Vivo opens a new space in SP that combines technology, art, gastronomy and literature

The new Telefônica store, located on Oscar Freire, offers a café, bookshop and art installation environments

Telefônica Vivo has opened a new space in São Paulo with a café, bookshop and art installation. The proposal is to enhance human connections, offering an environment that goes beyond the sale of technological products.

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Located on Rua Oscar Freire, the space measures more than 260 m². The architectural project, designed by Martin Corullon and Gustavo Cedroni, of Metro Arquitetos, was inspired by the curves of the “Vivinho” icon. The brand says the idea is to provide visitors with an intuitive journey through environments.

One of the highlights is the Café Vivo, with a menu created by the French-Brazilian chef Patrick Bragato, in collaboration with Marcella Tranchesi, of the Doce Aquarella pastry shop. The unit offers artisanal bread, cheeses from small producers, tartlets and desserts, such as pudding with cumaru flakes. The dishes are made from agroecological ingredients, reflecting the brand’s commitment to sustainability, respect for seasonality and the fight against waste.

Livraria da Vila is responsible for curating the titles available in the literature area. Visual artist Tina Whitaker, known for her work for magazines such as Newsweek and À Nous Paris, has created an installation entirely focused on art. The entire environment was designed to help the audience slow down.

According to Marina Daineze, Vivo’s Vice President of Communications and Sustainability, the new space reflects the brand’s purpose. “We want to demonstrate that technology is a means, not an end, to connect people, inspire discovery and enhance the present time. By combining technology with literature, art, food and architecture, we create an urban haven of experiences that reinforce the importance of living in the present and promote connections that go beyond screens,” he says.

I live Oscar Freire

Address: Rua Oscar Freire, Sao Paulo – SP

Architecture: Metro Architects (Martin Corullon and Gustavo Cedroni)

Cook: Patrizio Bragato

Confectionery: Marcella Tranchesi

Bookshelf: Village bookshop

Art installation: Tina Whitaker

Source: Terra

Ben

Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.