São Paulo, April 2019 – Seven major cultural institutions located on the city’s most famous avenue are uniting for the second time to offer a full Sunday of free activities on April 28: Paulista Cultural. This pioneering initiative, organized by Casa das Rosas, Centro Cultural Fiesp, IMS Paulista, Itaú Cultural, JAPAN HOUSE São Paulo, MASP, and now Sesc Avenida Paulista—which joins the team for this edition—encompasses activities focused on theater, music, visual arts, dance, literature, photography, and gastronomy, as well as cinema.
Announcing this new cultural axis of the city, the project brought together more than 40,000 people in its first edition in March 2018. According to the organizers, the goal of Paulista Cultural is to reinforce the tourist and artistic potential of this city landmark, in addition to promoting an unprecedented exchange of activities among the participating institutions.
Between 10 am and 8 pm, each of the seven institutions has prepared a special program to welcome the public, as well as hosting activities from another institution. The idea is to provide a cultural immersion along the entire avenue, which will be open to pedestrians, as is customary on Sundays. The goal is for each person to be able to create their own itinerary and have the opportunity to discover new locations, as well as be surprised by spaces they already know. Itaú, a supporter of this edition of Paulista Cultural, will make its bikes available for free on the day of the event, in partnership with Tembici.
