Paulista Avenue: Art and Culture

The Paulista Avenue, called São Paulo’s financial center, but it also can be called a new cultural point of the city, because in its extension there are many Cultural Centers.

The newly opened Japan House and Instituto Moreira Sales, located at both opposite sides of the avenue, start and finish this new pole of Paulista, delimiting in a very efficient way the most charming avenue in São Paulo city.

Walking through the Avenue, from beginning to the end, our tour begins at Japan House, inaugurated last May, which has been performing very important exhibitions, as well as fulfilling the role of spreading an interchange between Brazil and Japan. The carefully prepared environment, in addition to having a shop with Japanese products, coffee shop, restaurant with Japanese gastronomy, auditorium and library is a differentiated and modern place witch on its two floors can transmit peace and calm to the regulars, through modern equipment of sound, lighting and images and self architecture.

It is impossible not to get involved with the vibe present in the place! The exhibitions cause reflections and provide a perfect integration between the inside and the sensitivity of the regular!

Japan House is located at 52, Paulista Avenue, operates from Tuesday to Saturday from 10 am to 10 pm and on Sundays and holidays from 10 am to 6 pm, the admission is free. See the schedule of lectures and exhibitions.

In front of Japan House there is another cultural center, Casa das Rosas, a place that has a proposal linked to literature and poetry. Check out our post about Casa das Rosas


Itaú Cultural

Further on, at number 149, Itaú Cultural is located, which operates from Tuesday to Friday from 9am to 9pm and Sundays from 11am to 8pm.

Itaú Cultural has a varied program with exhibition, workshops, cinema, music, plays, and a library available to visitors.

To watch the plays it is enough to arrive one or two hours in advance and withdraw the ticket at the ticket office; check the policy of ticket distribution.

The place has a restaurant, coffee shop and video guides in Portuguese, English, Spanish and Libras with audiovisual equipment; this material is available for loan. Admission is free!

Check the schedule on the website.

Next door, at number 119, will happen the re-inauguration of SESC Paulista that will add another cultural option to Paulista Ave.

Centro Cultural FIESP

From Wednesday to Saturday from 1pm to 9pm and Sundays from 11am to 7pm, free admission.

The program is also completely free, with music, scenic and audiovisuals arts, in addition to the Sunday programming!

As in the other Cultural Centers, the FIESP Cultural Center has a structure with cafeteria, lounge, exhibition hall, theater, Photo Gallery, Art Gallery and bookstore.

Theatrical and musical shows can be scheduled in advance.

See the schedule on the website.

Following the Avenue, towards Consolação Street, we find the MASP, postcard of the city, which does not require presentations. Check out our post about MASP.

Instituto Moreira Salles

At the end of the tour, at number 2424, the newly opened IMS (Moreira Salles Institute) faithfully fulfills its role of spreading the culture in São Paulo, through photography, iconography, shows, films, events, courses and exhibitions.

The Moreira Salles Institute also has free admission, and works from Tuesday to Sunday from 10am to 8pm and Thursdays until 10pm with parking only for people with disabilities.

The place has a library of photography, cineteatro, classrooms, exhibition halls and café-restaurant.

The main access is on the fourth floor, on the IMS Square, where the bookstore and luggage storage are located where you can admire the Paulista Avenue through the well-designed vain, from where it is impossible for the visitor not to take a picture of the Avenue!

There is also free Wi-Fi and the mediated visits are on Thursdays from 12:30 pm. to 1:30 pm.

Tickets for the cinema can be purchased at the IMS Square with prices ranging from BRL 8.00 to BRL26.00, or by the website

Shows, courses and some events with tickets on the website, or with free passwords with 30 minutes in advance.

Check the programming.

In São Paulo culture and art are democratic and accessible to all, take the opportunity to visit the options offered and know the most charming avenue of the city!

See you!