"We must regenerate with beauty," says Cidade Matarazzo founder Alex Allard at FIER+ Architecture

The projeto Cidade Matarazzo was a case study during the Expo Revestir International Forum, which took place in the FIER+ auditorium during the day dedicated to urban revitalization on Thursday (21). The complex's founder, Alex Allard, presented the principles that gave rise to projeto and the challenges of quality, creativity and preserving historical heritage.

Alex spoke about the choices of tile in Cidade Matarazzo, which includes 17,000 tons of stones from states such as Bahia and Espiríto Santo. Crema Paraná, Branco Calacatta, Amazonite, Preto Paraná and Branco Nuvolato are just some of the stones that can only be extracted using state-of-the-art technology. "Brazilian stones are incredible, but they are very difficult to find because they are export goods. We had to go after them." According to the entrepreneur, these products are of a higher quality than Italian marble. "These are products that are found in the biggest luxury homes on the planet."

The entrepreneur also gave insights into how to transmit and generate value through the production chains of Cidade Matarazzo, uniting regeneration and sophistication in the same projeto. "I have a real obsession with generating value with urban preservation. We have a responsibility to practice regeneration in the total production chain of Cidade Matarazzo," he said.

The talk covered the six spheres of the Matarazzo complex, which include culture, gastronomy, hospitality, longevity, fashion and business ventures. Alex highlighted the work of AYA Earth Partners, an ecosystem that brings together private sector companies to accelerate the country's decarbonization. "Brazil has to become the great leader in climate change. The country's most valuable asset is its biodiversity," he said.  

The event, which brought together industry professionals and entrepreneurs from the design and architecture sector, focused on urban revitalization, with a presentation by ANFACER's Head of Marketing and Events André Campana and an institutional opening by the publisher of PROJETO magazine, Fernando Mungioli. "Cidade Matarazzo is an icon of urban revitalization in the city of São Paulo," said Campana during the presentation. Expo Revestir, Latin America's largest trade fair for floor and wall coverings and finishes, takes place from March 19 to 22 at the São Paulo Expo pavilion.

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About Alex Allard

Alexandre Allard is the founder of Cidade Matarazzo, the largest private projeto restoration with preservation of historical heritage in Brazil. Matarazzo combines regeneration and sophistication in a space that brings together cultural, gastronomic, hospitality, longevity, fashion and business experiences. Allard is also co-founder of AYA Earth Partners, an ecosystem dedicated to accelerating the low-carbon economy.

Also gaining experience in technology and fashion, Allard has been awarded 43 times and was the first foreigner to receive the Entrepreneur of the Year 2022 award by the State of São Paulo in 137 years. He recently received the City of São Paulo Award (2024) for the second time.

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About Cidade Matarazzo

Located just a few meters from Avenida Paulista, in the Bela Vista neighborhood, Cidade Matarazzo is a complex that combines the wonders of nature with the conveniences and luxuries of modern life, offering unique experiences of culture, longevity, hospitality, gastronomy, fashion and beauty.

Cidade Matarazzo's essence is focused on art, well-being and ancestry and, due to its grandeur, it is being delivered in phases, with several launches scheduled for 2024. The site presents a new creative and conscious way for people to see and experience the best and most beautiful that the world has to offer, consolidating itself as a place to inspire changes in habits and adopt regenerative practices.

Known as one of the country's largest private urban redevelopment projects with the preservation of historical heritage, the complex was officially inaugurated in 2022 and has ten buildings, including listed buildings, on a plot of around 30,000 square meters.  

projeto was the brainchild of French businessman Alexandre Allard who, in 2011, acquired the former Umberto I Hospital Complex, popularly known as the Matarazzo Hospital. Today the space houses: the award-winning Rosewood São Paulo Hotel, the first South American unit of the luxury hotel chain; the Mata Atlântica Tower; a corporate building that houses AYA Earth Partners, a business center for companies and organizations linked to the green economy; the Chapel Santa Luzia, as well as the restaurants Le Jardin, Blaise and Taraz and the bars Rabo di Galo, Emerald Garden Pool and Bela Vista Rooftop Pool - located inside the hotel. The second phase also includes new developments in the fields of culture, hospitality, innovation, fashion, health and well-being, including the first Soho House in South America.

Every component of projeto Cidade Matarazzo is sourced from Brazil and follows environmentally responsible practices. Preservation and the pursuit of carbon-neutral operations drive every aspect of the Complex's development, setting a new standard for urban projects around the world. Renowned professionals were involved in its creation, including architects Jean Nouvel and Rudy Ricciotti; interior designer Philippe Starck, as well as the Campana brothers, Levisky Architects, Spol Architects, among others.

Visit the Cidade Matarazzo website for a complete immersion in the complex, its services and experiences. Further information at https://www.cidadematarazzo.com.br.

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