By Sueli Schmitt

São Paulo is a modern, bustling, and beautiful city that 20 million people call home. Its fine dining, chic bars, high-end shops, gourmet supermarkets, sprawling parks and vibrant nightlife rival those of New York, London, Paris or Tokyo.

Oscar Freire Street

As with any world-class city, São Paulo has a signature shopping district, and in the enclave of one of its high-end neighborhood, Jardins, you’ll find Rua (ie: street) Oscar Freire. It is simply the street on which any brand wanting to establish itself in Brazil begins its career.

Situated just a few blocks from the pulsing artery of Paulista Avenue, Rua Oscar Freire and its surroundings streets are not only home to legendary brands Christian Dior, Bulgari, Cartier, Louis Vuitton, and Salvatore Ferragamo, but also break-out stars Diesel, Marc Jacobs, and Ed Hardy. Offering Brazil’s upper class a taste of home are native brands H. Stern, Ellus, Carlos Mielle, Forum and Carmim.

Frequently compared to Rodeo Drive in Beverly Hills, Rua Oscar Freire was selected by Mystery Shopping International as the 8th most luxurious street in the world.

Oscar Freire traces its name back to 1923, when it was named in honor of physician and professor Oscar Freire de Carvalho, who introduced the teaching of Forensic Medicine in the College of Medicine and Surgery in São Paulo (now School of Medicine, USP).

Shopping at Oscar Freire, in São Paulo, SP (Brazil).

As early as the 1980s, Rua Oscar Freire was a meeting place for politicians and businessmen looking for fine dining, but it was with the welcoming of imports into Brazil in the early 1990s that the famous brands, beginning with jeweler Mont Blanc, began their migration.

In 2006, an $4 million facelift moved overhead wires underground, widened the street’s sidewalks and placed inviting wood benches along its path. The result was a doubling of daily visitors (to 33,000 people), which attests to the renovation’s success.

Oscar Freire’s shoppers are not sensitive to price – a simple purse or pair of shoes will set you back R$ 4,000 Reais (like U$ 2.500 Dollar) – but they do appreciate the ample store and area security that promotes their leisurely strolls.

Mioreover, whoever walks down Oscar Freire soon realizes that the street is a very special place. In-store butlers may greet you with a surprise glass of champagne, or even an offer of juice or a cup of espresso coffee. Plush sofas, flat-screen TVs, and an array of magazines offer all the comforts of home. Feeling welcome, you make your selections at your own pace. And proprietors are mindful that their clientele can hop a flight and shop anywhere they wish.

Saturday afternoons usher in a transformation where the streets become runways, where fashionistas, artists and people-watchers gather to see and be seen sporting the latest styles. Madames clutching luxury handbags fawns over their tea-cup pooches. Couples ease strollers along. Gorgeous window displays provide the backdrop.

Make your visit to Oscar Freire an all-day affair.

While a gourmet breakfast will set the tone, stores open as early as 8 AM -- but there’s no rush.

A must-see is Galeria Melissa, with its famous namesake sandals, always colorful and cheerful. The store serves as an exhibition of all the styles ever created in partnership with Melissa, including collaborations with designers like Alexandre Herchcovith. In Brazil, it is said that every girl has had a Melissa sandal on her feet at least once.

Another option is to take a load off and savor a delicious meal at Fasano, Gero and Rubaiyat or Almanara, while saving room for dessert, as you’ll have your pick of home-made creations bound to delight.

During an afternoon on Oscar Freire, you are absorbed into the atmosphere, gaining a special sense of glamour and sophistication. Time slows as you soak up the beauty of the moment. The sounds are tranquil, the smells fresh. Enjoy your escape!

Places to eat around Oscar Freire:

• Oscar Cafe
Rua Oscar Freire, 727
Each gourmet coffee is named for a designer or a famous brand. Light fare includes salads and quiches. An intimate lounge with sofas greets visitors downstairs. A glass-encased upstairs area with tables overlooks a vertical garden featuring orchids “suspended” among interspersed waterfalls.

• Santo Grao
Rua Oscar Freire 413
Fantastic during the day for lunch. Or, late at night, enjoy a coffee, a drink, or being seen in a very special environment.

• Restaurante Almanara
Rua Oscar Freire, 523
The house, specializing in Arab food, serves individual portions at reasonable prices, with warm and friendly service. Try the Kibe and sfiha!

• Restaurante Rubaiyat
Rua Haddock Lobo, 1738
For those who want a meal served with style and sophistication -- for whom money is no object -- Rubaiyat should be at the top of the list. Nearly every type of its broad cuisine is rated the best in town, including its fish, feijoada, beef, and wine list.

• Restaurante A Bela Sintra
Rua Bela Cintra, 2325
Excellent Portuguese dishes made like in Portugal.

• Bella Paulista
Rua Haddock Lobo, 354
One of the best bakeries and restaurants in Sao Paulo, with a variety of pizzas (tip: try the Hearts of Palm pizza), bread, coffee, pastries and lunches. All of their mouth-watering offerings are delightfully well done.

Sueli Schmitt is a fashion expert, consultant and blogger with over a decade of fashion industry experience in Sao Paulo and New York City. She writes weekly for www.fashionbubbles.com and maintains her own blog at www.bluecaffe.blogspot.com. Among her services are guided fashion tours of NYC for Brazilians, personal styling and apparel embellishment.

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