“When you close a door another one opens”

we all might have heard, and experienced, this well know proverb. That is the case of São Paulo, the Brazilian metropolis, home of more than 11 million people.

In  2006 the city major decided to ban outdoor advertising (façades, billboards, street signs, even buses and taxis were to be clean of advertisement) with the will to solve their issues with visual pollution, which had even become a health problem. What had to came afterwards was not on the original plan.The true flavor of the city was revealed. The urban landscape mutated and São Paulo became one of the most vibrant cities of the world. It was the time for art in public spaces, its unique architecture and inhabitants beauty.

It is worth to review this case of study, an inspiring example:

Featured image: https://actipedia.org/project/sao-paulo-goes-completely-ad-free-clean-city-law by https://www.flickr.com/photos/tonydemarco/