The Urban Landscape Protection Commission (CPPU) of São Paulo City Hall called a meeting for next Wednesday, the 11th, with the aim of discussing the installation of electronic panels on the corner of Ipiranga and São João avenues, in the central region.
The body is responsible for enforcing the Clean City Law, which since 2007 prohibits billboards and restricts other types of advertising and visual pollution in the capital of São Paulo.
Officially called “Boulevard São Paulo” and nicknamed “São Paulo’s Times Square”, in reference to the tourist attraction in New York (USA), the project was proposed by the company A Fábrica de Bares, owner of Bar Brahma, which occupies the famous corner of São Paulo.
Already approved by Conpresp, the municipal heritage preservation council, the project moves to the last stage, evaluation by CPPU.
According to planning by municipal management, the installation would begin in March, with completion in three to four months, occupying the gable of buildings.
The partnership with the City Hall will last three years, with an investment of R$2 million per year in improvements, such as the requalification of the Júlio de Mesquita and Largo do Paissandu squares, in addition to the restoration of the Nossa Senhora do Rosário dos Homens Pretos Church. The company will be responsible for fully covering the costs.
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Recent bills have attempted to make legislation more flexible. Last year, a project by councilor Rubinho Nunes (União Brasil) was approved in the first round by the City Council, which included the installation of LED panels to create “Times Squares” in different parts of the capital. The text would still need to be approved in a second vote in the Chamber and be sanctioned by the mayor to be valid.
