Connecting downtown Sao Paulo and the upscale area of Jardins, Augusta is the street that probably better represents São Paulo’s diversity.

Considered one of the major points of commerce, culture, entertainment and prostitution in the city, this steep trail that crossed the forest around the year 1880, which is now the Paulista highrise, developed rapidly into its current format: divided in its highest point by the Paulista avenue, the Augusta Street stretches further out to its most noble and refined view, where the neighbourhood show banks, shops and boutiques, hip theatres, fine dining and cinemas. On the other hand, the downtown slope reveals the traditional environment, which permeates the lower area of Augusta since the 1940s with clubs, saunas, bars and nightlife.

Augusta Street represented glamour and fun to the youth of the 60s. With the advent of the Jovem Guarda movement, the street was filled with motorcycles, hot rods, clubs, gyms and fine pastry shops that declined over the following decades until the turn of the century, when the nocturnal atmosphere that had never left its corner once again attracted a new generation who now fills the many bars and dance floors, making Augusta the place to be in São Paulo’s night.

Since its traditional appeal as an area of commerce and bohemian lifestyle, Augusta has inspired many songs by Brazilian composers of various eras, including Hervé Cordovil, Raul Seixas and Paulo Coelho, and Os Mutantes.