Avenida Paulista, one of São Paulo’s main postcards, will receive a new vertical cultural center. Fundação Itaú announced the construction of the new headquarters of Itaú Cultural on one of the last available plots of land on the road, next to the Fiesp building and close to the Trianon-Masp metro station. Delivery is scheduled for 2031.
The project envisages a 19-story building, 11 above ground and eight underground, with more than 12 thousand square meters of built area. Of these, 14 floors will be open to the public, creating a complex with simultaneous programming in different spaces.
Among the highlights is a theater with capacity for more than 400 people, designed with a stage adaptable to formats such as arena and black box, as well as technical infrastructure for international productions. There will also be an amphitheater with around 100 seats for presentations, courses and debates.
The exhibition areas total more than 2,600 square meters, prepared to museum standards of conservation, security and accessibility. Part of the space will be dedicated to the Ocupação series, temporary exhibitions and permanent displays from the Brasiliana Itaú collection. The building will also include multimedia studios, educational spaces, a store and a restaurant-café.
Project prioritizes integration with the street and urban life
Estúdio Módulo, chosen from six Brazilian offices, signed the architectural project. The proposal stands out for its recessed entrance that widens the sidewalk and acts as a “portal” between the public space and the interior of the building. Images show the first floor with a balcony opening onto the street and flexible multi-use areas.
The office has already signed the Rio-África Cultural Center, under construction in the port area of Rio de Janeiro. The design for Paulista seeks energy efficiency and environmental comfort, adapting to the dense context of the avenue.
Own investment reinforces financial sustainability model
The work will be paid entirely with resources from Fundação Itaú, without the use of cultural incentive laws. The purchase of the land alone, carried out in 2025, cost around R$49 million. The total construction budget has not yet been released.
Itaú Cultural was created in 1987 and has occupied its current headquarters on Avenida Paulista for around 30 years. During this period, it promoted thousands of activities and received more than 11 million visitors. The destination of the current address (number 149) will be defined until the new building is completed.
Avenida Paulista reinforces its position as a cultural hub
With the new headquarters, Paulista further consolidates its role as a cultural hub. The route already brings together institutions such as Masp, Japan House, Centro Cultural Fiesp, Centro Cultural Coreano, Casa das Rosas, Instituto Moreira Salles and Sesc Paulista. The new equipment should expand the audience capacity and diversify the offer of activities in the region.
The initiative comes at a time when private cultural centers are looking for models of vertical expansion in consolidated areas, optimizing limited land and integrating themselves into the city’s daily urban dynamics.
