Ever since São Paulo's so-called 'Old Centre' (in and around Praça da Sé) moved over to this side the Anhangabaú's Valley and became known as 'New Centre' - Rua Barão de Itapetininga was the most natural candidate to become New Centre's main throughfare. Maybe because 'Barão' is the 'continuation' of Viaducto do Chá, the chief link between the 'Old' and 'New' centres.
Rua Barão de Itapetininga was chosen by the richest business to have their shops there. So one could easily say 'Barão' was Sao Paulo's Carnaby Street.
1970 at Rua Barão de Itapetininga. See Confeitaria Vienense on the left-hand side.
Rua Barão de Itapetininga in 1966.
Cine Barão opened its doors in March 1962.
Rua Barão in the 1950s... it had tram-car rails laid on its bed...
Rua Nova Barão, opened to the public in 1962.
Cine Barão on the right circa 1963 (?).