Key Takeaways
- The Project: A new “LED corner” inspired by New York’s Times Square is coming to the intersection of São João and Ipiranga avenues in 2026.
- The Scale: Over 2,000 square meters of LED screens will be installed by the private group Fábrica de Bares.
- Traffic & Hours: Screens will run daily from 5:00 AM to 11:00 PM. The streets will close to vehicle traffic on weekends for pedestrian use.
- The Goal: To boost local and international tourism, complementing the ongoing revitalization of downtown São Paulo.
In 2026, São Paulo will gain its own “LED corner,” heavily inspired by Times Square in New York and Tokyo’s Shibuya district. The idea comes amid a wave of private and public investments in São Paulo’s historic downtown, aiming to revitalize the area and promote both local and international tourism.
The attraction will be located at the iconic intersection of São João and Ipiranga avenues, an area that previously served as the city’s bustling business and banking hub during the 1950s trwo the 70s.
What is the São João Boulevard Project?
Approved in March 2026 and officially announced on April 23 by São Paulo Mayor Ricardo Nunes, State Governor Tarcísio de Freitas, and the private group Fábrica de Bares, the project is a massive undertaking. It consists of installing over 2,000 square meters of LED screens in one of the most traditional areas of the city.
The screens will operate daily from 5:00 AM to 11:00 PM. To create a more pedestrian-friendly environment, the proposal includes closing the area to vehicle traffic between 6:00 PM on Saturdays and 11:00 PM on Sundays.
Additionally, the city plans to use the space at least once a month for major cultural events, such as Carnival and Christmas celebrations. This new attraction naturally complements the existing tourist route in São Paulo’s center. It sits less than 800 meters from other famous historic landmarks, including The Copan Building, The Municipal Theater, Viaduto do Chá, The Rock Gallery (Galeria do Rock) and The Martinelli Building
The Push for Downtown Revitalization
Downtown São Paulo has experienced a steady decline since the 1990s. As large companies, banks, and public institutions migrated to newer financial districts like Faria Lima and Berrini, the historic center suffered from depopulation and abandonment, despite boasting some of the city’s best infrastructure.
In recent years, however, a coalition of the public and private sectors has sparked a movement to rebuild the center. This initiative has gained major traction through heavy investments in affordable housing, enhanced security, and new public transportation (including the VLT and trackless trams). The most significant recent milestone is the relocation of the São Paulo State Government headquarters back to the city center. Backed by a $1.2 billion USD public investment, this move will create a new administrative neighborhood, with completion planned for 2031.
The São João Boulevard is a cornerstone of this broader project to bring foot traffic and commercial activity back to the area, while also improving local and international tourism in Brazil’s second most-visited city. It builds upon a neighborhood that is already a hub for trendy and historic nightlife, home to renowned venues like Bar dos Arcos and Bar Brahma (which recently celebrated 77 years in business). The area also features various other popular nightclubs and restaurants, including the Tokyo Club, Ephigenia, and the Michelin-starred A Casa do Porco—all situated less than 800 meters from the new attraction.
Billboards are actully illigal in São Paulo. How Will This Work with the “Clean City Law”?
Since 2007, public advertising in São Paulo has been strictly regulated by the Clean City Law (Lei Cidade Limpa - Lei nº 14.223/06). This landmark legislation prohibited billboards, sound advertising, and LED screens to combat visual pollution.
The São João Boulevard will be a rare exception, allowing this kind of highly visible advertisement after almost 20 years of strict prohibition. However, to maintain a balance with the city’s visual standards, the displays will face tight restrictions on their operating hours and will be paired with the weekend pedestrian transit closures.
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