Sao Paulo, Brazil
Julia, 32
PR Executive, Edelman Significa
see her Sao Paulo city guide

a bit about Julia

What do you do and why do you do it?

I'm a PR Executive. I had my major in Journalism since it was very clear to me that writing, researching and communicating was my mission. I love the dynamic life we have in communications. I end up in PR a few years ago because of a very fortunate opportunity and have loved it ever since. Now I work at a big American PR agency in Brazil creating communication plans for Tourism Destinations such as Australia, Israel and others.

You’re broken hearted - what tracks does your heartbreak playlist consist of?

Wow. So many. But basically R&B ballads. My favorite singers for this moments are Sunshine Anderson, Gabrielle, Toni Braxton, Vanessa Williams, Mariah (yes!), Mary J. Blige, Kelly Anderson and others.

What are the best TV shows of all time?

I like the classics like Goodwife, Grey's Anatomy, Homeland, and some oldies like Dr. House and even older That 70's Show (and was secretly addicted to Gossip Girl and Pretty Little Liars). Recently I've loved Suits and House of Cards. Crazy about them. To watch over and over any time I choose How I Met Your Mother, Sex and The City, or Friends. Just randomly pick an episode from any season and I'm good.

Name some spots in Sao Paulo that are good for a Tinder date.

Wow, so many. Negroni and Guarita bar in Pinheiros and Vila Madalena, Riviera, at Paulista Av. or Barouche, downtown. For a more cool and fun atmosphere, Mirante Nove de Julho.

Who’s your hero and where in Sao Paulo would you take them out for a serious hang?

I admire people for their public position and for how they collaborate for collective growth and for the future of our society. I'm crazy about Green Living (have a digital space at so I'd take Bea Johnson - Zero Waste Guru - to "Virada Sustentável", our big open (and fun!) event with many activities around sustainability. And chef Dan Barber, from Blue Hill at Stone Barns, who actively works towards a better future for the food chain, I'd take to a good tour starting with Banco de Alimentos NGO and a few schools to share his knowledge and mission to the ones responsible for our future, the kids.

Where do you buy those fabulous clothes of yours?

Well, that's a tricky question. I'm a lazy shopper so I tend to buy from few brands and shops. Honestly, I'm trying to change that to buy more from local and small producers. I buy online from Loja Três, they always have great deals. ATeen for great boho looks, Animale for more trendy styles, Osklen, Haight for the BEST "swimsuits" ever (we call them body), Melissa for plastic all-use sandals and Zara. I love vintage shops for great second hand deals like Gato Bravo, and small brands like Cabana Crafts for perfect handmade accessories, Felipa and Cervera for great spadrilles, and Livo Eyewear for the perfect shades.

What’s the area/ spot in town you’ll never be caught dead in?

Hm. I think somewhere like Panamby. It's just way too far from my area, isolated, bad public transportation and no walking zone.

What’s the thing you LOVE to do in your city that you never get to do?

Go to parks on weekends and just bike ride or walk around with no agenda.

What’s the most decadent / extreme dish you ever ate in Sao Paulo and where did you get it?

Sanduíche de Pernil (ham sandwich) at Estadão Lanches.

Is there a hidden bar / hole in the wall in Sao Paulo that you particularly like?

I love Salumeria Tarantino. Great family owned cozy bar, lots of different beers and sausages. Capivara Caldos bar for beer with friends and peculiar soups, Botequim do Cesinha for great drinks and Bar do Hugo at Itaim Bibi for a great Happy Hour. All family owned and warm welcoming atmosphere.

What’s the most expensive restaurant / spa / hotel you’ve ever been to in Sao Paulo? How much did it cost and what did you get there?

Definetly D.O.M restaurant, one of World's 50 best. It was around USD 150/person, and I had the steak with aligot (french smashed potatoes with cheese) the last time. Amazon fish are also great there. Aigai Spa, the most beautiful and peacefull place you can be in São Paulo has average treatments start at USD 100. Lucky me I went to these places on business matters, since they're definitely not for my pocket. ; )

What restaurant in Sao Paulo looks crap, but the food’s amazing?

We have many like that. One is Acrópole, greek food, and other is Bar do Biu, in Pinheiros. The best "Feijoada" or "Vaquejada". The first is a bean stew and the other meat stew.

Where can you get the best cocktail in Sao Paulo? Which one do you like?

I love Le Jazz Petit Bar, Negroni (White Negroni is a must have there), Sub Astor. Bar. also has amazing creative cocktails.

Which snacks can you only get in your country, and which ones do you recommend?

Not so fat: Pão de Queijo, Tapioca, Açaí and Água de Côco. (cheese bread, manioc flower sort of pancake, açaí berry cream with granola and banana and coconut water). Full of calories: Coxinha, Pastel, Brigadeiro, and Caldo de Cana!!! (chicken "balls", fried pastry, chocolate "fudge", and sugar cane juice). I absolutely love them all.

What’s the one place you think is overrated in Sao Paulo?

Jardins and Itaim Bibi. Restaurants and bars in those two areas tend to be more expensive.

What’s the one place you think is underrated in Sao Paulo?

Tenda do Nilo. The most amazing Lebanese food in town.

What are the Sao Paulo spots a first-time visitor can’t miss?

A tour downtown for history and heritage (City Hall, Martinelli Building, Vale do Anhangabaú, Biblioteca Mario de Andrade), Pinacoteca for a good art exhibition or a concert at Sala São Paulo (or both). Drinks at Mirante Nove de Julho near Av. Paulista, a night out at Ramona or Barouche downtown, bar tour at Vila Madalena (if you go on a Saturday, make a stop at street farmer's market for "pastel" and "caldo de cana"), and after ask around for a party called Santo Forte. And Parque do Ibirapuera (especially if there is a concert happening at Auditório do Ibirapuera, inside or outside). Check the local events agenda for shop fairs.

Tomorrow’s your last day in Sao Paulo. How do you spend it?

I'd grab a bike and ride the bike lane, from one end to the other.

What’s your favorite vacation city in the world and why?

Lisbon. My dad lives there and I go there almost every year, since I was 6. I love how the city reinvented itself in the past few years and still keeps the cozy atmosphere, classic tiny little restaurants (tascas) and has great views, beaches, small cities all around and so close. Also have to say I'm crazy about Amsterdam. Small cities have my heart for relaxing times.

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Giulio Paletta