1970-01-01 02:00:00
Rua Mateus Grou reflects one of the best-known identities of the Pinheiros neighborhood, in the west zone — it brings the alternative spirit of residents closer to charming old houses. In recent years, the place has become a favorite for Brazilian fashion and design, as it brings together several major brand stores. A similar process occurs in gastronomy — the street has received several spots with funky and original proposals.
The Woodz store, which sells glasses made from recycled and biodegradable materials and with classic designs, opened its first physical store there less than a year ago. Co-founder Eduardo Pedrosa says he chose Mateus Grou because the street has the same attributes as the brand.
“The result has been very good for us, not only in the commercial aspect, but also in terms of brand positioning, because here we are well accompanied by stores like Dod [Alfaiataria]a Misci and the Fair at Rosenbaum, which have something to do with us”, he says.
The friendly relationship between the designers is also reflected in the visit of Carlos Penna, from the homonymous jewelry store, to Mateus Grou this year. The creator from Minas Gerais, who launched the store in March, says there is a connection between them.
“I’m close to brands that I believe in and others will also want to be here,” he says. “I collaborated with Misci and Reptilia, so it’s not just interesting for consumers, who can access [na rua] signature Brazilian fashion. We unite our forces.”
Speaking of Misci, the label’s founder and creative director, Airon Martin, is one of those responsible for the flock of brands to the public place. Misci arrived at the address in 2020, a week before the pandemic and, despite this, it grew to the point of attracting the attention of other designers.
Martin started to encourage other creators to open their stores at Mateus Grou. Previously, local commerce was more focused on furniture, but the reduction in rents during social distancing made it easier for designers to come. As new spots appeared on the street, they warned each other.
“The objective is to transform the region into a hub for designer fashion, as Oscar Freire is very commercial, with many brands from Bom Retiro”, he states. “We needed an alternative for physical shopping. Pinheiros is the most interesting neighborhood for this.”
It’s not as if Martins had invented the wheel — before, Karin Reiter, Heloisa Faria and Studio Laundry already had their spaces at Mateus Grou, but in any case, the effect of the designer’s initiative can already be seen with the naked eye. Nuqi and Balsa, for example, were opened in October 2022 and June this year, respectively.
The area between Artur de Azevedo and Cardeal Arcoverde streets ended up becoming home to fashion and design stores. And, between Artur de Azevedo and Pinheiros, there are the gastronomic restaurants.
Today, a passerby can enjoy a whole day walking along the three blocks of the street, visiting clothing, furniture, decorations and trinkets stores and tasting ceviches, breads, coffees, desserts and a wide range of offerings.
Pastry chef Lara Carolina —runner-up of the 2020 reality show Top Chef Brasil— opened, in June 2022, Tiramisù Sossi, specializing in the classic Italian dessert prepared with mascarpone cheese. The establishment occupies a charming white house with blue windows. “It was a find,” she says.
Located on the corner of Mateus Grou and Rua dos Pinheiros, Tiramisù Sossi shows customers how to assemble the sweet from the vats in which the ingredients are stored. Tiramisù Sossi sells the dessert in small cups (R$22) or lunch boxes whose prices vary according to size (from R$30 to R$78). Platters for eight people (R$180) or 12 people (R$220) are also on the menu, as well as a one-kilo pie made to order (R$220). Illy espresso coffee is sold for R$8.
The Rio bakery Nema, in turn, chose Mateus Grou to open a unit in Pinheiros because, according to the general director, Jonathan Azevedo, the neighborhood “is the synthesis of São Paulo”.
“For us, it is essential to be alongside people, to be part of the residents’ routine and to revive the idea of a ‘neighborhood bakery’ or a street bakery”, he states.
Specializing in artisan breads, the airy, plant-decorated house offers the classic “sourdough” — naturally fermented — and a version of the same made with 40% wholemeal flour in the composition (both for R$18). The greenhouse offers cheese and rosemary (R$21) and multigrain (R$22) flavors, as well as brioche (R$20) and rustic baguette (R$10), among other items.
On the shelves, customers can find homemade brownies and cakes and toast. Canasta cheese bread is also sold frozen, in 400 g packages (one package costs R$25, two cost R$44 and three cost R$60).
But in contrast to the optimistic mood of the news, traders find themselves under pressure from real estate speculation. Pinheiros also became the destination of several groynes under construction. Lara Carolina, from Tiramisù Sossi, is one of them. Heloisa Strobel, from the fashion brand Reptilia, too. “They destroy townhouses and low-rise buildings to build spikes that destroy commerce and the scale of the streets,” she says. ” Mateus Grou can still be considered a space of resistance, preserving its original configuration as much as possible, but we don’t know until when.”
Airon Martin says he believes that recent news of robberies at the address may have something to do with construction companies. “They put pressure on the flow of commerce to decrease and, consequently, stores leave and stores become available for sale and the construction of more closed condominiums,” he says. “But we really believe in Mateus Grou’s potential.”
Balsa
R. Mateus Grou, 644 – Pinheiros, west zone, @bal___sa
Monday to Saturday, from 10:30 am to 6:30 pm
Carlos Pena
R. Mateus Grou, 610 – Pinheiros, west zone, @carlospenna.design
Mon. to Fri., from 10am to 7pm, and Sat., from 11am to 5pm
Misci
R. Mateus Grou, 597 – Pinheiros, west zone, @misci__
Mon to Fri, from 10am to 7pm, and Sat, from 10am to 6pm
There is none
R. Mateus Grou, 191 – Pinheiros, west zone, @nemapadaria
Dom. a dom., das 7h às 22h
Nuqi
R. Mateus Grou, 645 – Pinheiros, west zone, nuqi_oficial
Mon to Sat, 10am to 6pm
reptile
R. Mateus Grou, 626 – Pinheiros, west zone, @_reptilia
Mon to Sat, 11am to 7pm
Tiramisu Sossi
R. Mateus Grou, 15 – Pinheiros, west zone, @tiramisubr
Tue to Sun, from 12pm to 8pm
Woodz
R. Mateus Grou, 507 – Pinheiros, west zone, @woodz.com.br
Mon to Sat, 10am to 6pm
#Mateus #Grou #street #Pinheiros #coolest #Tours