Cidade Matarazzo

Alexandre Allard does not fit neatly into a convenient description. Entrepreneur, investor, developer, collector, philosopher, humanitarian… all of these would apply to some extent, but the one that probably defines him best is ‘visionary’.

Allard belongs to a category of people who dream big, carve out new trails (at times quite literally), and whose dauntlessness can be quite breath-taking. One may or may not share his construct of humanity and common values, or of the creative impetus (he insists that adversity is the main catalyst for creativity), but it is hard not to succumb to the passion of his argument or the strength of his personality.

Add to this a certain devil-may-care attitude, forcefully articulated views on just about everything and ensure that it is all liberally laced with wit and you have … Allard.

His latest and most ambitious project to date is a sweeping urban restoration and cultural project in Sao Paolo, Brazil that reflect his philosophy of the world, its values and its future.

The scale of the project is one of life-legacy proportions.

Cidade Matarazzo The project’s narrative is at once both fantastical and a blueprint of a success story: take a rundown 3 hectare portion of historical real estate in a major metropolis (in this case, Sao Paolo), import

ALL IMAGES: Design Architect: Ateliers Jean Nouvel; Client: Groupe Allard.

ROSEWOOD PRIVATE SUITES AT CIDADE MATARAZZO Penthouse Living Room. Interiors by Philippe Starck.

ROSEWOOD PRIVATE SUITES AT CIDADE MATARAZZO Bedroom. Furnishings in 100% Brazilian natural materials.

restoration experts and the best architects and designers in the world (Jean Nouvel and Philippe Starck respectively), convert the adjacent streets into a giant park and contribute to a new urban vision by taking care of two parks on the main axe of the city – Paulista Avenue .

With the remaining area, create a mammoth-sized culture and art centre, theatre, music studio, convention centre and a hotel complex in partnership with the Rosewood Group.

Cidade Matarazzo is so named after the former Matarazzo hospital, a historical landmark listed building that lay abandoned until Allard acquired it.

Why Brazil, I ask.

The way he tells it, Brazil has the “three seeds” that were critical to his project. The first he refers to as “Open-Source Religion” – effectively, taking the best from every religion and constructing your own. Allard, ever the pragmatist, as well as the big dreamer, likes that approach. Much in the same way he advocates an opensource approach to all things IT.

Diversity is the second “seed”, or concept, and the one that he is most eloquent and passionate about. His argument is simple enough and almost purely mathematical – except it is also tinged with his particular brand of philosophy.

The African population growth far outstrips the European rate, which means the continual push northward will inevitably dilute demographics. At the same time, argues Allard, diversity has created more wealth, cultural and economic, than even the most liberally minded of us ever stop to consider.

Lastly, he says (in reference to the third “seed”), we have a great deal to learn from the Amazonian tribes about leaving minimal or no foot imprint on the land and the environment. Brazil is the leading country for the green transformation of the world with 1/3 the natural resources.

Brazil is an amazing country, as anyone who has even been would attest. Harness all of the above elements and combine them with national pride and love, and you would have one of the world’s greatest cultural, diversity and booming investment hubs – without even mentioning the sheer natural beauty and richness of this vast expanse of territory. 

ROSEWOOD PRIVATE SUITES AT CIDADE MATARAZZO Bathroom

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“We have much to learn from the Amazonian tribes about minimising our footprint on land and environment.”

BELA VISTA ROOFTOP & POOL Swimming pool art installation by Sandra Cinto.