A day in São Paulo with Isolda Designer, Juliana Affonso Ferreira


Juliana Affonso Ferreira (known to most as Juju) is the Creative Director of beloved, Brazilian brand, Isolda. Originally from Horto Florestal, a neighborhood in Salvador, Bahia, she moved to Saõ Paulo from London six years ago to continue her career in fashion. Since then, she’s fallen in love with the city whose energy she describes as a “concrete jungle.” Below, she takes us through a day at her favorite spots.

São Paulo, 9am. Where should we wake up?

The Emiliano Hotel is super nice.


10am. Where’s brunch?

At Padoca do Maní! Yummy organic foods! Botanikafe is delicious also very trendy now.

11:30am. What neighborhood should we hit for the best shopping? What stores?

Isolda, our atelier (Rua Teçaindá, 60) in Pinheiros, of course! And then walk around the neighbourhood for other cool shops and cafes...also walk the Rua da Consolação (between Lorena and Oscar Freire) for cool shopping and art galleries. Bixiga Sunday Market for antiques is great too.


12:30pm. Any cool art galleries, museums, or sites locals love?

There’s so much to do and see in São Paulo. Before you come, check what’s showing in the museums: Instituto Moreira Salles, MASP, CCBB, and Pinacoteca. And art galleries: Galeria Marcelo Guarnieri, Pivô, Galeria Vermelho, Carbono. If you are into opera or seeing classical music orchestras, you must go to Sala São Paulo.

2pm. Lunch time. Where to?

I love a restaurant called Piu in Rua dos Pinheiros, they just opened a new one at Iguatemi Faria Lima Mall. Great food and very nice service. Orfeu in the old city center has very nice ambience and delicious food from Bahia, my hometown. If you visit on weekends you must arrive early as it gets pretty busy. Pivô art gallery is right next to it.


3:30pm. In the mood for coffee and desert. Where should we go?

Da Feira ao Baile at Rua Matheus Grou. Best cakes in town!

On a day when you’re not at work, where might we find you?

At Parque Ibirapuera either for a run or walk on the park or seeing an exhibition at the MAM, Oca or Bienal museums designed by Oscar Niemeyer.

5pm. It’s time for happy hour. Best spots?

Astor and Subastor bar in Vila Madalena has all the best cocktails and caipirinhas with eco friendly spaghetti straws! Guilhotina bar in Pinheiros.

8pm. Where should we go for dinner with friends?

My favourite restaurant is the old school glamour La Casserole in the old city center. Love buying flowers after dinner at the market that’s in front of it. Kouzina in Pinheiros is fun! I love Nakka or Okha (japanese, asian fusion).

Photo via  Coelho da Fonseca

11pm. Then for drinks?

Le Jazz Brasserie, it’s a cute french jazz inspired bar in Rua dos Pinheiros.

12am. What if we want to dance?

I haven’t been out dancing in so long, but I would definitely recommend Casa 92!

São Paulo’s best kept secret?

Not many people know, but the largest Japanese immigration community outside of Japan is in São Paulo so make sure you try at least one of the greatest sushis and Brazilian nippo fusion gastronomy! My favourites are: Sushi Lika in Liberdade (Japanese neighbourhood), Nagayama, Okha or Nakka.


Your absolute favorite place in Saõ Paulo?

The Instituto Moreira Salles library is my treasured spot of the city. The art and photography books and magazine archive are incredible.

Photo: Arquitetos Associados

Photo: Arquitetos Associados