A historic events space located in Conjunto Nacional on Avenida Paulista will reopen this month as Jardim Nacional, a restored homage to the garden theatre and confectionery first established by Ruggero Fasano in the 1950s. The house is due to be inaugurated on 25 January, the anniversary of São Paulo, and its operators say the venue will serve both corporate and social markets across the city.
Jardim Nacional São Paulo returns as restored event venue
The project is led by entrepreneurs Fernando Ximenes, Thiago Armentano and Thomaz Rothmann, who also operate the Parque Mirante rooftop boxes at Allianz Parque. They have spent R$22 million converting the long-neglected space back to the intent of the Conjunto Nacional architect, David Libeskind, and the Fasano family legacy.
Ximenes, one of the partners, told press the group expects to generate about R$20 million in annual revenue and to recoup the investment within two to three years, relying entirely on venue hire. The facility will operate two distinct event areas: the Salão Paulista, near the entrance, for gatherings of up to 300 people and quicker turnover bookings, and a larger 1,000-square-metre hall upstairs for more elaborate productions.
Both halls can be hired simultaneously, allowing organisers to stage corporate launches, product unveilings, internal company events and social functions such as weddings and coming-of-age celebrations. The team plans to service an existing pipeline of demand from events linked to Allianz Parque, where they manage a busy programme of shows, matches and corporate activities.
Although the group says it will host exhibitions and cultural programming, they intend to limit large public ticketed parties so the venue retains an exclusive appeal for brand launches and private functions. The partners explained that overuse as a nightlife venue could dilute its desirability for premium clients, though occasional exceptions may be made for high-profile artists or unique performances.
The reopening is framed as part of a broader effort to restore Avenida Paulista’s cultural and commercial vibrancy after a period of decline that followed the departure of major tenants such as Livraria Cultura. The group cites prior projects with striking visual appeal, including a venue overlooking the Octavio Frias de Oliveira bridge and the Mirante at Allianz Parque, as a consistent investment strategy focused on historic and scenic properties.
Jardim Nacional aims to capitalise on São Paulo’s year-round demand for event space, offering a heritage-rich setting that blends mid-century architecture with contemporary technical infrastructure. Several contracts are already signed, the operators say, and the first confirmed event is scheduled for 26 February.
With its nod to the Fasano name and careful restorations designed to echo the original staircases and winter garden, the new venue positions itself as a premium hire option in Brazil’s largest city, targeting corporations, brands and private clients who value location, history and controlled, high-quality programming.
Key Takeaways:
- Jardim Nacional São Paulo reopens at Conjunto Nacional, reviving a 1950s Fasano event space and honoring its architectural legacy.
- Owners invested R$22 million and expect R$20 million in annual revenue with a two to three year payback.
- The venue offers two rental halls — a 300-capacity Salão Paulista and a 1,000 m² main hall — focused on corporate and social bookings.
- Management will prioritise curated, ticketed events only selectively while serving demand from Allianz Parque and other clients.
