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Master's Dissertation
DOI
10.11606/D.18.2005.tde-07012007-201920
Document
Author
Full name
Cynthia Augusta Poleto Aleixo
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Carlos, 2005
Supervisor
Committee
Martins, Carlos Alberto Ferreira (President)
Feldman, Sarah
Vargas, Heliana Comin
Title in Portuguese
Edifícios e galerias comerciais: arquitetura e comércio na cidade de São Paulo, anos 50 e 60
Keywords in Portuguese
Arquitetura moderna
Centro novo
Edifícios e galerias comerciais
São Paulo nos anos 50 e 60
Abstract in Portuguese
Discute a construção de um conjunto de edifícios e galerias comerciais em meio ao processo de metropolização e modernização da cidade de São Paulo no século XX. Produtos de um momento de desenvolvimento acelerado da indústria imobiliária, no qual a verticalização na área central era incentivada e ao mesmo tempo controlada pela administração municipal, estes edifícios, datados dos anos 50 e 60 em sua maioria, foram empreendidos por grupos de investidores brasileiros associados a imigrantes europeus, escritórios de arquitetura e construtoras. Considerando sua origem histórica, ao investigar as referências européias, norte-americanas e principalmente a história paulistana, propõe-se a compreensão de sua produção pelo viés arquitetônico, social e mercadológico. O trabalho identifica as especificidades da construção dos edifícios e galerias comerciais resgatando o momento de constituição do centro novo como uma nova área de investimentos, em especial, no setor terciário. Contribui também para as pesquisas sobre os novos programas e novas tipologias ligadas às demandas da metrópole paulistana na segunda metade do século XX.
Title in English
Commercial buildings and galleries: architecture and commerce at São Paulo city, in the 1950's and 1960's
Keywords in English
Commercial buildings and galleries
Modern architecture
New downtown area
São Paulo in the 1950's and 1960's
Abstract in English
The construction of a set of commercial buildings and galleries is discussed as part of the metropolization and modernization of the city of São Paulo in the 20th century. Products of a period of accelerated development of the real estate industry, during which the verticalization in the downtown area was encouraged and at the same time controlled by the municipal administration, these buildings, most of them dating back to the 50 and 60's, were the enterprise of groups of brazilian investors associated with european immigrants, architectural offices, and builders. Considering their historical origin, when investigating the european and north american references and mainly the history of the city, we propose the understanding of their production from an architectural, social, and marketing viewpoint. The present work identifies the specificities of the construction of the commercial buildings and galleries by recovering the time when a new downtown area was constituted as a new area of investment, especially in the tertiary sector. It also contributes to research about the new programs and typologies linked to the demands of the São Paulo metropolis in the second half of the 20th century.
 
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Publishing Date
2007-04-17
 
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