Liberdade has a strong vocation for business, cultural, food & beverage and specialized retail activities around the Japanese community. With the principles of the Japanese culture, the project aims to build on those assets and develop, throughout the coming years, an attractive and vibrant quarter, boosting the local economy and contributing with the regeneration of São Paulo Centre District.
Liberdade is a district of the central region of the city of São Paulo. It is the largest stronghold of the Japanese community in the world. It also receives the Chinese, Taiwanese and Korean communities, reinforcing its position as the eastern neighbourhood not only of São Paulo, but nationwide. Like other central neighbourhoods in Brazil and the world, in the last decades it has been suffering with the deterioration of quality following the economic decay of the CBD.
Conde Design established a partnership with JCI Brazil-Japan to develop the Strategic Plan for the Requalification of the Liberdade District. The project, which is supported by the Regional Prefecture and the General Consulate of Japan, aims to increase the benefits of tourism and thus strengthen the status of Liberdade as a unique and memorable place, adding comfort and safety for residents, workers and visitors, and increasing business.
For Liberdade, the vision for the project includes, in addition to revitalization, making the quarter a Tourism Improvement District – TID, a partnership led by the society in collaboration with the City Hall, which aims to increase the number of visitors using existing cultural and commercial assets. The effort is part of the requalification masterplan for the overall District of Liberdade, and will involve a series of small-scale, private-funded interventions such as a tourist reception center and the revitalization of Praça da Liberdade, that aim to generate attraction to private investments to the District.