The Import of a Narrative : The Role of Aesthetics and Discursive Elements in Fabricating Change in the Centre of São Paulo
This chapter examines the use of aesthetic and discursive elements in the production of a narrative about República, a district in the central area of São Paulo (Brazil) that has been transformed through a real estate boom in the past ten years. We focus on newly built studio apartments, and on the efforts to differentiate them from the quitinetes, apartments with similar features built in the 1950s and 1960s that have been heavily stigmatized. We situate our analysis of this purposeful urban transformation within a context intertwined with urban marketing, publicity, and image making. Our research shows the strong presence of an industrial aesthetic in the area, which we understand as being a deliberate echo of the gentrification process that took place in SoHo in New York City in the 1970s.