A5 Ingles2

SUMMARY
Chapter 1. Establishment of the Design Industry ...................3
Chapter 2. Cultural landscape driven by modern design

and architecture......................................................................5
Chapter 3. Architecture, Urban Planning, Public Spaces,

Monuments, Transportation, Systems of
Information and Signalization................................................8
3.1 Architecture
3.2 Urban Planning and Public Spaces
3.3 Specialized commerce streets
3.4 Transportation
3.5 Urban Design
3.6 Information and signalization systems
3.7 Urban Janitoring
Chapter 4. Design schools, design centers and institutions for

the support and fomentation of design................................25
4.1 Centers for researching and promoting design
4.2 Design schools, faculties, free shools, and technical
courses
4.3 Magazines specialized in design and architecture with
headquarters in São Paulo
Chapter 5. Design guilds, design groups and companies...33

5.1 Guilds
5.2 50 top design companies in
São Paulo
Chapter 6. Organizing holidays, events, exhibits, and con-

tests dedicated to design.........................................................44
6.1 Design contests and awards
6.2 Fairs and events regarding design
Chapter 7. Opportunities for designers and urban planners

to utilize materials or natural ordinary urban scenario..........56
Chapter 8. Design-driven creative industries, e.g. archi-

tecture and interiors, fashion and textiles, jewelry and ac-
cessories, interaction design, urban design, sustainable
design, etc..............................................................................58
Chapter 9. Management Team.............................................60

9.1 Management Team
9.2 Board of Directors
CHAPTER 1
Establishment of the Design
Industry
S
ão Paulo is unquestionably the city from where most
initiatives both in the public and private spheres con-
cerning appreciation for design as an agent of quali-
tative changes for the social, cultural and economic subjects
emerge.
One may note such commitment toward design by simply

taking a stroll along the city.
São Paulo is as of today the first cit to have implemented

a radical program on urban visual depollution coined as
“Projeto Cidade Limpa – Clean City Project” which prohibits
the use of billboards, banners, backlights, front lights, pos-
ters, totems, blimps as well as any other device containing
advertising messages in the urban radius no matter if they
are located in either public or private Estate, so much as
automobiles, buses, trucks, motorcycles, or bicycles, and
others. Since the law has been approved in January 2007
over 20.000 panels have been removed, unveiling a long
hidden architecture which must now be revitalized.
The very same concern came to light toward urban signali-

zation, replacing the old street tags for new ones containing
their popular succinct name version for it facilitates their
identification by drivers from a distance, offering them a
much safer option. As for touristic informing signals, they
have been installed by the City Hall since 2008.
This search for the innovation on urban signalization started

in the seventies with the implementation of a revolutiona-
ry project presented by the architecture and design studio
run by Cauduro and Maudino (www.cauduromartino.com.
br), located on Sao Paulo’s main street – a avenida Paulis-
ta (Paulista avenue) – whose vertical porticoes were taken
down to one sole element comprehending traffic lights,
name tags for the transversal streets, and signalization.
SÃO PAULO CITY OF DESIGN 3

The preoccupation with quality; resistance; maintenance;
comfort for the people; and aesthetics regarding the urban
elements have always been present. In 1970 São Paulo cre-
ated and implemented the payphones designed by architect
Chu Ming Silveira (1941-1997) called “Orelhões”, which
means “big ears” for their design resembles so. They were
exhibited for the first time during the First Biennial Exposition
dedicated to architecture and are today a trade mark of the
Brazilian design for their simplicity, low cost and efficiency.
(http://www.orelhao.arq.br/projetos.html).
Both economic and cultural dynamics ignited by design can

be perceived by the extraordinary number of events, fairs, ex-
pos, contests, and awards that are held every year and will
be thoroughly detailed further on this document. One of the
most notable among these events related with design is the
“Semana do Design – Made In São Paulo” and the “São
Paulo Fashion Week” (www.spfw.com.br). In its twelfth edition
the SPFW plays a determining role for the international re-
cognition of a unique tendency regarding fashion and design
genuinely Brazilian. This is above all a space for relationships
and a point of convergence of various creative nets.
Such cultural effervescence results from a wide range of

educational and promotional institutions focused on design.
Dozens of design schools train young people for the job
market. São Paulo alone has over 25,000 designers living
and working.
When notorious architects came from Europe in the fifties to

create the first courses on furniture design for the installation
at The São Paulo Musueum of Art –MASP- the first experi-
ments on design teaching were held. Among those archi-
tects Lina Bo Bardi (1914-1992) also known as the pioneer
of the “industrial archeology” stood out the moment she
restored an old plant built in the beginning of the twentieth
century, turning it into both a cultural and a sports center –
the Sesc Fábrica located in the borough of Pompéia.
Hundreds of design studios create everyday brand new

products, systems, and services that promote the economic
growth, given that the metropolitan area of São Paulo wel-
comes 40 percent of the Brazilian industry.
Design centers, design research laboratories at the univer-

sities and industries combined with the actions taken by the
government and the private sector have proven the definiti-
ve insertion of design in the daily life of the city.

CHAPTER 2
Cultural landscape driven by
modern design and architec-
ture
T
he cultural industry has currently a symbiotic rela-
tionship with design. In most of the cultural mani-
festations design is present, especially in the way
they inform such realizations to the society. The vitality of
the graphic design, editorial design and virtual design
is attested in a sole visit to the Bienal do Design Gráfico
(www.adg.org.br). In its ninth edition it is already one
of the major means of public broadcasting on the con-
temporary thought about the national design. This year
alone there are 1,240 projects from all Brazilian states
– 283 selected projects (from packaging to audiovisual
interfaces) displayed in an area equal to 800 square
meters. This Biennual is a tacit proof that Brazil holds a
unique Brazilian style.
Cara Brasileira – which can be freely translated as Bra-

zilian Style – was the name chosen to coin a resear-
ch hired by SEBRAE – Serviço Brasileiro de Apoio as
Pequenas e Micro Empresas (Brazilian service for sup-
porting small and micro companies). Notorious Italian
sociologist Domenico de Masi was in charge of it. This
research revealed that there is a demand in the world
market for products made in Brazil. The positive attribu-
tes listed in the research are:
1) racial and cultural pluralism;

2) cultural elements originated from both traditions
and life experiences genuinely folkloric;
3) joy and optimism;
4) plural and syncretic features common to the Bra-
zilian culture;
5) emphasis on personal relationships;
6) hospitality and cordiality;
7) creativity.

SEBRAE is probably the public entity that most promo-
ted design among all countries in Latin America, pos-
sibly among all countries in the western world (www.
sebraesp.com.br). In 1999 SEBRAE came up with the
SEBRAE-SP Desogn Program. Such pioneer initiative
was the basis for SEBRAE – BR to create the SEBRAE Via
Design Program, initiated in 2001. US24 million have
been invested in the last seven years in order to create a
net of 98 centers of design spread around the country.
This program aims to increase the competitiveness of the
products made in São Paulo and foment MPEs exporta-
tion through design.
www.designbrasil.org.br/portal/via/nucleos_exibir.
jhtml?id=93
For the sake of consolidating and widening the accep-

tance of the MARCA BRASIL (Brazilian Trademark) in the
international scenario the Ministry of Development, In-
dustry and Commerce conceived the PBD – Programa
Brasileiro de Design (Brazilian Program of Design) which
proposes initiatives that induce industrial and technolo-
gical modernization through design, in a way that they
will contribute to the economic and social development;
to increase quality, and consequently, the same compe-
titiveness of the Brazilian product.
In order to collaborate with the Federal Government’s

strategy São Paulo’s Secretary of Science, Technology
and Economic Development implemented the SPDE-
SIGN – Program São Paulo Design, aiming to increment
the share of products industrialized within São Paulo’s
territory in the international market; taking into conside-
ration both their regional and sectorial peculiarities. The
dynamics of São Paulo’s cultural life can also be expres-
sed in numbers. There are over 280 cinema theaters,
120 theaters, 71 museums, and 39 cultural centers. The
“Mostra Internacional de Cinema” – The International
Cinema Festival – with over 30 editions stands out in the
world community. In the theaters big international pro-
ductions are present. Broadway shows still on combined
with national productions fill over 120 theaters.

In São Paulo’s concert rooms international artists find
one of their most numerous audiences. Great works of
famous artists, a share of both the city’s history and the
world history are part of São Paulo’s museums’ collec-
tions, as well as big expos are part of the city’s cultural
agenda.
Theme rooms like Sala São Paulo welcome cultural icons

such as the city symphonic orchestra. In the cultural cen-
ters people have access to a wide range of forms of art
as well as information through their libraries, research
centers, workshops, classrooms, video rooms, lectures,
and performance rooms. With a state-of-the-art commu-
nication infrastructure people can listen to 60 radio sta-
tions and some stations exclusive to the establishments.
In order to contextualize the importance of the current

initiatives it is of extreme importance to remind ourselves
of the origins and recent past. One of the first attempts
to create an art essentially Brazilian, in 1922 São Paulo
held the modernist movement which culminated into the
Semana de Arte Moderna – Modern Art Week. Many pe-
ople consider this as being the starting point of Brazilian
design. The main characteristic of such movement is the
renovation of the artistic languages leaning upon new
ideas and concepts, and proposing a total creative free-
dom and rupture with the past. The tropical feel needs to
emerge and live with the multifaceted existent culture.
The massive migratory contingent contributed to acce-

lerate the process of urbanization by creating the urban
plot to welcome distinct populational tribes composed
by various ethnic groups (Portuguese, Italian, Spaniard,
German, Lebanese, Syrian, Armenian, Japanese, Ko-
rean, Chinese, and African descendants), not in closed
ghettos but in integrated boroughs, yet preserving their
singular characteristics.

CHAPTER 3
Architecture, Urban Planning,
Public Spaces, Monuments,
Transportation, Systems of
Information and Signalization
3.1 Architecture
T
he sort of architecture exercised in São Paulo,
plural and heterogeneous has notable exam-
ples of both creative and bold capacity of some
of their exponents, transforming such edifications in
great contemporary icons. Some examples:
3.1.1 Museu de Arte de São Paulo Assis

Chateaubriand – MASP
Av. Paulista, 1578 / São Paulo (SP)

Phone number (11) 3251.5644
The Museu de Arte de São Paulo Assis Chate-

aubriand – MASP inaugurated in 1968 is one of
the most important cultural spaces of the country.
Best known for its audacious architecture, with a
free space of 74 meters between the pillars and
underneath the beams; the largest in the world at
that time.
Projected by architect Lina Bo Bardi MASP is

considered the best example on Brazilian bruta-
list architecture and was registered in 2003 as a
national patrimony by Brazilian Institute for Historic
and Artistic Heritage. MASP has the most impor-
tant and comprehensive collection of western art
in Latin America and the entire south hemisphere,
with works that include from Classical Antiquity to
Contemporary Art, totalizing approximately eight
thousand pieces.

3.1.2 Ponte do Complexo Viário Real Parque
Is the only bridge with a main mast 138 meters high
and is sustained by flexible cables. There are two
curved lanes connected to the same mast – an outs-
tanding example of engineering and aesthetic plasti-
city. Located in the neighborhoods of New Brooklin,
in the southern area of São Paulo it overcomes the
Pinheiros River.
3.1.3 Memorial da América Latina – Latin

American Memorial
Rua Auro Soares de Moura Andrade, 664
Barra Funda / São Paulo (SP)
Tel: (11) 3823-9611
Projected by famous architect Oscar Niemeyer and
with a built area of 78 thousand square meters the
Memorial da América Latina has been conceived to
welcome and exhibit information on the Latin Ameri-
can countries, their roots and cultures. The memorial
has an exhibition pavilion where the rich production
of artisanship is permanently exposed; a library con-
taining books, newspapers, magazines, videos, films
and sound recordings about the history of Latin Ame-
rica; a showroom and an auditorium with 1.679 seats
(surely one of the biggest in the state.) There is also
the Parlatino – The Latin American Parliament Hea-
dquarters.
3.1.4 Museu da Casa Brasileira

Av. Brigadeiro Faria Lima, 2705 / São Paulo (SP)
CEP: 01451-000 I www.mcb.sp.gov.br
The Museu da Casa Brasileira (MCB) –Museum of
the Brazilian House exhibits samples of furniture from
the 17th to the 21st centuries, while, parallel to that
it is open to temporary festivals and exhibits on what
is currently being produced in terms of objects and
design around Brazil as well as around the world.
Moreover it promotes debates, courses, lectures on
subjects regarding architecture and design. Thus it
reinforces its vocation to cope with the demands of
such important segment of creativity. It also aims to
form new audiences apt to usufruct from the patri-
mony though educational activities during teaching
visitations previously scheduled.

3.1.5 A Casa - Museu do Objeto Brasileiro
Rua Cunha Gago, 807, Pinheiros
CEP: 05421-001 / São Paulo (SP)
Tel: (11) 3814-9711 I www.acasa.org.br
A CASA – Museu do Objeto Brasileiro (The Hou-
se – Museum of the Brazilian Object) aspires to
contribute for the recognition, valorization, and
development of the artisanal and design produc-
tion by incrementing the conscious perception
regarding the Brazilian products as well as pro-
moting the cultural production. As a mediator of
cultural processes, it incentives both the research
and the exchange of ideas among countless ins-
titutions.
3.1.6 Centro Cultural São Paulo – São Paulo

Cultural Center
The Centro Cultural São Paulo is a public institu-
tion subordinated to the City Secretary of Culture
and it combines a museum, a showroom, various
courses, libraries, theaters, and a cinema theater.
The Cultural Center was created in 1984 and is
considered the main cultural space in the city. It is
located in the central area and is integrated with
the public transportation system.
3.1.7 Instituto Cultural Itaú – Itaú Cultural

Center
The Itaú Cultural aims to democratize and pro-
mote the social participation in the cultural area
by emphasizing the research, production of con-
tent, mapping, incentive and diffusion of artistic-
intellectual manifestations. It has been promoting
and divulgating the Brazilian artistic-intellectual
production in Brazil as well as abroad for over
twenty years. Through its media library it makes
available over thirty thousand documents on Bra-
zilian culture and art – books, movies, magazines,
CD-ROM and audio CD collections – for loan or
in loco consultation free of any charges.

3.1.7 Instituto Tomie Ohtake – Tomie Ohtake
Institute
Inagurated in 2001 the Tomie Ohtake Institute
stands out due the new tendencies of both natio-
nal and international art, in addition to those which
have been a referential for the last fifty years there
exhibited. The name of the institute was chosen to
pay honor to the great works of artist Tomie Ohtake,
Ruy Ohtake’s – the architect responsible for such di-
fferentiated and remarkable project– mother. It has
7.550 square meters destined to welcome exhibits
on plastic arts, architecture and design; exclusive
rooms for ateliers and seminars; a restaurant, a
library, a shop, two theaters and a movie theater.
3.2 Urban Planning and Public

Spaces
S
ão Paulo and her twenty million inhabitants
(2007 census) adopted the commercial zoning
to make shopping easier and to diminish cir-
culation. There are streets specialized in décor and
design (Rua Gabriel Monteiro da Silva) with 150
commercial establishments; chandeliers and light
devices (Rua da Consolação); luxurious commerce
(Rua Oscar Freire) in addition to the streets dedica-
ted to many different sector like: fashion and Haute
Couture, shoes, automobiles, kitchen devices, loo-
ming among others.
Currently the City Hall recognizes tem geographic

zones (with 31subprefectures and 93 boroughs)
which are utilized as geographical referential. These
zones have been established by dividing the city in
radiuses that start downtown and each one of them
is represented in a different color, which are present
on the urban buses as well as street tags. This system
started to be implemented in 2007, decentralizing
routine services with a higher rate of efficiency. Such
division took into consideration the history of occu-
pation of each area.
The main populational aggregations that compose

the urban tissue are:

3.2.1 Centro Histórico – Historical Center
This is where the city was founded. It comprehends
the boroughs of Sé, Luz, República, Campos Elíseos
e partes de Vila Buarque, Brás, Santa Cecília, Bela
Vista e Consolação.
3.2.2 Jardins
This is the most sophisticated and luxurious region of
the city. It is located southwest from downtown and
comprehends Paulista Avenue – the most famous in
São Paulo – and the most elegant boroughs such
as: Jardim Paulista, Jardim América, Jardim Euro-
pa, Jardim Paulistano e Cerqueira César, Paraíso,
Consolação e Bela Vista. There you will find the ma-
jority of hotels and restaurants.
3.2.3 Pacaembu, Perdizes, Higienópolis and Lapa

Traditional residential boroughs. Traditional archi-
tecture inspired by the English Tudor style and by
the French Normand Style. Houses and buildings
share the space with the traditional commerce.
3.2.4 Butantã and Morumbi

These boroughs are relatively new; they were built
as you get past the Pinheiros River. In Morumbi
you can find mansions built in a contemporary and
eclectic style with tall walls on urban forestry streets.
As for Butantã, this is where University of São
Paulo – one of the most important of the American
Continent is located.
3.2.5 Vila Madalena and Pinheiros

These are bohemian boroughs highly influenced by
the arts. This region is best known for its active night
life, bars, restaurants, and also art galleries, ate-
liers, and cultural spaces where artistic and cultural
vanguard movements have been taking place.
3.2.6 Itaim Bibi, Vila Olímpia, Moema and Vila

Nova Conceição
This is a traditional neighborhood in the southern
area, where middle class as well as high middle
class families live. There you can also find many
shopping malls, stores and boutiques.

3.2.7 Brooklin novo and Berrini – New Brooklin
and Berrini
Luis Carlos Berrini Avenue is the new financial and
enterprise center where big multinational companies
and banks headquarters are located. Their offices
are held in a range of modern skyscrapers built in an
style of architecture which favors glass and steel.
3.2.8 Santo Amaro, Brooklin and Campo Belo

These are traditional residing boroughs in the
southern area where the massive presence of Ger-
man and Portuguese colonies also reflects in the
architectural style.
3.2.9 Liberdade and Aclimação

Next to the central area, with a strong presence of
the Japanese colony and more recently, the Chinese
and Korean. Red porticos on the main access streets
and the streetlights fashioned like Japanese lamps
give these boroughs an Eastern feel and looks.
3.2.10 Vila Mariana and Ipiranga

This is considered a historical region in São Paulo
and Brazil, and it is famous for the Jardins do
Ipiranga (Ipiranga Gardens) where the Brazilian
Independence was proclaimed.
3.2.11 Saúde and Jabaquara

This is a typical residential area in São Paulo loca-
ted next to the exit to the highways that go as far as
the littoral.
3.2.12 Mooca, Tatuapé and Anália Franco

Emergent boroughs strongly influenced by the
Italian immigration and the city’s industrial history, it
currently welcomes middle class and upper middle
class residences. It is certainly one of the most
famous as well as one of the coziest regions in São
Paulo and has what we might call a democratic
profile for there you will find from proletarian villas
to extremely luxurious condos.
3.2.13 Santana, Vila Guilherme and Cantareira

These are boroughs located in the northern area
where you will find the Anhembi Pavilion and the
Horto Florestal (Forest Park) one of the vastest green
areas in the city.

3.3 Specialized commerce
streets
T
here are 90 thousand streets and avenues São
Paulo. In order to find what you are looking for
the city has been divided in sectors. You can
easily access these sectors and save time in traffic.
The main streets directly related to design are:
3.3.1 Rua Oscar Freire

In the borough of Cerqueira César, the noblest re-
gion of the city known as Jardins, it is beyond no
doubt one of the most exclusive commercial addres-
ses. Within a few blocks you will find the most famous
trademarks in the country. Oscar Freire is considered
one of the eight most luxurious streets in the world,
according to “Mistery Shopping International.” In
2006 a wide renovation which cost 8,5 miilion reais
was done. All aerial wiring system was replaced by
underground conduits and a new aesthetic pattern
was defined.
3.3.2 Alameda Gabriel Monteiro da Silva –

Gabriel Monteiro da Silva Blvd.
Gabriel Monteiro da Silva Blvd; is to design and
décor just like Oscar Freire is to fashion. If you are
looking for the best and most successful brands
regarding house goods, utensils, furniture, applian-
ces, whatnot; this is the place. There are over 125
specialized stores:
1. Altero, 1061, phone number: 11/ 3085-0096;

2. Amsterdam Stone, 594, phone number: 11/ 3891-1589.
3. Ana Luiza Wawelberg, 1111, phone number: 11/ 3081-7434.
4. Ana Maria Vieira Santos Casa, 1080 phone number: 11/ 3085-8449.
5. Andrea Araujo, 2069, phone number: 11/ 3891-1965.
6. Anno Domini, 65, phone number: 11/ 3064-2929.
7. Armando Cerello, 1264, phone number: 11/ 3085-3400.
8. Arqlux, 837, phone number: 11/ 3063-4424.
9. Arredamento, 903, phone number: 11/ 3062-1188.
10. Art de Vie, 1606, phone number: 11/ 3082-9054.
11. Arte Propria, 632, phone number: 11/ 3088-3112.
12. Arthur Décor, 1,040, phone number: 11/ 3062-5834.
13. Atelier Helena Magano, phone number: 11/ 3088-1647.
14. Atelier Patricia Magano, 470, phone number: 11/ 3085-2508
15. Atrium, 642, phone number: 11/ 3061-3885.

16. Auping, 1618, phone number: 11/ 3063-5866. 75. Lumini, 1441, phone number: 11/ 3898-0222.
17. Avanti, 1525, phone number: 11/ 3088-5200. 76. Madeira Bonita, 1277, phone number: 11/ 3062-9699.
18. B2, 1,630, phone number: 11/ 3062-0627. 77. Maison dês Caves, 1,881, phone number: 11/ 38911920.
19. Babylândia / Generation, 1,950, phone number: 11/ 78. Manufatura, 1,886, phone number: 11/ 3086-1854.
3086-3753. 79. Moldura Minuto, 1,586, phone number: 11/ 3085-9751.
20. Bali Express, 863, phone number: 11/ 3062-6061. 80. Montenapoleone, 1,572, phone number: 11/ 3083-2300.
21. Bazza, 1,875, phone number: 11/ 3088-5055. 81. Mr. Closet, esq. R. United States, 2.240, phone number: 11/
22. Benedixt, 663, phone number: 11/ 3088-1045. 3082-1963.
23. Brentwood, 1130, phone number: 11/ 3082-8577. 24. 82. Mul-T-Lock, 1,869, phone number: 11/ 3064-3232.
By Kamy, 1296, phone number: 11/ 3081-1266. 83. Naturale Mobili, 286, phone number: 11 / 3082-6809.
25. Bydesign, 958, phone number: 11/ 3064-9600. 84. Open, 1,319, phone number: 11/ 3898-1809.
26. California Closets, 653, phone number: 11/ 3060-9727. 85. Ornare, phone number: 11/ 3065-6622.
27. Capolavoro, 1,282, phone number: 11/ 3088-0999. 86. Papel Assinado, 306, phone number: 11/ 3081-8223.
28. Casa Caiada, 2,113, phone number: 11/ 3062-3488. 87. Phenícia Tapetes, 2.068, phone number: 11/ 3061-2666.
29. Casa Fortaleza, 1,020, phone number: 11/ 3081-5744. 88. Portal Galeria, corner of rua Estados Unidos, 2.241, phone
30. Casamatriz, 679, phone number: 11/ 3064-6050. number: 11/ 3081-0155.
31. Celina Dias, 924, phone number: 11/ 3062-0466. 89. Portoro, 756, phone number: 11/ 3085-1687.
32. Cia Do Marmore, 507, phone number: 11/ 3081-2318. 90. Portugal Trade Show, 1,909, phone number: 11/ 3062-0066.
33. Claridge, 1,824, phone number: 11/ 3088-6113. 91. Proarte, 1.644, phone number: 11/ 3085-7488.
34. Classica e Moderna, 813, phone number: 11/ 3081-0459. 92. Progetto Due, 1,998, phone number: 11/ 3081-0121.
35. Collectania, 1,456, phone number: 11/ 3088-6555. 93. Punto, 1,896, phone number: 11/ 3088-0030.
36. Copel, 1,299, phone number: 11/ 3063-4177. 94. Puntoluce Iluminação, 934, phone number: 11/ 3064-6977.
37. Correio Elegante, 1,358 phone number: 11/ 3061-9808). 95. Quartos & Etc, 1,227, phone number: 11/ 3064-5469.
38. Current Breton, 820, phone number: 11/ 3062-5052. 96. Raul Yetman & Alberto Moraes Couto Antiguidades,892,
39. DaCasa, 1,419, phone number: 11/ 5096-0840. 97. Recesa, corner of av. Brasil, phone number: 11/ 3088-7247.
40. Decorsul, 794, phone number: 11/ 3081-5022. 98. Regatta, 1604, phone number: 11/ 3085-5081.
41. Delta, 2,045 phone number: 11/ 3062-3626). 99. Rimadesio, 2168, phone number: 11/ 3081-2000.
42. Design Place, 819, phone number: 11/ 3068-0288 100. Rubinettos, 1,931, phone number: 11/ 3088-1337.
43. Dominici, 1768, phone number: 11/ 3064-1110. 101. Saccaro, 1865, phone number: 11/ 3062-6297.
44. Dpot, 1250, phone number: 11/ 3082-9513. 102. Safira Sedas, 348, phone number: 11/ 3081-5146.
45. Elgin Cuisine, 1,749, phone number: 11/ 3064-2353. 103. Salamandra, 765, phone number: 11/ 3083-3109.
46. Erea, 2158, phone number: 11/ 3062-5002. 104. Santa Monica, 660, phone number: 11/ 3085-1866.
47. Esfera, 1,229, phone number: 11/ 3062-0799. 105. Sartoria Italiana Armadi, 1,480, phone number: 11/ 3085-
48. Espaço 2, 264, phone number: 11/ 3081-7913. 2229.
49. Espaço Til, 689, phone number: 11/ 3063-5603. 106. Segatto, 949, phone number: 11/ 3088-6924.
50. Espaço WL, 1309, phone number: 11/ 3086-4488. 107. Slaviero Guedes & Galeria, 2,074, phone number: 11/ 3061-
51. Etel Interiores, 1834, phone number: 11/ 3064-1266. 9856.
52. EuroCentro, 370, phone number: 11 / 3064-9196. 108. Spas Versati, 1,943, phone number: 11/ 3081-0850.
53. Fast Frame, 2,121, phone number: 11/ 3060-8335. 109. Staaten, 1,556, phone number: 11/ 3062-7005.
54. Favo, 1,889, phone number: 11/ 3061-1125. 110. Supplement, 1,400, phone number: 11/ 3061-2644.
55. Firm Concept House, 1522, phone number: 11/ 3068-0380. 111. Tecnofeal, 2,118, phone number: 11/ 3082-0322.
56. Firma Casa, 1487, phone number: 11/ 3068-0377. 112. Toldos Dias, 1,064, phone number: 11/ 3898-0094.
57. Flexiv, 1,984, phone number: 11/ 3086-0068. 113. Tomica’s, 2,057, phone number: 11/ 3085-4644.
58. Floricultura Chuva de Ouro, 1.316, phone number: 11/ 114. Tribes, 1,388, phone number: 11/ 3062-8061.
3081-2030. 115. Trousseau, 912, phone number: 11/ 3083-4240.
59. Franccino Giardini, 1,094, phone number: 11/ 3081-5980. 116. Tuboar, 2,108, phone number: 11/ 3063-0922.
60. Gaia, 1,719, phone number: 11/ 3068-0655. 117. Vallvé, 1291, phone number: 11/ 3061-2444.
61. GEA Design, corner of av. Brasil, phone number: 11/ 118. Vermeil , 785, phone number: 11/ 3061-5525.
3085-7167. 119. Veste Casa, 334, phone number: 11/ 3085-1936.
62. Grifes & Design, 795, phone number: 11/ 3062-1251. 120. Via, 1718, phone number: 11/ 3085-8755.
63. House Garden, 1218, phone number: 11/ 3087-7778. 121. Viking, 1847, phone number: 11/ 3064-0011.
64. Hypólita, 1,360, phone number: 11/ 3085-8367. 122. Wallpaper, 1046, phone number: 11/ 3062-2899.
65. Iesa, 2,039, phone number: 11/ 3081-2155. 123. Warehouse du Architect, 57, phone number: 11/ 3083-6964.
66. Indoasia, 786, phone number: 11/ 3082-8717. 124. Warehouse, 946, phone number: 11/ 3062-1077.
67. Interni, 1022, phone number: 11/ 3081-1664. 125. Zone D phone number: 11/ 3088-0399.
68. Isto é Brasil, 1,899, phone number: 11/ 3898-2233.
69. Italma, 2,027, phone number: 11/ 3064-0947. Disclaimer: 11 is the code for São Paulo. If you’re calling
70. Karina, 278, phone number: 11/ 3062-2672. from São Paulo, don’t dial it. If you are calling from any pla-
71. Kartell, 2138, phone number: 11/ 3083-7511. ce from any place in Brazil but not the city of São Paulo you
72. Kitchens, corner of Brigadeiro Faria Lima, phone nuber:
have to choose the telephone company code: 021 or 015
11/ 3030-1900.
73. La Lampe, 1258, phone number: 11/ 3082-4055. + 11. If you are calling from abroad you have to dial 55
74. Larmod, 413, phone number: 11/ 3065-1944. (which is the code for Brazil) + 11 (code for São Paulo.)

3.3.3 Rua 25 de março – 25 de março street
This is the biggest outdoors shopping center in Latin
America. Street vendors and commercial stores dispute
for customers. They sell all kinds of national and impor-
ted products.
500 thousand people shop on 25 de Março street every

day. Due to very low prices, this place welcomes people
not only from São Paulo but also from other cities. The
best-sellers are custom jewelry, party accessories, gifts,
sewing notions, cloth, stationery and décor.
In the vicinity you will find galleries that sell imported

goods at low prices, especially electronic devices.
3.3.4 Other streets where you can find special-

ized commerce
3.3.4.1 Antiquity
Rua Cardeal Arcoverde, Pinheiros. Cardeal Arcover-
de street, Pinheiros.
3.3.4.2 Sewing Notions

Ladeira Porto Geral e Rua 25 de Março, Centro –
Ladeira Porto Geral and 25 de março street, Cen-
tral area.
3.3.4.3. Utensils and appliances for kitchens,

bars, and hotels
Rua Paula Souza, Brás – Paula Souza street, Brás
3.3.4.4 Auto parts

Avenida Duque de Caxias, Santa Cecília – Duque
de Caxias Avenue, Santa Cecília.
3.3.4.5 Costume jewelry and stationery

Rua 25 de Março e Rua Barão de Duprat, Centro - 25
de Março street and Barão de Duprat street, Central
area.
3.3.4.6 Hunting and fishing accessories

Largo de Pinheiros, Pinheiros e Rua Senador Quei-
roz, Brás – Pinheiros city square, Pinheiros and Sena-
dor Queiroz street, Brás.

3.3.4.7 Leather goods and similars
Largo do Arouche e arredores, Centro – Arouche
city square and surroundings, Central area.
3.3.4.8 Gift shops

Rua Oriente e Rua Maria Marcolina, Brás - Oriente
street and Maria Marcolina street, Brás.
3.3.4.9 Computers and electronic equipment

Rua Santa Ifigênia, Centro – Santa Ifigênia street,
Central area.
3.3.4.10 Perfume scents, ingredients for per-

fumes, cosmetics and soaps
Rua Silveira Martins e praça da Sé, Centro – Silveira
Martins street and Sé city square, Central area.
3.3.4.11 Hardware
Rua Paes Leme, Pinheiros – Paes Leme street, Pinheiros.
3.3.4.12 Tools and machines

Rua Florêncio de Abreu, Centro – Paes Leme street,
Pinheiros.
3.3.4.13 Surgical and orthopedic instruments,

and laboratory supplies
Rua Borges Lagoa, Vila Clementino – Borges Lagoa
street, Vila Clementino.
3.3.4.14 Musical Instruments

Rua Teodoro Sampaio, Pinheiros, e rua General Osó-
rio, Sta. Ifigênia – Teodoro Sampaio street, Pinheiros,
and General Osório street, Sta. Ifigênia.
3.3.4.15 Jewelry, costume jewelry and acces-

sories
Rua Barão de Paranapiacaba, Centro – Barão de
Paranapiacaba street, Central area.
3.3.4.16 Chandeliers and similars

Rua da Consolação, Consolação – Consolação
street, Consolação.

3.3.4.17 Wood and accessories
Rua Paes Leme, Pinheiros, Rua do Gasômetro, Parque
D. Pedro II – Paes Leme street, Pinheiros, and Gasô-
metro street, Parque D. Pedro II.
3.3.4.18 Photo supplies

Rua Conselheiro Crispiniano, Centro - Conselheiro
Crispiniano street, Central area.
3.3.4.19 Motorcycles and accessories

R. Barão de Limeira e Largo General Osório, Centro - Ba-
rão de Limeira street and General Osório city square, Cen-
tral area.
3.3.4.20 Furniture
Rua Teodoro Sampaio, Pinheiros – Teodoro Sam-
paio street, Pinheiros.
3.3.4.21 Décor
Rua Normandia, Moema – Normandia street, Moema.
3.3.4.22 Eastern products

Rua Galvão Bueno e arredores, Liberdade – Galvão
Bueno street and surroundings, Liberdade.
3.3.4.23 Tapestry
Avenida Rangel Pestana, Brás – Rangel Pestana Ave-
nue, Brás.

Map of São Paulo City

3.4 Transportation
O
wing to the great geographical extension
a high populational density the city has a
fleet of 5,2 million vehicles; the third most
numerous fleet of taxi cabs in Latin America with 33
thousand automobiles, and it has the second big-
gest fleet of helicopters in the world, while New York
has the first.
Moreover the city provides more than 10 thousand

urban buses and a subway net considered one of
the cleanest and most up-to-date in the world. The
subway system whose implementation started less
than 50 years ago has currently four lines, 55 sta-
tions and is over 66 kilometers long. Three million
people take the subway every day. Such plotting is
complemented by a metropolitan train net which
runs over 250 kilometers long. The gap between
subway trains – headway – is at this moment 99 se-
conds, the third quickest in the world.
There are two international airports (Cumbica and

Viracopos) and two dedicated to domestic flights
(Campo de Marte and Congonhas). Cumbica, the
largest in Brazil and second in the south hemisphe-
re – while the first is located in Sidney – welcomes
up to 17 million passengers a year. Regarding the
cargo transportation, São Paulo has the biggest in
Latin America.
http://pt.wikipedia.org/wiki/Aeroporto_Internacio-
nal_de_S%C3%A3o_Paulo-Guarulhos - cite_note-2
The intercity, interstate, and international highway

system – Argentina, Uruguay, Paraguay and Chile –
counts with three bus terminals.
• Tietê terminal is the largest in Latin America

and the second largest in the world, surpassed by
only by New York.
• From the Barra Funda terminal buses depart

to and arrive from the west region of the state, in
addition to some interstate lines.
• From the Jabaquara terminal buses depart to

and arrive from the Baixada Santista – the coast
of São Paulo.

3.5 Urban Design
I
n order to rescue the dignity of her citizens the
city has been adopting measures that guarantee
an organized space which match their needs and
aspirations. Take, for example, the policies concer-
ning sidewalks, walkways, and access areas where
proper devices were installed to facilitate the transit
of special people with specific needs
The preoccupation with the welfare and accessibility

democratically favoring the whole population had
the city intervene and have all establishments provide
proper ways of access for those with some kind of
locomotion difficulties. Through a rigid legislation in
vigor São Paulo is one of the main cities in the world
to offer such conditions to her citizens.
In the same way the mass transportation system gai-

ned importance as opposed to individual transpor-
tation by creating exclusive aisles – in important and
crowded avenues and streets – for buses and taxi
cabs, as well as by expanding the subway plotting.
In SãoPaulo the old and the new harmonize perfecltly;

relevant historical monuments are preserved without
jeopardizing the current needs for growth. Of course,
sometimes progress demand that some edifications
which are in a real bad shape be demolished to give
space for social centers, green areas, squares, mu-
seums, and cultural centers.
Streets, avenues, bridges, access roads, and hi-

ghways play a huge role in the urban context. People
are paying much more attention to the planning and
designing processes so that each element of the plot-
ting fulfills its intended functions.
Sidewalks have now a differentiated design alluding

to the map of the state of São Paulo; lampposts cha-
racterize different locations; dumpsters are designed
to facilitate selective garbage collecting destined to
recycling; and campaigns promote an environmen-
tal awareness which aim to attenuate pollution and
detritus present in the city.

Paulista Avenue still preserves its visual communica-
tion designed and implemented in the seventies. With
a clean and modern style it is an inspiration for for-
thcoming urbanistic interventions at the same time it
characterizes the most famous avenue of the city.
In big cities such as São Paulo the giving identity of

public spaces, adjusting the urban environment to
the citizens; the visual communication free of visual
pollution are objects of frequent debates and inter-
ventions which contemplate a constant increment of
the quality of life and bring back safety, physical and
psychological comfort and the population welfare.
In addition to the great works of engineering and ar-

chitecture, parks and green areas still filled with nati-
ve vegetation are present in the city.
The best-known park in the city, the Ibirapuera Park

is in central region of the city. Owing to the fact that
it has an area of 1 million, 584 thousand square
meters; three artificial lakes of 157 square meters
combined which are interlinked, this park plays an
important role in the urban planning. The Japanese
government built a replica of the Katura Palace, cur-
rently known as the Japanese Pavilion as a gift for the
park’s inauguration. Other buildings take part in the
park complex and are a fundamental asset to both
cultural and artistic agendas of the city. Among them
we can certainly mention:
• Palácio das Indústrias – Industry Palace – kno-

wn today as the Pavilhão Cicillo Matarazzo,
which host both São Paulo’s Biennual and the
Museu de Arte Contemporânea – MAC – Mu-
seum of Contemporary Art;
• Palácio das Nações – Nations’ Palace; Mu-
seu Afro Brasil – African Brazilian Museum;
• Palácio das Exposições – Expo Palace; OCA
– where the Museu da Aeronáutica - Museum of
Aeronautics; and the Museu do Folclore – Mu-
seum Of Floklore – are installed;
• Grande Marquise - Grand Marquee – where
the Museu de Arte Moderna (MAM) – Museum of
Modern Art – are situated;

• The gymnasium; the velodrome (the first to be
built in Brazil) and the set of lakes;
• Ibirapuera’s Obelisk, symbol of the Constitu-
tionalist Revolution of 1932;
• Monumento às Bandeiras (picture) – Monu-
ment dedicated to the Bandeirantes (followers of
the banner) who were pioneers in Brazil;
• Planetarium and the City Astrophysics School;
• Auditório Ibirapuera – Ibirapuera Auditorium;
• Monumento a Pedro Álvares Cabral – Monu-
ment dedicated to Pedro Álvares Cabral known
as the discoverer of Brazil.
Likewise, there are parks other than the Ibirapuera
that deserve to be mentioned.
• O Parque da Cantareira, in the northern area.
It hosts the second largest urban Forest in the
world; O Parque do Carmo, in the eastern area.
O Horto Florestal, Parque da Aclimação, Parque
da Luz (oldest in the city), Parque da Independên-
cia, Parque Villa Lobos, Parque Trianon, Parque
Ecológico do Tietê; Parque do Guarapiranga.
Among others they constitute over 30 green are-
as of extreme importance to this capital.
In the Jardim Botânico, a botanic garden situated
in an area of 143 hectares (an hectare is equivalent
to 2.471 acres) there are glasshouses for the typi-
cal plants from the Atlantic Forest. That’s where the
bed of the Ipiranga pond is located, the place where
Emperor D. Pedro I proclaimed the independence of
Brazil from Portugal and it is also well-known for its
immense collection of palm trees.
3.6 Information and signaliza-

tion systems
S
ão Paulo has 350 thousand traffic signs. In
2008 São Paulo installed 600 new directions’
signs which abide by the international rules
destined for tourists. Over 10 thousand urban signs
as well as street tags were replaced by new ones
with synthetic names. For instance: Alameda Ga-
briel Monteiro da Silva became Alameda Gabriel.

This new concept promotes a better reading from
the distance.
Implemented in 2007 the Projeto Cidade Limpa
(Project Clean City) which aims to have the outdoors
media migrate to the urban furniture - public utili-
ty elements such as bus shelters, clocks which show
time, temperature and pollution rate and dumpsters
– is by far the most evinced ever. This is an attempt to
have the public space used for advertisement entirely
administrated by the city.
The decree states that within the public space all pu-
blicity should be placed in the street furniture (T.N:
no more billboards and electronic panels) and sub-
ject to the City Hall’s concession which will be res-
ponsible for its management. Such goal has been
achieved in no time.
3.7 Urban Janitoring
T
his is a new concept for a series of initiatives
commenced in 2006 in the central area where
400 thousand people live while over 2 million
circulate and it is destined to take good care of the
quality of life in the city.
Students of architecture were invited to execute the

project by identifying the real situation of the si-
dewalks, lampposts, street furniture, both visual and
sound pollution, cleaning, social promotion, security,
squatting, sanitation, urban plagues, traffic, vendors,
and public toilets, among others. The reports are han-
ded to the responsible authorities on daily basis. Since
its implementation over two thousand demands were
reported and most of them solved. During daily visits
paid by these students, they check whether the repor-
ted problems have already been taken care of.
“The urban janitoring help us be more agile to solve

small problems and gives the region permanent main-
tenance,” explains the head of Sé’s subprefecture and
Secretary of subprefectures, Andrea Matarazzo. The
central area is observed from different perspectives by
young people, many of whom are aliens, thus they
bring innovative ideas on how to improve the quality
of life in the city,” says Matarazzo.

CHAPTER 4
Design schools, design centers
and institutions for the support
and fomentation of design.
S
ão Paulo has more design schools than any
other place in South America.
There are dozens of graduation courses which cover all

areas regarding design (graphic, interior/décor, indus-
trial, digital, fashion, and strategical design.) Some uni-
versities offer post graduation courses (master’s degree
and PhD) in addition to free courses, technical courses
and specialization courses.
Both the public and the private sector have been in-
crementing the insertion of young professionals through
promotional activities mainly led by FIESP – the Associa-
tion of the Industries of the state of São Paulo – through
their center of design and their department of techno-
logy.
This center, created in 1981, has developed over the

last 25 years hundreds of fomenting initiatives which
changed the way society sees the role of design these
days – an extremely important agent of social, cultural
and economic transformation.
Since the establishment of the Centro São Paulo Design

– São Paulo’s Design Center – such initiatives gained
new force.
The city has the biggest complex for research and de-
velopment in Brazil, being responsible for 28 percent of
the national scientific production according to the data
provided in 2005.

4.1 Centers for researching and
promoting design
4.1.1 Centro São Paulo Design – São Paulo

Design Center
Executive Coordinator: Sheila Brabo
Av. Rio Branco, 1269 – Campos Elíseos
Zip code: 01205-001 / São Paulo (SP)
Phone Number: (11) 220-0033
Extension 1336/1324
Fax: 221-4927
e-mail: spdesign@sp.gov.br
http://www.spdesign.sp.gov.br
4.1.2 Center for packaging technology – CETEA

Coordinator: Luis Fernando Ceribeli Madi
Av. Brasil, 2880 P.O. Box 139 Chapadão
Zip code: 13073-001 / Campinas (SP)
4.1.3 Institute for technological research

• Forest products division
Director: Oswaldo Poffo
Cidade Universitária (University Campus)
Av. Prof. Almeida Prado, 535 – Butantã
Zip code 05058-901 / São Paulo (SP)
• Packaging Laboratory – LEA

Chief of Research: Ernesto Freire Pichler
Cidade Universitaria (University Campus) “Arman-
do de Salles Oliveira” – Av. Prof. Almeida Prado -
Butantã / Zip code: 05508-901 / São Paulo (SP)

4.2 Design schools, faculties, free
shools, and technical courses
Currenlty, there are 13 educational establishments in São

Paulo which offer graduation courses on design (industrial,
graphic, digital, fashion, and interior/décor), one techni-
cal course and dozens of free courses in small schools.
It estimated that four thousand new designers graduate
every year in São Paulo.
4.2.1 Centro Universitário Senac – Senac

University Center
Av. Engenheiro Eusébio Stevaux, 823
São Paulo (SP) / Phone Number: 5682-7300
www.sp.senac.br
4.2.2 Escola Panamericana de Arte – Panamerican

School of Art
Av. Angélica, 1900 / Phone Number: 3661-8511
Rua Groenlândia, 77 / Phone Number: 3887-4200
São Paulo (SP) I www.escola-panamericana.com.br
4.2.3 Faculdade de Belas Artes de São Paulo

(FEBASP) – Fine Arts Faculty of São Paulo
Centro Universitário Belas Artes
R. Dr. Álvaro Alvim, 76 - Vila Mariana
Zip code: 04018-010 / Sao Paulo (SP)
Phone Number: 0800772-5010
www.belasartes.com.br
Graduation courses on: Architecture and Urba-

nism; Visual Arts; Graphic Design; Industrial Design;
Fashion Design; Interior Design(Décor); Advertising
and Propaganda.
4.2.4 Faculdade Santa Marcelina

Department of Industrial Design
Branch: Perdizes
R. Dr. Emílio Ribas, 89 - Perdizes
www.fasm.edu.br

4.2.5 Fundação Armando Álvares Penteado – FAAP
Faculty of Plastic Arts
Department of Technology and Project
Rua Alagoas, 903 - Higienópolis
Phone Number: (11) 3662-7000 I www.faap.br
4.2.6 Istituto Europeo Di Design

Rua Maranhão, 617
Higienópolis / São Paulo (SP)
Phone number: 3660.8000 I www.iedbrasil.com.br
4.2.7 Universidade Anhembi-Morumbi

Rua Casa do Ator, 294 - Vila Olímpia
Phone number: (11) 3847-3000 I www.anhembi.br
4.2.8 Universidade Bandeirantes - UNIBAN

Campus Vila Mariana
R. Afonso Celso, 235 - Vila Mariana / São Paulo (SP)
Phone number: (11) 5085-9000
http://www.uniban.br
4.2.9 Universidade Mackenzie

Faculty of Communication and Arts
R. Maria Antonia, 403 - Vila Albuquerque
P.O. Box 8792 / São Paulo (SP)
Zip code: 01222-010
4.2.10 Universidade Metodista

Campus São Paulo
Rua Silva Bueno, 1660 - 1º Andar (1st floor)
Ipiranga / São Paulo (SP) / Zip code: 04208-050
Phone number: (11) 4366-5174
www.metodista.br
4.2.11 Universidade São Judas Tadeu - USJT

Rua Taquari, 546 - Bloco A
www.saojudas.br/usjt/cursos.htm

4.2.12 Universidade Paulista – UNIP
Faculty of Industrial Design
R. Dr. Barcelar, 1212 - Mirandópolis
4.2.13 Universidade de São Paulo – USP

• Faculty of Architecture and Urbanism
Cidade Universitária - Rua do Lago, 876
• FASP - IBC
Rua José Antonio Coelho, 879
Legend for addresses

Rua or R. = street
Avenida or Av. = avenue
Alameda or Al. = boulevard
Ponte or Pte. = bridge
Praça or Pça. = city square
Largo or Lgo. = city square with no vegetation
Bloco = tower
Cidade Universitária = university campus
Legend for educational institutions

Faculdade: Faculty
Universidade: University
Instituto: Institute
Escola: School
Fundação: Foundation
4.3 Magazines specialized in design

and architecture with headquarters in
São Paulo
T
he great number of publications specialized
in architecture and design with national cir-
culation whose headquarters are located in
São Paulo proves unquestionably the importance
the city recognizes in fomenting such initiatives. It
too evinces how important a role design plays on
the national economy as well as the vast a dimen-
sion of the group of consumers who are interested
in this subject.
In addition to the specialized press, more and more

we see virtual magazines and sites dedicated to
design emerge on worldwide web.

4.3.1 ARC Design
Bimestrial publication specialized in design, décor,
and culture.
Editor-in-chief: Maria Helena Estrada
Rua Oscar Freire, 329 – Suite # 72
Phone number: (11) 3088.8011/ (11) 3085.1643
Fax number: (11) 3898.2854 I www.arcdesign.com.br
4.3.2 Arquitetura & Construção

Monthly publication specialized in architecture, construc-
tion, and design
Director: Angelo Derenze
Av. das Nações Unidas, 7221 – 17th floor - Pinheiros
Phone numbers: (11) 3037.2000/ (11) 3037.5544/
(11) 3037.5677/ (11) 3037.5160
Fax number: (11) 3037.5682
Website: www.arquiteturaconstrucao.com.br
4.3.3. AU
Bimestrial publication specialized in architecture,
urbanism, and design
Director: Mário Sergio Pini
Rua Anhaia, 964 - Bom Retiro
Phone number: (11) 3224.8811
Fax number: (11) 3224.0314 I www.piniweb.com
4.3.4 CADesign
Montlhy publication specialized in design, architectu-
re, and engineering.
Director: Eduardo Biotti
Rua Hugo Carotini,445 - Parque da Previdência - Re:
Km 11 Highway Raposo Tavares
Phone number: 0800556258/ (11) 3721.1950
Fax number: (11) 3721.5558
Website: www.cadesign.com.br
4.3.5 CADware Technology

Director: Evandro Bertoni
Rua Engenheiro Prudente, 95 - Vila Monumento
P.O. Box: 02621
Phone number: (11) 6193-0762 / (11) 6914.4459
Fax number: (11) 6193.0762

4.3.6 Casa CLAUDIA
Monthly publication specialized in décor and design
Director: Lívia Pedreira
Av. das Nações Unidas, 7221 – 17th floor
Phone number: (11) 3037.2000 / (11) 3037.5544
Fax number: (11) 3037.5544
Website: www.arquiteturaconstrucao.com.br
4.3.7 Casa VOGUE

Monthly publication specialized in décor and
Director: Clarissa Sheneider
Av. Brasil, 1456 - Jardim América
Phone number: (11) 3083.3366 / (11) 534.9385
4.3.8 Design Gráfico

Publication Specialized in graphic design
Director: Eduardo Biotti
Rua: Hugo Carotini,445 - Parque da Previdência -
Re: Km 11 Highway Raposo Tavares
Phone number: 0800556258 / (11) 3721.1950
Website: www.design-grafico.com.br
4.3.9 Espaço D
Periódico mensal especializado em decoração e design
Direção: Olga Krell
Rua Arizona, 1349 - 1º andar - Brooklin Novo
CEP: 04567-003 / São Paulo (SP)
Fone/Fax: (11) 5506-8422
4.3.10 Office Style

Bimestrial publication specialized in furniture and office
solutions
Director: Sr. Ricardo Aronovich
Av. Paulista, 1765 – 14th floor
Phone number: 0800150144
Fax number: (11) 3266.5988 I www.flexeventos.com.br
4.3.11 Projeto e Design

Monthly publication specialized in architecture and
design
Director: Sr. Luiz Onaga
Rua General Jardim, 633 – 3rd floor - Vila Buarque
Zip code: 01223-904/ São Paulo (SP)
Phone/Fax number: (11) 259.9688
Website: www.arcoweb.com.br

4.3.12 ZUPI
Quarterly publication with English and Spanish versions
Editor-in-chief: Allan Szacher
Rua Conde de Irajá 297 – Vila Mariana
Phone/Fax numbers: (11) 3926-0174 I www.zupi.com.br
Most important electronic magazines

4.3.13 Agitprop – Revista Brasileira de Design
Coordinator: Ethel Leon
Website: www.agitprop.vitruvius.com.br
This is a monthly electronic magazine that aims to

discuss the Brazilian design in all its aspects and areas
by fomenting the confrontation of ideas and initiatives.
Current subjects such as exhibitions, objects, and gra-
phic projects are analyzed by specialized authors on
the section Atualidades (Current Issues.) Book reviews,
essays, texts which are difficult to be accessed by rese-
archers, students and professionals are published on
the sections Leituras, Ensaios e Repertório. (Readings,
Essays, and Repertoire.)
4.3.14 InfoDesign - Revista Brasileira de Design

da Informação
Editors: Carla Spinillo and Priscila Farias
Website: www.sbdi.org.br
This is a pioneer initiative in Latin America. This bi-

annual electronic publication is concerned with the
scientific aspects of the SBDI. It is focused on the intro-
duction as well as the debate of theoretical and praxis
studies regarding design of information – studies on
theory and history; systems of information and com-
munication; technology and society; and education.
4.3.15 Revista Ilustrar

This is an electronic, bimestrial, free magazine (all is-
sues available in PDF.) It is focused on discussing areas
where illustration and design are present.
4.3.16 Revista DG - Design Gráfico

This is the on-line version of the magazine Design
Gráfico. Part of the printed magazine is available on
this website. There are articles about design, computer
graphics, news, workshops, and courses.
Website: http://www.design-grafico.com.br

CHAPTER 5
Design guilds, design groups
and companies
5.1 Guilds
T
he first design guilds emerged from São Pau-
lo. The late ADBI – A Associação Brasileira de
Design Industrial (The Industrial design asso-
ciation was founded in 1968 and while in action it
organized various events worldwide known. Today
São Paulo hosts a great number of national desig-
ners’ guilds.
5.1.1 ABEDESIGN - Associação brasileira das

empresas de Design (Brazilian association of
design companies.
President: Luciano Deos
Rua Artur de Azevedo, 1767, Cj. 176, Pinheiros
Phone/Fax number:: 55 (11) 3067 6132
Website: www.abedesign.org.br
This association aims to promote, divulge, diffuse
and contribute to the improvement, market growth
and the exchange of economic and professional
activities among design companies of all sorts and
nationalities. It also pursues the development of the
relationships among representative entities from all
sectors, service, industry, and commerce. Partner-
ships are one of the alternatives of such relationship
through which they foment a reciprocal effort toward
analysis and the improvement of co-related activities.
5.1.2 ABRE - Associação Brasileira de Embalagem

(Brazilian association of packaging
Website: http://www.abre.org.br
ABRES’ initiatives comprehend the whole packaging
productive chain, hardware industry, raw-material, pa-
ckaging consumers, design agencies, teaching institu-
tions and entities. Their databank make all kinds of in-
formation regarding design available to professionals.

5.1.3 ADG - Associação dos designers gráficos
(Graphic designers’ guild)
Website: http://www.adg.org.br
A Associação dos Designers Gráficos é uma associa-
ção sem fins lucrativos de âmbito nacional, fundada
em 1989 com o objetivo de congregar profissionais e
estudantes para o fortalecimento do design gráfico na-
cional, o aprimoramento ético da prática profissional
e o desenvolvimento de seus associados.
5.1.4 ADP - Associação dos designers de produto

(Product designers’ guild)
Website: http://www.adp.org.br
ADP is a non-profit civil society dedicated to culture
which has as a goal to gather professional, students,
institutions and acting companies in order to deve-
lop, promote, divulge, regulate, and support the de-
sign related activities in Brazil. Aiming to achieve such
important elements, ADP foments debates, seminars,
workshops, exhibits, lectures, contests, free courses in
addition to the number of electronic and in-print publi-
cations they issue with the attempt to update and inform
professionals of design and the whole society.
5.1.5 ABD - Associação Brasileira de Designers

de Interiores (Interior designers’ guild)
Website: http://www.abd.org.br
The ABD aspires to represent their associates at en-
tities and organizations either public or private never
leaving aside to contemplate the society’s common
interests. ABD also plays a fundamental role on divul-
ging the importance of design and the professionals
whose work concerns design through a solid strategy
concocted by press agents as well as facilitating the
technical and human improvement.
ABD has a large spectrum of members: they are col-
lege graduates, technicians, or free school gradua-
tes, architects specialized in interior design, and also
companies that supply products and services.
Among their main activities we can mention organi-
zing congresses, symposiums, seminars and lectures
intending to have their members improve their craft,

generate technical content for their newsletter and in-
tegrate the debate among national and international
entities about rules and copyrights and other issues of
common interest by their members.
5.1.6 SBDI - Sociedade Brasileira de Design da Infor-

mação (Brazilian Society for the Information Design
Website: http://www.sbdi.org.br
The SBDI was founded in 2002 as a non-profit ci-
vil entity for scientific purposes nationwide. The SBDI
congregates researchers, professors and professionals
of design whose work is devoted systems of produc-
tion and communication either analogic or digital to
manage of the production of information and the op-
timization of procedures to acquiring and managing
visual information.
Their institutional mission is to contribute to both

scientific and technological development of the in-
formation design in Brazil. Attached to this mission is
the sense of duty to diffuse researches, education and
professionalism in this area; promote and facilitate the
cooperation among professionals; heed and stimula-
te the community’s attention toward visual culture and
the informational thematic.
The SBDI is composed by its founder members, em-

ployees, honorific members, and students. There is a
board and a scientific council constituted researchers
and professors. Amidst their scientific activities we
have to point out the biennial events: The Internatio-
nal Congress of information design; the Info-Design
Brasil – Brazilian congress of information design; and
the Congic – National congress on the scientific initia-
tion in information design.
The SBDI also publishes an electronic magazine on

the Brazilian information design – a pioneer in Ame-
rica devoted to such subject; and the book “Artigos
Selecionados dos congressos internacionais bienais”
(Selected Readings of The Information Design Interna-
tional Conferences).

5.2 50 top design companies in
São Paulo
5.2.1 100% Design

Design of packaging, visual identity of brands and
corporations, product design, branding, design of PV
material.
Address: Rua Diogo Moreira, 132, cj 1406
Pinheiros / São Paulo (SP)
Phone Number: (11) 3032-5100
www.100porcento.net
5.2.2 Auresnede Pires Stephan

Prof. Eddy – MsA
Address: Rua José Antônio Coelho 879 / São Paulo (SP)
Phone number: (11)5576-5845
5.2.3 Baíta Studio Graphic Design

Graphic Design
Address: Av. Ibirapuera, 2907 cj. 217, Moema
São Paulo/SP
Website: www.baitastudio.com.br
5.2.4 Batagliesi & Associados

Visual identity of brands and corporations, environ-
mental design, branding.
Address: Rua Diogo Moreira, 149, Pinheiros
São Paulo (SP)
Website: www.batagliesi.com.br
5.2.5 B+G Designers

Graphic design, packaging design, branding, pu-
blishing design, signalling.
marilda.soares@bmaisg.com.br
Address: Rua Álvaro Rodrigues, 403, Brooklin
São Paulo/SP I Website: www.bmaisg.com.br
5.2.6 Benchmark do Brasil

Visual identity of brands and corporations, packaging
design, product design, digital design.
Address: Rua Professor Filadelfo Azevedo, 498, Vila
Nova Conceição / São Paulo (SP)
Phone number: (11) 3057-1222
Website: www.bench.com.br

5.2.7 Brander Design & Construção de Marcas
Visual identity of brands and corporations, branding.
Address: Rua Artur de Azevedo 1767 cj 42, Pinheiros
São Paulo (SP) / Phone number: (11) 3067-5990
Website: www.branderdesign.com.br
5.2.8 Carlos Motta

Furniture design
Address: Rua Aspicueta 121 Vila Madalena
Website: www.carlosmotta.com.br
5.2.9 Caso Design Comunicação

Caso Design Comunicação
Packaging design, visual identity of brands and corpo-
rations, product design, and branding.
Address: Rua do Rocio, 199- 3º andar , Vila Olímpia
Website: www.casodesign.com.br
5.2.10 Cauduro & Martino

Packaging design, visual identity of brands and
corporations, product design, branding, design of PV
material.
Phone number: (11) 3035-1911
Website: www.cauduromartino.com.br
5.2.11 Chelles & Hayashi

Product design, packaging design, graphic design,
branding, visual identity of brands and corporations,
digital design, environmental design.
Address: Rua Áurea, 02 , Vila Mariana
Website: www.design.ind.br
5.2.12 Claudia Moreira Salles

Furniture design
Address: Rua Oscar Freire 416 CJ. 65 , Cerqueira
César / São Paulo – SP
Phone number: (11)3083-2770 / 3167-6173
5.2.13 Commgroup Branding

Branding and Design
Address: Rua Moacir Piza, 68 , Jardins
São Paulo (SP)
Telephone number: (11) 3081-9240
Website: www.commgroup.com.br

5.2.14 Consolo e Cardinali Design
Corporative identity, branding, seminars, and training
Address: Av. Jandira, 1453 – Indianópolis
Website: www.consoloecardinali.com.br
5.2.15 Design com Z

Graphic design
Address: Rua José Ramon Urtiza, 890 conj 07
VilaAndrade / São Paulo (SP)
Phone number: (11) 2184-8100
Website: www.designcomz.com.br
5.2.16 E | Ou
Branding, visual identity of brands and corporations,
PV, graphic design.
Address: Rua João Moura, 230, Vila Madalena
São Paulo /SP
Phone number: (11) 3032-3339
Website: www.eou.com.br
5.2.17 Estúdio Nine

Graphic and Digital Design
Address: Rua Afonso Celso, 1629 - cj.32 , Vila
Mariana / São Paulo (SP)
Phone number: (11) 2691 5999
Website: www.estudionine.com.br
5.2.18 Facilities do Brasil

Product design.
Phone number: (11) 4787-0217
facilities@facilitiesbr.com I www.facilitiesbr.com
5.2.19 Fernando Brandão Arquitetura+Design

Product design, furniture design.
Address: R. João Lourenço.91, Vila Nova Concei-
ção / São Paulo (SP)
Phone number: (11) 3845-2053
Website: www.arqfebra.com.br
5.2.20 Fix Design

Graphic design, digital design, environmental
design.
Address: Alameda Gabriel Monteiro da Silva, 1310-
cj. 81 – Jardins / São Paulo (SP)
Phone number: (11) 3081-7577
Website: www.camilafix.com.br

5.2.21 Fogo Design
Product design, and graphic design.
Phone number: (11) 3729-3354
Website: www.fogodesign.com.br
5.2.22 FSB Design

Address: Rua Pedroso Alvarenga 900 7º - Itaim Bibi
Website: www.fsbdesign.com
5.2.23 Gad Design

Branding, product design, packaging design, visual
identity of brands and corporations, environmental
design, publishing design.
Address: Rua do Rócio, 288, 12ª andar, Vila Olímpia
Website: www.gad.com.br
5.2.24 Haus Design Criação Ltda

Address: Av José Galante, 751 cj 23 , Morumbi
Website: www.hausdesign.com.br
5.2.25 INCH Design e Arquitetura

Product design, graphic design, interior design.
Phone number: (11) 3237-4821
rosana.inch@uol.com.br I www.inch.com.br
5.2.26 Indesign
Visual identity of brands and corporations, pu-
blishing design, graphic design, packaging
design,environmental design.
Address: Rua Almirante Marques Leão, 723 , Bela
Vista / São Paulo (SP)
Phone numbers: (11) 3285-4050 / 3284-0570
Website: www.indesignsp.com.br
5.2.27 Irmãos Campana

Décor objects and furniture design
Website: www.campanas.com.br
5.2.28 Ikko e On pack Design

Product design
Address: Rua Volta Redonda, 545, Campo Belo
Website: www.ikko.com.br

5.2.29 Keenwork Design
Branding, editorial design, environmental design,
product design, graphic design, packaging design.
Address: Rua Laplace-96, Brooklin
Website: www.keenwork.com.br
5.2.30 Luciano Devià

Product design, environmental design, digital design,
furniture design, PV design.
Address: Rua Princesa Isabel, 1501, Brooklin
Website: www.devia-design.com.br
5.2.31 Matriz Escritório de Desenho

Design estratégico - marcas e embalagens
Address: Rua Humberto I, 305 , Vila Mariana
Website: www.matrizdesenho.com.br
5.2.32 Merchan Design

Graphic design, product design, environmental
design, branding, design of PV material, furniture
design, editorial design.
Address: Rua João Moura, 346, cj 11 , Pinheiros
Website: www.merchan-design.com.br
5.2.32 Müller & Camacho

Design of packaging, branding, editorial design,
concept of products, visual identity of brands and
corporations.
Address: Avenida Brigadeiro Faria Lima, 1685 cj. 3F
Phone number: (11) 3819-4417
Website: www.mullercamacho.com.br
5.2.33 Narita Design

Graphic design, product design, packaging design,
visual identity of brands and corporations.
Address: Rua Tabapuã – Itaim Bibi
Website: www.narita.com.br.
5.2.34 Nó Design
Product design, graphic design, furniture design.
Address: Rua Harmonia, 789 – Vila Madalena
Website: www.nodesign.com.br

5.2.35 Objeto Brasil
Address: Rua Francisco Leitão, 699 – Pinheiros
Fax number: 11 / 3891-0000
Website: www.objetobrasil.com.br
5.2.36 On Art Design

Visual identity of brands and corporations, environ-
mental design, editorial design.
Address: Rua Professor João Arruda, 189-B, Perdizes
Website: www.onart.com.br
5.2.37 Oz Design
packaging design, environmental design, editorial
design.
Address: Rua Andrade Fernandes, 303
Vila madalena / São Paulo (SP)
Phone number: (11) 5112-9200
Website: www.ozdesign.com.br
5.2.38 Pandesign
Visual identity of brands and corporations, bran-
ding, packaging design, graphic design, PV material
design, digital design.
Address: Rua Fiandeiras, 929, 8ºandar, cj 81/84
Vila Olímpia / São Paulo (SP)
Phone number: (11) 3849-9099
Website: www.pande.com.br
5.2.39 Projeto Integrado

Packaging design, branding, product design, graphic
design, digital design.
Address: Rua José Maria Lisboa, 860, 14º andar,
cj. 143 – Cerqueira César
São Paulo (SP) / Phone number: 11 / 3884-9344
Website: www.projetointegrado.com.br
5.2.40 Questto Design

Product Design, concept of products.
Address: Rua Cotoxó, 303 – cj. 36 – Perdizes
Website: www.questto.com.br

5.2.41 Sansei Projetos
Environmental design, visual identity of brands and
corporations.
Address: Rua capitão Otavio Machado, 525 –
Chácara Santo Antônio
Website: www.sanseiprojetos.com.br
5.2.42 Sart Dreamaker

Branding, visual identity of brands and corporations.
Address: Rua bento de Andrade, 496
Jardim Paulista
Website: www.sart.com.br
5.2.43 Segmento Design

Packaging design, product design, graphic design,
environmental design, branding, visual identity of
brands and corporations, design of PV material.
Address: Praça Gastão Cruls, 26 , Vila Madalena
Website: www.segcom.com.br
5.2.44 Seragini Design

Packaging design, product design, environmental
design, branding.
Address: Rua Dr. Theophilo Ribeiro de Andrade,
223, Alto de Pinheiros / São Paulo (SP)
Phone numbers: (11) 2101-4300 / 3021-6220
Website: www.seraginidesign.com.br
5.2.45 Seta Brasil

Comunicação e Design
Address: Rua Funchal. 538 cj. 142/144 – Vila
Olímpia / São Paulo (SP)
Phone number: (11) 3849-9535
Website: www.setabrasil.com.br

5.2.46 Speranzini Design
Packaging design, product design, graphic design,
environmental design, branding, visual identity of
brands and corporations, design of PV material.
Address: Rua São Benedito, 1867 – Alto da Boa Vista
mailto: speranzini@speranzini.com.br
5.2 47 Spice Design

packaging design, design editorial.
Address: Rua Doutor Cesar. 1102 A
Santana / São Paulo (SP)
Phone number: (11) 6977-2203
Website: www.spice.com.br
5.2 48 Studio Ino

Address: Rua Apinajés, 1718
São Paulo (SP)
Phone number: (11) 3868-4664
Fax number: 3868-4664
Website: www.studioino.com.br
5.2.49 Vinil Design

Digital Design, graphic design, product design.
Address: Rua Cristiano Viana, 517, 1767, CJ. 172,
Phone number: (11) 3834-3191
Website: www.vinil.com.br
5.2 50 Wollner Designo

Digital Design, graphic design, product design.
Phone number: (11) 3815-2020
Website: www.wollnerdesign.com

CHAPTER 6
Organizing holidays, events,
exhibits, and contests dedicated
to design
S
ão Paulo is responsible for 140 out of 160 fairs in
Brazil. There are 90 thousand events per year, at-
tracting over 15 million participants. From business
events to music festivals, a new event is held every six mi-
nutes.
6.1 Design contests and awards

6.1.1 Prêmio ABIPLAST – ABIPLAST award
Website: www.abiplast.org.br
Organized by the CSDP – Centro São Paulo Design

– associated with ABIPLAST – Brazilian association for
the plastic industry and the Plastic Resin Industry Union
(Siresp) this award is open to all industries working
at the transformed into plastic segment, designers,
architects, students, and professionals working in the
product development sector and the objective is to
incentive creativity, and the technological innovation
concerning plastic products through design.
6.1.2 Prêmio Artefacto de Design

Website: www.portalartefacto.com.br
This award aims to foment the national design. There

are four categories: furniture, décor objects, lighting,
coating and finishing (glasses and mirrors.) Anyone
can participate provided the work has never been
exhibited. 25 projects are selected and executed by
this furniture factory and partner companies.

6.1.3 Prêmio de Design Mueller
Website: www.mueller.com.br
The partnership involving Muller, a company specia-

lized in the development and production of plastic
pieces and the electronic sector and FIAT automo-
biles aspire to attract more and more professionals
and offices in the automotive sector in order to con-
tribute to the development of design professionals
and their due recognition as a fundamental part in
the productive chain of the automobile industry.
Design does play a fundamental role on the mo-
ment a customer is making a choice. That’s why
FIAT stimulates designers to contribute with the auto
parts sector by creating differentiated pieces made
of plastic.
6.1.4 Prêmio Max Feffer de Artes Gráficas

Website: www.suzano.com.br
The Max Feffer graphic design award is an icon in

the context of the Brazilian design as a means to
contemplate the professionals such as art directors,
creative directors, designers, producers who work for
advertising agencies and the graphic industry and
develop their graphic works through Supremo Duo
Design®, Supremo Alta Alvura ® and/or Recicla-
to® to give shape, color and life to Suzano’s papers.
Suzano offers some of the most innovative products
as raw material for those who transform paper into
art.
The Max Feffer Award abides by the rules stipulated
by the International Council Of Graphic Designers
Association – Icograda) and has a jury composed by
renowned professionals.
6.1.5 Prêmio Museu da casa Brasileira - Museu

da casa Brasileira Award
Website: www.mcb.sp.gov.br
This is the oldest award still on up to date and is

focused on the residential segment. It comprehends
works of furniture; appliances; lighting; electronic
gadgets; textiles and upholstery; monographs, new
ideas and concepts.

An exhibit is inaugurated as soon as the works are
selected for each edition, bringing a large audience
for visitation.
Among the recipients are Paulo Mendes da Rocha,
brothers Campana; Michel Arnoult, Guto Índio da
Costa, Anísio Campos, José Carlos Bornancini e Nel-
son Petzold, Alfredo Farné, Pedro Useche, Maurício
Azeredo, Daniel Lafer. As for companies, Multibras/
Brastemp, Gradiente, Tok & Stok, Electrolux, Deca,
Coza were also awarded.
6.1.6 Prêmio Objeto Brasileiro (Brazilian Object

Award)
Website: www.acasa.org.br
A CASA museum of the Brazilian object created the

contest “Prêmio Objeto Brasileiro” to contemplate the
best products that wisely mix artisanship with contem-
porary design.
This award in intended to foment the sustainability of
the Brazilian contemporary artisanship based on the
economic, environmental and social tripod. This will
be achieved by stimulating research and innovation
combined with authenticity and responsibility.
6.1.7 Prêmio TokStok de design para estudantes

– Tok Stok Design Award for students
Website: www.tokstok.com.br
This award is open to college students and aspires to

facilitate the development of the way students see the
cultural, social, and technological reality. The Tok Stok
award intends to have universities simulate the creation
of a piece of furniture addressed to a real client.
6.1.8 Prêmio Top XXI – Top XXI Award

Website: www.arcdesign.com.br/top21
The TOP XXI is focused on the directions design may

take and how comprehensive its role and ubiquity are
in Brazil. By valuing our professionals and companies
we are able to strengthen the national design and wi-
den its visibility.

6.2 Fairs and events regarding
design
6.2.1 São Paulo Design Week

This is a week when São Paulo gathers a number of
events regarding design and décor together. Concei-
ved by ARC DESIGN editorial the event has repeatedly
achieved its goal which is to have amazing designers
from Brazil and abroad debate current issues concer-
ning design, décor, and architecture.
6.2.2 Bienal Brasileira de Design – Brazilian

Biennial of Design
Organized by the Ministry of Development, Indus-
try, and International Trade (MDIC) together with the
MBC – Brazilian Competitive Movement – the BBD
assembles a series of events. Among these there is
the Mostra de Design (Design Festival), a number of
exhibits tallying over 1.7 thousand works of product
and communication design.
6.2.3 Casa Cor

One of the most renowned décor events in Brazil it
displays over 60 different rooms designed by circa 70
professionals. Each year a different place hosts such
event responsible for launching tendencies.
6.2.4 Bienal Brasileira de Design Gráfico - Bra-

zilian Biennial of Graphic Design
This is a festival to introduce works conceived in Bra-
zil. It is divided in nine categories plus a special one
dedicated to works that reflect on the subject. Orga-
nized by ADG – Brazilian Graphic Designers’ Guild,
this biennial is the most important event respecting
graphic design.
6.2.5 Congresso Internacional do Design da Infor-

mação – Information Design International Congress
This is a scientific event which addresses the debate
and reflection on information design both in Brazil and
abroad. Information design or infodesign is the area
of the design which contemplates in detail projects of
visual information. The event attempts to improve the
way customers acquire information on both analog
and digital communication systems.

6.2.6 Congresso Nacional de Ambientes Hiper-
mídia de Aprendizagem – National Congress on
Learning Hypermedia Rooms
This event endeavors to gather researchers from diffe-
rent areas of knowledge in order to debate and come
up with conjoint initiatives on the conception and de-
velopment of hypermedia rooms destined for learning
purposes by integrating academicism with praxis.
6.2.7 Craft+Design
This is a business event created for shopkeepers, ar-
chitects, decorators, and other professional who work
with décor where they have the opportunity to see new
collections designed by selected professionals.
CRAFT DESIGN’s differential is the fine selection of

innovative products, functional aspects, environment
responsibility, and social contribution demanded by
the market. This way of thinking made CRAFT DE-
SIGN a reliable congregator of shops, designers, and
manufacturers.
6.2.8 Gift Fair

Abup Show Paralela Gift
These are fairs addressed to shopkeepers, architects,
and decorators. They are held almost simultaneously
making available to the market the new tendencies of
the sector.
6.2.9 P&D Design

The Brazilian Congress of Research, and Develop-
ment of Design is the largest design congress in Latin
America. It has been held biennially since 1994 at-
tempting to discuss and divulge aspects with regard
to the advancement of knowledge thanks to basic and
applied researches.
6.2.10 Seminar on design methodology

The event was conceived to discuss the way the metho-
dology addressed to design should be treated – rese-
arches and strategies for its development

6.2.11 Bienal de Arte de São Paulo
The Bienal de Arte de São Paulo - São Paulo’s Art
Biennial is a cultural event which attracted over one
million people to its 26th edition. The concept “free
territory” made possible for the artists to embrace a
variety of dimensions such as geographical; sociopo-
litical; and of course the aesthetic dimension, taken as
the most important in the context.
In order to emphasize the theme unity proposed by

the curators the guest artists as well as the ones repre-
senting their country of origin were assembled in the
25 thousand square meters of the pavilion designed
by Oscar Niemeyer.
In addition to intensifying the dialogue between north

and south of Brazil it also fomented the exchange be-
tween non-European cultures. The next Biennial will
be held in 2010.
6.2.12 São Paulo Fashion Week

Twice a year the São Paulo Fashion Week enlightens the
entire productive chain of the Brazilian fashion – from thre-
ad production to retail – while it displays new tendencies
through just conceived collections on the runway; adds
value to brands and couturiers; boils up the press; ignites
the fashionists; it moves the audience; and, above all, it
upgrades the capacity for generating business in the se-
cond most profitable segment of the world economy – the
clothing industry is only beaten by the food industry. The
SPFW – currently considered one of the five most impor-
tant weeks of the planet – is the result of hard work done
by a company whose main product is SPFW, but it also
has a number of other initiatives and products. They are
FW House business salon; it provides content to SPFW
website, they publish mag! – a fashion magazine and the
SPFW journal it hosts the In-Mod – the National Institute
for Fashion and Design, one of the institutional branches
of the SPFW.
In 1996 Paulo Borges organizes the SPFW’s first edition
believing that Brazil had the potential to be one of the
most important berths in the world for fashion and all that
it brings with it.
In order to widen up the boundaries of the national fashion
and guarantee a spot in the international agenda of the
most important fashion events held around the world and
be an agent of the global socioeconomic development

the SPFW created what they call a The Official Calendar
of the Brazilian Fashion.
The SPFW has been so successful that it has managed to
help national fashion industry to obtain fair recognition
and visibility. SPFW is, above all, a place for interaction, a
convergence point for uncountable creative nets.
6.2.13 Mostra Internacional de Cinema de São Paulo

– São Paulo International Film Festival
Website: http://www2.uol.com.br/mostra/31
In 1977 in order to celebrate the thirtieth anniversary of

MASP (Art Museum of São Paulo) the cinema critic Leon
Cakoff organized the festival’s first edition.
The first edition counted on 16 length features and seven

shorts produced in 17 countries. They had 40 sessions at
the MASP’s Great Auditorium and it inaugurated a new
modality that had the audience vote for best film. The win-
ner, according to the audience’s vote, was Lúcio Flávio, o
Passageiro da Agonia, directed by Hector Babenco.
6.2.14 Salão do Automóvel – International Auto-

mobile Trade Show
The International Automobile Trade Show is an event
held biennially (always pairs, never odds) with the intent
to show the news coming from the automotive world –
automobiles, accessories and equipment are displayed at
the Parque do Anhembi. In 2006 the IATS had it 24th edi-
tion. This is unquestionably the largest and most important
automotive event in Latin America. It wecomes circa 600
thousand people each edition.
The history of the IATS practically blends with the begin-

ning of the Brazilian automotive industry. Caio de Alcân-
tara Machado, a bright entrepreneur realized very soon
– actually only four years after the automotive industry had
been implemented in this country – that the automobile
had become an irreversible reality to the Brazilian people.
Conceived in 1959, the IATS had its first edition in 1960

which lasted for 16 days. By organizing such event Brazil
gave her first step toward the expansion of a still embryo-
nic sector, initiating a process gaining credibility.

The first edition, held in 1960, was a large success then.
Over 400 thousand people made endless lines at the
Pavilhão da Indústria e do Comércio do Parque do Ibi-
rapuera (Parque do Ibirabuera Industry and Commerce
pavilion) dying to see the current stars: Fusca (Beetle);
Dauphine; Simca Chambord, Aero Wyllis, FNM 2000
JK, and the as minuscule as weird Romi-Isetta designed
by Ermenegildo Preti and Pierluigi Raggi. As extravagant
as it may sound the Romi-Isetta had only one door in the
car front. Twelve manufacturers plus some scared Brazi-
lians risking to reveal their experiments were the joy of
those days. Such euphoria persists until our days except
that it has achieved global proportions.
Most Important Event

6.2.15 DESIGN MADE IN SÃO PAULO
One of the main initiatives taken by the City Hall
through their Secretary for International Relations was
to organize the “Semana do Design - Made in São
Paulo” – Design Week – Made in São Paulo, which
had its first edition in 2007. It aims to exchange the
best international practices and find out the motives
why a certain region has a natural talent for design.
The event was so successful the Secretary decided to
analyze promotional patterns for the creative industry.
After the seminar the City has been organizing mee-

tings among representatives from the productive chain
for each sector in order to identify which actions should
be adopted by the government so as to solidify the role
São Paulo plays as an International center for design.
The meetings have been periodically held since 2008
and it’s become part of the deliberative space for the
GT-Design – Design work group – that has the sup-
port of various important names belonging to diffe-
rent subdivisions of design. Their main task is to spot
and analyze each character in the plot in that they will
help develop an accurate understanding of Design.
Assuming that every cog in the creative gear has spe-

cific demands the City Secretary for International Re-
lations aspires to observe all levels of the productive
sector – class associations, educational institutions,
micro, small, and mid-sized companies, journalists –
and to cover all aspects of design: product, fashion,
packaging, brand, décor, jewelry, graphic, etc.

The “Semana de Design Made in São Paulo” aims
to be regarded as a means of convergence, for the
number of initiatives concerning design, which were
born in São Paulo.
The City Hall regards as fundamental that students,

designers and companies Interact, producing and
conveying different perspectives on the role design
plays in uncountable ways.
Calendar for specialized fairs where you’ll

find an expressive use of design.
(Source: Convention Bureau)
São Paulo hosts over 90 thousand events per year, and

also a business fair each three days, which represents
75 per cent of the fairs, held in Brazil. This means cir-
ca 500 thousand indirect and direct jobs are created
together with revenue of over a billion dollars a year.
There are approximately 600 thousand square meters
available for events. Anhembi Pavilion alone offers 360
thousand square meters. The sectors that most organi-
ze events are, in order: medical, scientific, technologi-
cal, industrial and educational.
The percentage of events held each month are: 3,5%

in January; 3,7% in February; 9,2% in March; 10,2%
in April; 11,3% in May; 14,3% in June; 6,7% in July;
13,4% in August; 11,7% in September; 8% in October;
6,6% in November; 1,4% in December.
Calendar for the main business fairs some-

how related with design
January
Couromoda
Held at: Pavilhão de Exposições do Anhembi –
Anhembi Expo Pavilion
February
FENATEC - Feira Internacional de Tecelagem – Inter-
national Weaving Fair

FORMOBILE - Feira Internacional de Móveis – Inter-
national Furniture Fair
March
Craft Design
Held at: Centro Fecomercio de Eventos – Fecomer-
cio Events Center
Nossas Mãos (Our Hands) – Brazilian Artisanship
Held at: Pavilhão da Bienal do Ibirapuera – Ibirapue-
ra Biennial Pavilion
Brasil Pack - Packaging

Held at: Pavilhão do Anhembi - Anhembi Pavilion
KITCHEN & BATH EXPO - Kitchen and Bathroom

Products and Accessories
REVESTIR - Coating
Held at: Transamérica Expo Center
SALÃO DO MÓVEL BRASIL - Fine Furniture and Décor

Held at: ITM EXPO
Abril
Paralela Gift – Contemporary Design and Artisanship
Held at: Pavilhão da Bienal Ibirapuera - Ibirapuera
Biennial Pavilion
Craft Latin America – Latin American Artisanship and
immigrant expos.
Held at: Centro de Exposições Imigrantes – Immigrant
Expos Center
Feira Nacional de Brinquedos – Toys

Held at: Pavilhão da Bienal do Ibirapuera – Ibirapuera
Biennial Pavilion
FEICON BATIMAT – Construction Industry

TECNOGOLD – Technology and Design for Jewelers

Held at:Centro de Eventos São Luis - São Luis Events
Center

May
MECÂNICA - Mechanics
Glass South America – Technology and Design for

the Glass Industry
Held at: Transamérica Expo Center
SOUVENIR – Gifts
Held at: Expo Center Norte
Junho
FISPAL - Packaging and Processes for the F&B
Industry
FENASOFT - Softwares and Hardwares
FENIT - Textile Industry

Julho
FRANCAL – Shoes and Accessories
ELETROLAR SHOW – Home Appliances
Held at: Transamerica Expo Center
Agosto
Brasil Patchwork Show
Held at: Centro de Eventos São Luis - São Luis Events
Center
COMDEX - Informatics
INOVATEC – Net Technology among Companies,

Research Centers, and Universities
Held at: Centro de Eventos São Luis - São Luis Events
Center

FENAVEM - Furniture
ELETROLAR SHOW – Home Appliances (Member

of UBRAFE)
September
October
November
December
SP Arte - Arts
Held at: Pavilhão da Bienal Ibirapuera - Ibirapuera

Biennial Pavilion
Design Pixel Show

Held at: Memorial da América Latina – Latin Ame-
rica Memorial

CHAPTER 7
Opportunities for designers and
urban planners to utilize mate-
rials or natural ordinary urban
scenario
S
ão Paulo is the richest city in Brazil; the 19th ri-
chest city in the world, and, according to some
projections, it will be the 13th richest city in the
world by 2020.
São Paulo’s Gross Domestic Product (GDP) equals

12,26% of the national GDP and 36% of the entire
production of goods and services in the state of São
Paulo. Her metropolitan area has a GDP which nears
R$ 416,5 billion.
One of the largest financial centers of world, São Paulo

is currently going through changes regarding her eco-
nomy. For a long time the industry played a crucial role
on São Paulo’s economy. Today, however, the city hosts
more and more the third sector and it is increasingly be-
coming an exclusive place for services and business.
When it comes to hotel industry, São Paulo is best-kno-

wn for her business guests rather than for tourists. Large
hotel chains whose target are corporations have their
housing in the city and they also have housings spread
in a number of regional commercial centers.
410 hotel buildings equaling 42 thousand apartments

are available in São Paulo, not to mention her 350 mo-
tels. That’s why São Paulo offers more accommodations
than New York City.
Among the hotels the options vary from the most tra-
ditional styles to the most exclusive and peculiar. Con-
ceptual hotels, under the trace of a unique design, are
easily found in the so-called touristic São Paulo.

The Hotel Unique has one of the most peculiar archi-
tectonic shapes recently built. Designed by Ruy Otake,
its façade as well as restaurants and suites resemble a
watercraft.
The Hotel Emiliano, one of the most luxurious in the

city, has a contemporary architecture and the décor has
plenty of avant-guarde design objects.
Presently, however, the most successful company in the

hotel industry is the WTC HOTEL. It has been assigned
with several awards as the best hotel for business tou-
rism.
Following the world trends, the WTC HOTEL innova-

ted when the CasaCor Hotel was conceived. This is an
event which gathers a number of famous professionals
to decorate the suites with cutting edge products.
In addition to the architectural innovation in the suites,

the WTC HOTEL has easy access to the D&D Shopping
– Decoração e Design. D&D is a shopping mall exclusi-
ve to décor and design articles.
D&D is a referential for those who are looking for the

most updated trends and novelties regarding décor and
design; and it is the biggest in its sector in the entire
Latin America.
It is present in the International Furniture Fair in Milan,

from where the ultimate word in design is brought. Also,
D&D publishes a newsletter aspiring to inform the popu-
lation about all the events related with design.
D&D has an infrastructure of 24 thousand square me-

ters which host over a 100 famous stores whose phi-
losophy is inspired by the specialized malls existent in
Europe and in the U.S, where a variety of objects from
exclusive artistic ones to simple ordinary ones can be
found in one place.

CHAPTER 8
Design-driven creative indus-
tries, e.g. architecture and
interiors, fashion and textiles,
jewelry and accessories, inter-
action design, urban design,
sustainable design, etc.
T
he cultural sector is characterized by its geographi-
cal distribution which respects the concentration of
jobs. São Paulo has 26,7% of the national working
force who are employed in cultural companies.
The City Hall has been supporting two main fronts

responsible for fomenting the economic development
which are: Design and Innovation – such interrelated
subjects do catalyze the regional economic growth. This
initiative aims to evince São Paulo as a great supplier of
state-of-the-art services and products.
By supporting the creative industries São Paulo is not

only guaranteeing a place in the international market
but she is also consolidating a population conscious of
the important role design plays in today’s world by in-
crementing the competitiveness among companies.
The creative industries comprehend the following areas

and segments: Advertising, Architecture, Arts and Anti-
ques, Artisanship, Design, Fashion Design, Film, Video,
Entertainment Interactive Software, Television, and Ra-
dio. It also refers to economic relationships with other
domains, such as: Tourism, Museums and Art Galleries,
Heritage, and Sports

FISCAL INCENTIVE LAW
In December 1990 the City Hall had a law which in-

centivizes culture approved. The Law 10.923 dated
12/30/1990 named “Lei Mendonça” (Mendonça Law)
says that anybody residing in São Paulo or any com-
pany run in São Paulo may utilize 20% of the taxes in
approved projects. This law intends to support projects
in areas such as: Music and Dance; Theater and Circus;
Film, Photography, and Video; Literature; Plastic Arts;
Graphic Arts and Philately; Folklore and Artisanship;
Cultural Heritage, Museums, and Cultural Centers.
At the same time the Secretary of Culture created the

FEPAC – Special Fund for Promoting Cultural Activities.
Nevertheless, apart from this incentive, due to a new

mentality, big companies do have marketing budgets
for promoting cultural activities.
Although culture is considered an intangible good, whi-

ch makes it difficult to come up with accurate numbers,
it is estimated that the government invests circa R$ 150
million each year.
Lead by Apex (www.apex.com.br) these projects aspire

to foment the creation, mass production and qualifica-
tion of the products according to the rigid international
rules so that the Brazilian design may be exported and
more and more visible abroad.
From the invested amount of Money, some 70% are

destined to São Paulo, the most expressive market in
the sector.
Regardless all government investments it is estimated

that over R$ 2 billion are involved between production,
private investments, commerce, events, added value,
and generated media.

CHAPTER 9
Management Team
9.1 Management Team

• Eduardo Barroso – ICSID Regional Advisor
• Lilian Mello Bomeny – Instituto D`Amanhã
• Teresa Younes – Instituto D`Amanhã
• Bruno Bomeny – WTC Club
• Américo Fieldini – Fundação Armando Álva-
res Penteado (Treasurer)
• Caio Carvalho – SPTuris da Prefeirura Munici-
pal de São Paulo (Director)
9.2 Board of Directors

This board will consist of the members of the World
Trade Center Business Club’s Comitê de Inovação
e Design (Innovation and Design Committee). They
are:
• Bruno Bomeny (Entrepreneur – WTC Club’s

chairman);
• Adriana Ometto (Post-graduation director of
studies - Universidade Anhembi Murumbi)
• Adriano Dória (Trinca de Três Produções);
• Alvaro Guillermo (Design Entrepreneur);
• Adélia Borges (Jornalist expert in design);
• Aurenede Eddy Pires (College professor);
• Ademir Bueno (Tok-Stok’s design manager);
• Bianka Mugnatto (interior designer);
• Cláudio Ferlauto (designer);
• Cristiano Barata (ArcDesign magazine - editor) ;
• Edson Fermann (consultant from SEBRAE);
• Fábio Mestriner (Entrepreneur and packaging
designer);
• Rachel Zuanon;
• Maria Helena Estrada (Expert Critic);
• Olívio Guedes de Almeida Filho ( MuBe (direc-
tor) and Art Critic);
• Walter Feldman (Sports Secretary for the City)
procurator for public organs affairs.

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SUMMARY

Chapter 1. Establishment of the Design Industry ...................3

Chapter 2. Cultural landscape driven by modern design

Chapter 3. Architecture, Urban Planning, Public Spaces,

Chapter 4. Design schools, design centers and institutions for

Chapter 5. Design guilds, design groups and companies...33

Chapter 6. Organizing holidays, events, exhibits, and con-

Chapter 7. Opportunities for designers and urban planners

Chapter 8. Design-driven creative industries, e.g. archi-

Chapter 9. Management Team.............................................60

One may note such commitment toward design by simply

São Paulo is as of today the first cit to have implemented

The very same concern came to light toward urban signali-

This search for the innovation on urban signalization started

SÃO PAULO CITY OF DESIGN 3

Both economic and cultural dynamics ignited by design can

Such cultural effervescence results from a wide range of

When notorious architects came from Europe in the fifties to

Hundreds of design studios create everyday brand new

Design centers, design research laboratories at the univer-

SÃO PAULO CITY OF DESIGN 4

Cara Brasileira – which can be freely translated as Bra-

1) racial and cultural pluralism;

SÃO PAULO CITY OF DESIGN 5

For the sake of consolidating and widening the accep-

In order to collaborate with the Federal Government’s

SÃO PAULO CITY OF DESIGN 6

Theme rooms like Sala São Paulo welcome cultural icons

In order to contextualize the importance of the current

The massive migratory contingent contributed to acce-

SÃO PAULO CITY OF DESIGN 7

3.1.1 Museu de Arte de São Paulo Assis

Av. Paulista, 1578 / São Paulo (SP)

The Museu de Arte de São Paulo Assis Chate-

Projected by architect Lina Bo Bardi MASP is

SÃO PAULO CITY OF DESIGN 8

3.1.3 Memorial da América Latina – Latin

3.1.4 Museu da Casa Brasileira

SÃO PAULO CITY OF DESIGN 9

3.1.6 Centro Cultural São Paulo – São Paulo

3.1.7 Instituto Cultural Itaú – Itaú Cultural

SÃO PAULO CITY OF DESIGN 10

3.2 Urban Planning and Public

Currently the City Hall recognizes tem geographic

The main populational aggregations that compose

SÃO PAULO CITY OF DESIGN 11

3.2.3 Pacaembu, Perdizes, Higienópolis and Lapa

3.2.4 Butantã and Morumbi

3.2.5 Vila Madalena and Pinheiros

3.2.6 Itaim Bibi, Vila Olímpia, Moema and Vila

SÃO PAULO CITY OF DESIGN 12

3.2.8 Santo Amaro, Brooklin and Campo Belo

3.2.9 Liberdade and Aclimação

3.2.10 Vila Mariana and Ipiranga

3.2.11 Saúde and Jabaquara

3.2.12 Mooca, Tatuapé and Anália Franco

3.2.13 Santana, Vila Guilherme and Cantareira

SÃO PAULO CITY OF DESIGN 13

3.3.1 Rua Oscar Freire

3.3.2 Alameda Gabriel Monteiro da Silva –

1. Altero, 1061, phone number: 11/ 3085-0096;

SÃO PAULO CITY OF DESIGN 14