Page 22 - RLI June 2019

COVER STORY | CIDADE MATARAZZO
ExpERIENCE At the heart of São Paulo, the Cidade Matarazzo scheme is

planned for completion by 2020. The project aims to become
IS ThE NEw São Paulo’s new symbol and embody what its initiator calls
LUxURY Alexandre Allard, President of Groupe Allard to discuss
“a gigantic pool of Brazilianity.” Here, RLI sits down with

what lies ahead for this ambitious upcoming development.

•MATA ATLâNTICA TOwER RETAIL VILLAgE MATA ATLâNTICA TOwER
Suite Interior Design

RETAIL VILLAgE ROSEwOOD hOTEL
Rooftop pool

ocated at the most famous avenue of Latin America The Matarazzo project will take full advantage of this rare the participation of 400 urban farmers and an association that will be invited to produce their artworks in Brazil
- Paulista Avenue - in the largest private park in the and unique opportunity. It is a place with history and stories, with a social project that will integrate 4,000 homeless and transmit their knowledge to the Brazilian teams. Anish
city of São Paulo lies a metropolis that embodies offering experiences where the digital and physical worlds people into the society. The Cidade Matarazzo concept is Kapoor will be the first artist unveiled in the space with the
Lthe thriving economy and dynamism of Brazil, with form a single whole. based on the “made by Brazilians” attitude: the project will opening preview to launch at the beginning of 2021.
30,000sq m of derelict land that houses the buildings of the The numbers behind the Cidade Matarazzo project are use 100 per cent Brazilian materials, whilst 57 Brazilian artists A unique customer experience will be the highlight of
former Matarazzo Hospital, a dormant heritage building that absolutely breath-taking and put into perspective the scope are developing site installations and 69 artistry shops in the the new generation retail Cidade Matarazzo is developing.
represents the Italian immigration in the XIX century. of the scheme that Groupe Allard is bringing to the table and garden will showcase Brazilian handcrafts from indigenous Housing exceptional spaces that have been designed by
In 2008 in stepped Groupe the city of São Paulo. Upon completion, the destination will be tribes and products from young designer’s creations. high-profile figures such as Hubert de Malherbe or Chafik
“Cidade Matarazzo is a unique Allard, which bought the home to a 45,000sq m park (including the urban requalification The majestic and historic Matarazzo Maternity building Gasmi, the aim of the retail space is to free the customers’
plaCe where we will CoMbine Matarazzo land and immediately project) and a 135,000sq m building area, a 56,000sq m six- together with the Mata Atlantica Tower conceived by Jean from the usual constraints and to adapt to individual needs.
“The components are hybrid and geared towards creativity,
history, soul, exClusive produCts began planning the most star hotel complex operated by Rosewood Hotels & Resorts, Nouvel is now home to the first Rosewood Hotels & exclusivity and diversity. International fashion brands will be mixed
extensive and ambitious urban
a 10,000sq m House of Creativity, a 4,000sq m office building,
Resorts facility in South America. With interiors created by
and serviCes, art and MuCh More” recycling project in Brazil’s history. a 28,500sq m retail village, 34 restaurants that will be capable renowned designer and artistic director Philippe Starck, the with young local designers, major brands, cosmetics and products
The company has scoured the of serving up to 15,000 meals a day and 2,200 parking spaces. new hotel features two restaurants, two swimming pools developed from local resources by local producers,” says Allard.
globe for the best talent in the fields of architecture, interior “We expect some 30,000 visitors daily from 2020 and up to with one on the roof and one set amongst the landscaped Effecting the transition from transactional to experiential,
design, landscaping and art to bring back to life this green 100,000 at peak periods of activity. Guests will be able to stroll grounds, a large spa and fitness area, a cinema, a music studio Cidade Matarazzo is transforming the paradigm of retail.
oasis in the middle of the concrete jungle. about, learn, be entertained, dine in one of 34 restaurants and and the largest convention centre of the city. “Cidade Matarazzo is a unique place where we will
“Unlike over-equipped western metropolises, São Paulo do their shopping too. The aim is to reinvent the customer Hidden amongst the restored historic buildings within combine history, soul, exclusive products and services, art and
offers a blank page,” highlights the projects initiator Alexandre experience by combining all the added value of the digital the retail area is the House of Creativity, conceived by Rudy much more. We want this to be a place that confronts people
Allard, President of Groupe Allard. “Here there are no experience with the physical one,” explains Allard. Ricciotti, a cultural centre with an exhibition hall, a theatre, a with its beauty and its subtle intellectual challenge powered by
department stores, few international brands and, especially, In keeping with the times and the importance of green- creative club and a kids club dedicated to activities relating the digital world. This is what the customer is waiting for – an
Brazil has the most connected population, with the highest thinking and social involvement, the development of the to art, music, theatre, multimedia, gastronomy, fashion and emotion of uniqueness and exclusive moments together with
percentage of Facebook and Instagram users in the world… project will also see the planting of 10,000 trees, and the education. It will be home to a remarkable exhibition space, connectivity. At the end we merge operational excellence with
yet Brazil is only the 35th e-commerce economy in the world.” creation of the biggest South American organic market, with with the most well-known international and national artists the highest technologies,” concludes Allard.

22 RETAIL & LEISURE INTERNATIONAL JUNE 2019