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
