Lopes, whose primary purpose is the production of seedlings which are then sent to plantations in public municipal areas. There you can get away from the frantic pace of the city in the company of trees, native plants of Brazil and the sound of many birds in the background. Ibirapuera Park PAv. Pedro Álvares Cabral – Moema Portão 7A Hours of Operation: Monday to Friday from 7h to 17h q+55 11 3887 – 7728 / 3887 – 6761

Eduardo Raimondi

With a degree in Design and Photography, the 32 year old Paulistano is specialized in architectural photography and urbanism and has been the owner of ER Fotografia for 10 years. Take a look at his work here



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Useful Information

Traffic- understand how the “car rodízio” and the “Zona Azul” work RODÍZIO

The traffic of the city of São Paulo, one of the largest urban centers in the world, is quite heavy. One of the solutions adopted by the city government to help solve the problem is the municipal ``rodízio” for trucks and automobiles at peak hours of traffic, something common also in other metropolises. In São Paulo, it works like this: from Monday to Friday, in accordance with the last number of the vehicle license plate and the day of the week (see the table below), the vehicles cannot circulate around the streets and avenues inside what is called the


mini-beltway (area delineated by the red line on the map below), from 7 to 10 o’clock and from 17 to 20 o’clock. Included in this area are the Marginal (Tietê and Pinheiros), Av. dos Bandeirantes, Viário Maria Maluf Complex, Av. Tancredo Neves, Av. Juntas Provisórias, Av. Luís Inácio de Anhaia Melo and Av. Salim Farah Maluf. Cars with license plates from other municipalities also must follow the rules of the “rodízio”. Anyone that disrespects these norms commits a middle level infraction and receives a fine of R$ 85.12 and a penalty of four points on their driving record. Be aware!







Last number on plate







Zona Azul

Zona Azul or Área Azul is a parking strategy used in large Brazilian cities to incentivize car turnover in the parking spots. Regulated by the Brazilian traffic code and municipal laws, the majority of the cities function in three categories: “one hour”, “two hours” and “loading and unloading”. The time that Blue Zone is in effect is from Monday to Friday from 07h 32


to 19h and on Saturdays from 07h to 13h, having flexibility to vary based on the needs of the region. In São Paulo, the Blue Zone is in effect in more than 36 thousand parking spots all over the city. The instructions for how to use the system are printed on the back of the “Cartão Azul” (Blue Card) are only in Portuguese, as follows: The “Cartão Azul” (Blue card) permits a vehicle to remain for 1 hour in the parking spot. The maximum

dndavis /

time allowed in the same spot is 2 hours, as it’s obligatory that the vehicle leaves the space at the end of this period, except in places where the vertical signs allow for a longer period. On the regulatory signs in the “Zona Azul” are shown the times, days of operation, conditions for parking and time allowed to park in the space. Fill in the card only with a ballpoint pen marked with X in each required empty space, writing the license plate of the vehicle and in each field the day, month, hour and minute of your arrival. Place the card over the panel of the vehicle front side up, allowing the writing on the card to be clearly seen, as it is prohibited to take the card away from the vehicle.

Official Price • Book of Zona Azul vouchers for 01 hour: R$ 28.00 (10 vouchers) • Resident Card: R$ 92.42 monthly • Student Card: R$ 56.00 monthly - exclusive for Pça Charles Miller • Pacaembu Card/ 08 hours: R$ 72,30 monthly • Pacaembu Card/ 10 hours: R$ 90,20 monthly

• Pacaembu Card/ 12 hours: It is shown on the “Zona Azul” regulatory plates the hours, days of operation, parking conditions and time permitted in each space. • Fill in the card only with ballpoint pen marked with X, writing the license plate of the vehicle and in each field the day, month, hour and minute of your arrival: R$ 107.90 monthly

Tips • Acquire your Zona Azul voucher books only from the official CET resellers who can be found through the site or at telephone number 1188. In general, they are sold at shops and newsstands. • Acquire your voucher book ahead of time. Have it always in hand to utilize when necessary. The Zona Azul card does not have an expiration date. • Never allow others to fill in your Zona Azul card and discard it after use. Always respect the signs even if an inspection agent is not there. • Attention: parking in violation with the Zona Azul regulations is considered and heavy infraction and results in three negative points on your driving record and a fine of R$53.20 as well as the possibility of the vehicle being towed. Source: HUGMAG.COM.BR


Benis Arapovic /

Useful Information

Eating out-understanding how the restaurants “per kilo” work in Brazil


t is probable that in no other country in the world are the restaurants called “per kilo” or “self service” where the guest serves himself and pays for the food based on the weight of the plate, so popular as in Brazil. In São Paulo, there is one on every street corner and they can be a great option for people in a hurry or, depending on the place, people wanting to economize. The problem is that the majority of people that come from abroad don’t know this type of system and don’t know how to find a restaurant like this. To help, we have provided this small manual. Check out our tips and enjoy the best that these “per kilo restaurants” have to offer.

Tips on which to choose Paying attention to the cleanliness of the place is basic, and it’s also worth remembering to check if the environment is clean, if it’s aired out, and if the employees use caps and gloves. Check to see if the place has a good number of people dining there and if there is a lot of leftover food on the plates of those who have already eaten, because this can indicate a bad quality restaurant. The price is always important. If it is really low, less than R$20.00, do not trust the quality. The price per kilo of restaurants considered good is, on average, R$35.00. Remember that the price, in general, does not include drinks or dessert. Some more popular restaurants offer juice or gelatin as a courtesy.

How it works Soon after entering, there is a place for trays, plates, cutlery and napkins. In some restaurants, 34


there are little cups for desserts. You take what you need and get in line to serve yourself. Hot food and cold food are usually separated into sections. Drinks as well as sweets can be found in refrigerators in easy reach. The first table of cold food contains salads, cold meats, eggs, fruits and in some cases desserts. In others, the sweets can be on the last table together with the drinks or in refrigerators. Normally after the cold food section come the hot plates. Many restaurants have an area also that serves grilled meat. Take advantage of this and try the famous Brazilian barbecue. After serving yourself, go to the scale and put your food there so the attendant weighs the plate and marks the weight and price to be paid on your bill. Your bill will either be written on paper or you will be given a card with a specific number that electronically has your bill on it. Simply take that card to the cashier when you are ready to pay. The scale already discounts the weight of the empty plate, which is called the “tare”. The majority of the time, the dessert is weighed on another scale and on top of a plate as its price is different than the price of the food. In some places, you pay immediately after weighing the food, in others, upon leaving. If you pay upon leaving and if you were served at the table, probably you will be charged an additional 10% service charge for the amount of food consumed. You are not obligated to pay this service charge in any restaurant, bar or cafe in Brazil, but it is something very common that is similar to a tip. So you see, it’s not so difficult! With time you will get accustomed and can have great experiences in this type of restaurant.

Karina Del Monte and Pedro Schiavon


Lugarzinho - Real finds in São Paulo and surrounding areas To find out more about these and other incredible places, please access the website:

Empório Sagarana The bar is a small warehouse like those where you lean against the counter to have a chat and drink a beer or cachaça. It was originally constructed and used as a warehouse; it ended up becoming a bar. Everything is cozy, from the yellowish light to the rustic floor, from the counter to the attendants and the view of the innumerable bottles. The specialty is beer from all over the world, but the hundreds of cachaças are also greatly loved by the public, especially the foreigners. PRua Aspicuelta, 271 - Vila Madalena – São Paulo q+55 11 3031-0816

Heinz Heinz is most well known for its famous “chopp” (draft beer), but it is just one more detail when we see the menu, with German plates such as kassler, Einsbein and the big sausages, along with some incursions from Brazilian cuisine such as crabs and shellfish served on the weekends in the company of enormous caipirinhas. Heinz is an eternal bar in every sense of the word. PRua Lincoln Feliciano, 118 – Boqueirão - Santos q+55 13 3286-1875

Pedra do Baú Pedra do Baú is a challenge for those who have strong legs and courage. It is a fantastic meeting of rocks whose culminating point has 1950 meters of altitude. Access is by São Bento or Campos do Jordão and the path is paved until the last 5 km that are dirt. The ascent is dangerous and worth remembering that after you will need to come down. The reward is getting lost in the spectacular view of the Mantiqueira Mountains. PRodovia Nelson Ferreira Pinto, Lagoinha/SP



Museums of Brazil


Art in Brazil: a history of Modernism 50 works in the collection of at the Pinacoteca of São Paulo Lasar Segall The Pinacoteca of the state of São Paulo, an institution of the secretary of culture, presents at the Pinacoteca station the long term exposition Art in Brazil: a history of modernism at the Pinacoteca of São Paulo. With around 50 works of art from artists such as Tarsila do Amaral, Cândido Portinari, Emiliano Di Cavalcanti, Alfredo Volpi, Lasar Segall, Victor Brecheret and many more. Brought together are works of art done between the years 1920 and 1950. This exposition gives continuity to the longterm exposition of the museum presented on the second floor of the Pinacoteca. On display until December 27, 2015.

PLargo General Osório, 66 – Luz - Luz Metro Station q+55 11 3335 4990 Tuesday to Sunday from 10h to 17h30 with staying time until 18h Combined ticket (Pinacoteca and Estação Pinacoteca): R$ 6,00 and R$ 3,00 Free on Saturdays. Students with ID pay half Children up to 10 years old and seniors older than 60 don’t pay 36


The Lasar Segall museum– IBRAM – commemorates this year the centennial of the first exposition done by Lasar Segall (1891-1957) in Brazil, in 1913. To mark this important date, the museum brings the exposition “50 works in the collection”, that presents a selection of works chosen among the most representatives in the production of Lasar Segall. The collection of the museum is composed of more than three thousand items, from oil paintings (on canvas, cardboard or paper), paintings on paper (watercolor, gouache, pastel), sculptures (plaster, clay, terracota, cement, bronze, various stones), prints (lithograph, woodcuts, intaglio, monotype) and drawings (graphite, charcoal, ink, colored pencils, felt-tip pen), including annotation drawings and projects for sceneries and costumes. On display until December 20, 2013.

PRua Berta, 111 - Vila Mariana – Vila Mariana Station of the Metro q+55 11 2159-0400 Daily from 11 to 19h. Closed on Tuesdays Free Entry

Carla Oliveira

Check out the attractions of some of the most important museums in Brazil. Selection made by the Brazilian Museum Institute

Bruno Mattos


For the first time in Brazil, a big ex- Catavento is a leisure option position of Italian photographer Luigi for children and adults Ghirri Among the many leisure options that the capital city (São The Moreira Salles Institute of São Pauloa presents the first big retrospective of Italian photographer Luigi Ghirri (Scandiano, Reggio Emilia, 1943-1992) in Brazil. Owner of a vast collection and of an extraordinary ability to explore the photographic language, Ghirri was a fundamental figure in the Italian Art scene, but only after his death did he begin to be rediscovered and recognized all over the world. The Luigi Ghirri exposition focuses on images, icons, landscapes, and architecture. It is one of the biggest expositions to have ever taken place around the theme of photography and was organized around three central areas of his universe: the investigation of visual icons that populate the contemporary world; the re-reading of the Italian landscape based on a profound knowledge of the history of art; and an investigation regarding ways of life, habitation and the perception if space. On display until January 26, 2014. PRua Piauí, 844, 1º floor - Higienópolis q+55 11 3825-2560 Tuesday to Friday from 13h to 19h Saturday, Sunday and holidays from 13h to 18h Free admission - No rating

Paulo) offers is the Catavento Cultural and Educational Museum of Science and Technology of the Secretary of Culture of the State of São Paulo, which is a preferred option for children and adolescents while also pleasing to adults as well. The interactive area of arts, science and knowledge is located in one of the most important historical buildings of the city − o Palácio das Indústrias (the Palace of Industry) -, presents, in an area of about right thousand square meters, more than 250 facilities.

PPalácio das Indústrias - Praça Cívica Ulisses Guimarães, s/no (Av. Mercúrio), Parque Dom Pedro II, Centro - Metro Station Pedro II and bus terminal Parque Dom Pedro II. q+55 11 3315-0051 – service from 11h to 17h Tuesday to Sunday, from 9h to 17h (ticket office closes at 16h). R$ 6 half price for students, seniors and people with disabilities. Free entry on Saturdays.



Hiring housemaids: how to do it


o have a house maid is something quite common in Brazil. Cleaners, cooks, babysitters and drivers are all part of the daily lives of thousands of middle and upper class families. But to find a good professional is difficult and to hire one also demands caution, even more so for foreigners. Here, we list some alternatives and precautions.

hours they will work. “Because of the language barrier that exists in the majority of cases, an alternative that we use is to prepare a small house manual and the work routine, even with a map, and a list of key words in Portuguese and in the language of the client. During the adaptation phase, this helps tremendously” he says.

By outsourcing – For those that don’t want a On your own – This is the most complex way lot of work and run less risk in eventual problems for of doing it. “The selection should be rigorous, with required references of previous jobs that should be verified. For the signature of a working permit and fulfillment of legislation, the ideal is to at least consult a specialized company”, advises Edivaldo Tenório Capatto, accounting manager at Probus Prime. He notes that the laws regarding housemaids changed at the beginning of the year, equating their rights to other categories of workers, and there are still many doubts, even among experts. According to Mai Kok de Assis, director of Searching Relocation Services that offers consulting in this area, the first thing to keep in mind in order to have a positive experience in hiring is to make sure all rules are clear from the beginning, mainly regarding the job they will perform and 38


not obeying the law, the best option is to contract a company specialized in providing professional housemaids. In this case, the company hires the housemaid and sends them to the residence of the client.

Cultural Differences – According to Mai, one of the biggest difficulties for the foreigner is to get accustomed to the presence of a stranger in their home, when there is already a fear of losing privacy. “Here, many housemaids work for years in the same home and become a part of the family, which is quite different for a foreigner. But if the rules are well established from the beginning and there is a level of flexibility on both sides, everything will turn out well”, he says.

Jana Guothova /

Living in Brazil

Brazilian Way Jaqueline Araujo

is a personal and corporate image consultant, also a founding partner of Olhar Estratégia de Imagem. Contact:

What the eyes see


ands, lips.... and behold what we begin to, this is not poetry nor is it a Biology article. The secrets of non-verbal communication and success in professional and personal relationships have more to do with the sensory organs than we can imagine. When I recently approached in this column the secrets of touch and of holding hands, I commented that it is fundamental to establish visual contact during this gesture. The phrase, “what the eyes do not see, the heart does not feel”, commonly used in Brazil, has a much broader meaning that it appears. It is clear that if we don’t see, it’s much more difficult to feel - and, in this case, feeling transparency, sincerity, security, and trust. All if these are key characteristics of any good relationship. To look into the eyes of another and still observe body language as one whole is wonderful, for our gestures convey feelings that words insist on hiding. It is with the eye that we scan with a quick but very important analysis in the first moments when we meet someone. What do we feel when someone has difficulty looking into our eyes? Automatically we start to think they are hiding something. But avoiding eye contact can also show timidity or submission and weakness which are everything that we don’t want to convey, especially during first contact with someone. Again, there are rules and also again, people are not robots. Our contact with others should be fluid and natural. As Jung said, “to know all the theories, to dominate all techniques, when to touch a human soul, is just another human soul.`` But many times we fail in the lack of or excess contact in the attempt to please another too much, and the effect ends up being just the opposite. The first tip here is easy. As I’ve already mentioned, a lack of visual contact conveys submission, weakness, timidity, dishonesty and discomfort in that particular situation, literally the difficulty to look into the eyes of another. But what about when we look into

someone’s eyes too much, keeping our eyes locked without looking away even for a moment? Certainly, the other person has already been flirted with (or flirted also)!! And does this make an impression? Yes, prolonged visual contact can signify affectionate and sexual interest. Even though it is a positive sensation, it is not what we want to convey in a professional environment. And what shall we say about the famous face to face photo between fighters in the UFC championships? You were right if you said aggression and desire for domination. Visual contact regulates the conversation. So, ideally when talking with someone you want to alternate direct eye contact and subtly looking away from time to time in an equation that would not be far from confirming that, to establish a good understanding of someone, it is necessary to maintain eye contact about 60% to 70% of the time. But that doesn’t mean when you are not having eye contact you take the chance to check the time, the cellular phone, and even more so the physical attributes of the person. This last one, moreover, only works when you are really trying to flirt. HUGMAG.COM.BR


Brazilian Cuisine William Soprani

is a chef graduated in Switzerland and expert in Brazilian food. He is also a consultant for restaurants and in-company trainings. Contact:

© Rocha /

Milk Pudding

(Pudim de Leite) One of the most traditional desserts of Brazil is pudding made from condensed milk. Its presence is certain at the dessert table for Christmas and New Years, the dessert is quite easy to make and costs little. Enjoy it!

Sweet Topping •11 cup of sugar

Pudding • 1 can of condensed milk • 2 measures (from the can) of milk • 3 eggs

How to Prepare Sweet Topping: In a wide sized pan, melt the sugar until caramelized. Add half a cup of hot water and mix with a stirring spoon. Melt until the lumps of sugar and topping begin to thicken. Line with the topping in a way that leaves a hole in the middle and save. Pudding: In a blender, mix the ingredients and pour into the reserved area. Cover with aluminum foil and bake at a medium temperature (180°C) for about 1 hour and 30 minutes. After cooling, refrigerate for about 6 hours. Prepare and serve. 40


Tips: It is essential that the pudding is baked in a water bath so that it cooks in a slow and controlled way in order to have an ideal texture. So that the pudding does not form holes, make sure that the over temperature is at the recommendation of the recipe. Place the pudding on the upper rack of the over, far from the flame.

Brazilian Art Isabela Gregório

is a journalist and photographer and shows the path for those who love art and want to get out off the traditional circuit of large museums. Contact:

Jéssica Mangaba and the “New School of Photography” The Paulista photographer Jéssica Mangaba exudes tenderness from head to toe. She has created a dreamlike and special world in her art by inserting thematic and internal questioning into what she has done. At 25 years old, she has already participated in expositions such as “A Nova Fotografia Brasileira (the New Brazilian Photography)” at Sesc Belenzinho, in 2011. In addition to this, she was part of the table “Futuro do Presente” (Future of the Present) at the last edition of the festival “Paraty em Foco” (Paraty in Focus), one of the main spaces dedicated to discussion regarding photography in Brazil. In this interview, she talks a little about her story and what she thinks about the term “ Nova Escola da Fotografia” (New School of Photography). How and when did photography become a part of your life? My interest in photography started in my childhood as I was very influenced by living with my older sister who was always very active in the artistic and social scene in the neighborhood where I grew up, Itaquera, in the east region of São Paulo.

So, when the moment arrived when I had to choose what I wanted to study and have as an occupation, I chose photography. This year, you participated in the table “Futuro do Presente” (The Future of the Present) at the ninth edition of Paraty em Foco (Paraty in Focus). How was this experience? Interesting. It was the first time that I was in the position of being interviewed in an art festival like context. The opportunity to talk about and go more in depth about questions regarding one of my works is quite rich. Even just to synthesize ideas and the creation process so that the whole concept behind the work and accessible without having to spend hours and hours talking about it. It was a great exercise. Regarding your original work, talk a little about the creative process and how “Lapso” and “Do álbum” were born. Both works were born out of concerns regarding the photographic images from situations I personally experienced. In do álbum I proposed to HUGMAG.COM.BR


Brazilian Art approach with the possibility of creating a photographic memory of something I didn’t personally live through; through a story that belonged to me but wasn’t personally mine and, add to these images the same representative value “real” images would have from the past that they refer to. In lapso, my most recent work where I delete my figure and other photographic elements, reconstructing the bottom and transforming what could be subjective portraits into emptied landscapes. The motivation was the possibility to dispose of an image that is not strictly speaking but somehow, was given sentimentalities, since they were produced by a person that, during the time I developed this work, was no longer with me in the sense in having a pleasant relationship. So, to speak of this tension that exists when people break apart, burn one another, damage the other or somehow create photographs that refer to people or situations that they don’t want to perpetuate any longer. I left a personal experience and from a real mechanism which is the technological apparatus- in this case Photoshop - to ponder this positive connotation in general that most people have with photography. You are part of the new Brazilian photography. What do you think of this new school? How do you see yourself taking part in this? Sincerely speaking I don’t understand what could be this new photography from the standpoint that I don’t perceive any major specific changes taking place or a new school, so to speak. I recognize some areas of photographic survey that are very close, but I feel it’s quite delicate to use 42


this type of nomenclature. Because of this, I don’t feel like I am a part of what can be the new school of Brazilian photography. We can maybe think in terms of new things that have arisen, of people that have dedicated themselves to produce and thinking about a certain image, and then yes maybe this “school” has been being built for some good years now. This new photography has sought for inspiration much more on the inside than in external aspects. What do you think about this? How does this relate to you own work? I believe that any internal work is affected by what is external. From my point of view these are things that are not far apart but go hand in hand. And in the process of constructing my works, even though yes they come from personal experiences, at the same I believe that every personal experience is social also - they deal with a question that is universal, something that is common to everyone. Expositions Zipper


Rua Estados Unidos, 1494 – Jardins Monday-Friday: 10h to 19h Saturday: 11h to 17h Individual fromCarolina Ponte Opening: November 23. On display until December 21.

Rua Minas Gerais, 350 Monday-Friday: 10 to 19h Saturday: 11 to 17h Opening: November 26. On display until December 20.

The Zipper gallery opens the solo exposition of artist Carolina Ponte. This Bahian raised in Petrópolis, in the state of Rio de Janeiro, has created incredible works using various types of pen on paper. The showing gives continuity to its pictorial and original vocabulary.

The Vermelho gallery will present three simultaneous individual expositions of young artists represented by it. The trio Guilherme Peters, Henrique Cesar and Nicolás Bacal will show their most recent works.

Hugmag #3  

Hugmag SP is a magazine about services and entertainment, aimed at foreigners. Written entirely in English, this magazine is distributed fre...

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