01 The spine of the city, and its best museum
Avenida Paulista & MASP
- Opened
- 1891, on a ridge above the center
- MASP built
- 1968, by Lina Bo Bardi
- Best on
- Sunday, when it closes to cars
Paulista runs 2.8 km along the top of a ridge, and it is the closest thing São Paulo has to a main street. Coffee barons built their mansions here in the 1890s; the banks knocked them down in the 1960s and 70s and put up the towers that give the avenue its wall-of-glass profile today. What survived the demolition is a strip of cultural institutions denser than anywhere else in Brazil — MASP, Itaú Cultural, Japan House, the Casa das Rosas, the Instituto Moreira Salles and a Sesc — most of them free or nearly so, all within a twenty-minute walk of each other and each one on top of a metro station.
MASP is the reason to come. Lina Bo Bardi suspended the whole building on four red concrete columns so the plaza underneath would stay open to the street, and inside she hung the collection on freestanding glass easels — no walls, no fixed route, the labels on the back, every painting floating in a room you walk through in any direction you like. It was dismantled in 1996 and restored in 2015, and it remains the single most radical way anyone has found to display old-master paintings. Entry is R$85, free all day Tuesday and free after 6:00pm on Friday, both with a reservation.