CAME TO STAY S ÃO PAU LO I S A P U L S AT I N G
MEGALOPOLIS,
FA ST PAC E D,
HALF ROCK,
H A L F O P E RA . OW N E R O F PA RA D OX I CA L A D D R E S S E S A N D W I T H A C H A M E L E O N
VO C AT I O N , C A E TA N O V E LO S O ’ S S A M PA - O R M A R I A D E A N D RA D E ’ S F R E N Z I E D PAU L I C E I A - , AND MORE SQUARE
HUMAN CITY WITH OPEN ARMS. THIS IS THE CASE WITH
M E T E R T E R RA I N O F T H E O L D M ATA RAZ ZO H O S P I TA L , O N
D E V E LO P M E N T. T H E A R E A , W H I C H
IS LISTED BY THE
HISTORIC
H E R I TAG E
SINCE 1986,
“VERTICAL CONTINUITY” OF THE ORIGINAL LANDSCAPE, CHARACTERIZED BY THE 1 51 G U E ST R O O M S D E C O RAT E D BY P H I L I P P E AND FITNESS CENTRE.
STA R C K A N D 1 2 2
I N T H E G E N E R A L G R O U P, T H E C I D A D E
C U LT U RA L C E N T R E W I T H A T H E AT R E A N D AU D I T O R I U M 30
RECEIVES INTERVENTIONISTS WHO DREAM ABOUT A WELCOMING
F R E N C H M A N A L E X A N D R E A L L A R D, O W N E R O F T H E A L L A R D G R O U P, W H I C H
NONE OTHER THAN THE
P A U L I S T A AV E N U E , T O T R A N S F O R M
NOUVEL,
M ATA RAZ ZO - W H I C H
R E S T A U R A N T S A N D B A R , C AV I A R L O U N G E , T W O P O O L S ,
SHOULD BE
FOR PROJECTIONS AND LECTURES, AN
P A U L I S T A C O R N E R S F R I G H T E N S T H O S E W H O H AV E
OF TRANSFORMING
REALITY IN
MUCH
BASED ON THE
E X U B E RA N T V E G E TAT I O N A N D A R E S I D E N C E - H O T E L W I T H 2 5 F LO O R S ,
EXPOSITION
HALL,
MUSIC
POETIC GARDEN WITH 20 THOUSAND SQUARE
N O T B E E N WA R N E D,
S PA
I N A U G U R A T E D I N 2 0 1 9 - W I L L A L S O H AV E A C H A P E L , A ST U D I O, G A ST R O N O M I C A R E A W I T H METERS AND 15 TERRACES, AND
C O M M E R C I A L E STA B L I S H M E N T S W H I C H W I L L C O N S I ST O F A RT I S A N S A N D OV E R T WO H U N D R E D E STA B L I S H E D B RA N D S A N D O F F I C E S . POETRY OF THE
B O LT I S 28 0 0 0
I T I N TO A M U LT I C U LT U RA L
HAS A PROJECT BY THE ARCHITECT JEAN
SUITES, AS WELL AS THREE
R E STAU RA N T S , C A M P U S F O R C R E AT I V E T E C H N O LO GY D E V E LO P M E N T S ,
LIKE
IF THE
I T I S I M P O RTA N T T O AC C E N T UAT E T H AT H O P E
HARD CONCRETE
I S ST I L L A G I F T CA PA B L E
SMOOTHER VERSES.
GROUPE ALLARD THE
PORTUALES HOTEL,
CORBUSIER,
B U I LT BY T H E A RT C O L L E C TO R GA B R I E L D E
IN 1930; THE
HIGH
FASHION
HOUSE
PA RT O F T H E G R O U P E A L L A R D P O RT F O L I O, THE
IRREVERENT CLASH
BETWEEN
DEVELOPMENTS. THE ALLARD GROUPE EXHIBITION,
“C R E AT I V E
IN 1835; THE BALMAIN
BOUGHT THE
L ’A R C H I T E C T U R E
D ’A U J O U R D ’ H U I
MAGAZINE
I N 1 9 4 1 ; A N D T H E O L D R O YA L M O N C E A U
RENEWING AND REVIVING TRADITIONAL BRANDS AND INSTITUTIONS,
R O O T S A N D T H E C O N T E M P O RA RY C R E AT I V E
ENERGY IS THE
RECIPE
PA L AC E
FOUNDED BY LE IN 1926, ARE ALL
ICONS IN THEIR SEGMENTS.
BEHIND SEVERAL OF THEIR REVOLUTIONARY
M ATA R A Z Z O H O S P I TA L I N 2 0 0 7, A N D S E V E N Y E A R S L AT E R , O R G A N I Z E D A C O N T E M P O R A R Y A R T
I N VA S I O N ” , C E L E B R A T I N G T H E
THOUSAND VISITORS HELPED TO GIVE WHICH
B A L M A I N , C R E AT E D BY P I E R R E
SPECIALIZED IN
HISTORIC
PORTUALES,
I N V E N T I V E N E S S O F SAO PAU LO I N T H E
L I F E TO T H E A BA N D O N E D S PAC E ,
IN OLDEN
I S B E I N G T RA N S F O R M E D I N T O A SY M B O L O F T H I S N E W E RA O F C R E AT I V E
M ATA RAZ ZO H O S P I TA L . A B O U T O N E
D AY S A S Y M B O L O F T H E G R E AT M A N U FA C T U R I N G
E C O N O M Y.
HUNDRED ARTISTS AND 120 E RA O F SAO PAU LO, A N D