São Paulo is a city that’s proud of its scale. A leading entrepreneur tells us that he had returned to São Paulo from living in Paris after he struggled to make it through a grey French February. “Look, Paris is fine if you want to live somewhere provincial and eat cheese but São Paulo is a real city,” he says. Plus, in winter, you can savour 23C temperatures and big blue skies.

The above is an excerpt from a recent Monocle article covering 10 observations about São Paulo. I have only been to Brazil once, and it was to visit Rio de Janeiro. But since then, I have had São Paulo high on my list. This is partially because I'm fascinated by Brazil and partially because I love big cities — and São Paulo is one of the biggest and most frenetic.

But one of the areas where, in recent history, it has not been frenetic is signage. In 2007 a new municipal law was put into effect called the Clean City Law (or Lei Cidade Limpa). The law was simple: It introduced a near-total ban on billboards and public advertising, while imposing strict storefront limits on signage.

In the first year of the law, the city collected nearly C$30 million in fines and then, seemingly overnight, the city transformed itself from a wild west of signage into an ad-free megacity. The results were fascinating. Historic buildings that had been entombed by ads were suddenly rediscovered. Architecture became front and center.

But interestingly enough, the city is now looking to relax these laws to a certain extent and allow four buildings at the intersection of Avenidas São João and Ipiranga to be covered with LED panels and displays, akin to those in New York's Times Square or Tokyo's Shibuya Crossing. Here's the promo video.

If you watch the video, you'll see that it says something along the lines of "the world's largest cities have all transformed their streets into living experiences." It then shows clips of New York, London, Doha, and others that all have similar LED screens and brightly illuminated buildings. In other words: All the best cities are doing it, so we need to do it too.

There are naturally some people who like São Paulo the way it is today. But regardless, it raises an interesting question: Are these kinds of highly-visual urban displays just a new form of advertising, or are they something else, something more elevated? And is it really table stakes for the largest global cities to have something like it?

Cover photo by Thandy Yung on Unsplash

Last week in Paris, we went to check out the above café called The Coffee. It was our first time. The brand is a Brazilian coffee chain founded in 2017 by three brothers who wanted to combine Japanese minimalism with the best of Brazilian coffee. Brazil, by the way, is the world's largest producer of coffee.

Since then, they've gone on to open nearly 300 stores around the world — from Rio de Janeiro to Paris and Seoul to Sydney. Earlier this year, they opened their first locations in Toronto: on King Street West, in the Financial District, and in Yorkville. And today, I'm excited to share that their next location will be at the base of Junction House.

This feels like a perfect fit for the area and the building. One of the things that we tried to do with the design of the project was blend Canadian minimalism with the rich history of the Junction. So I'm happy to see this brand land here, especially since we (the developer) no longer own the retail component and weren't involved in the leasing. Kudos to Lee Chow Group (the owner) and the JLL Retail Group.

It’s exciting to see a global brand like The Coffee choose the Junction. They clearly know what's up. I'm now looking forward to becoming a loyal customer.

If you'd like to follow them on Instagram, here's their Canadian account.

Nationwide across the US, transit ridership is only at about 70% of where it was in 2019 before the pandemic. But this is not the case in all cities around the world. According to this recent Bloomberg article, Madrid, Hong Kong, and Paris are all above their 2019 ridership levels. Seoul and Shanghai are also close at just over 90%, and London is at 85%.

So this problem of fewer people riding transit seems to be a North and South American phenomenon. Rio de Janeiro is at 73%, Mexico City is at 70%, and San Francisco is somewhere near or at the bottom at 44%. The obvious explanations for this are that Europe and Asia are generally denser and less car-oriented, their return-to-office patterns have been much stronger (less WFH), and their governments probably care more about transit (and spend more money on it).

Broadly speaking, I think this is all true, but I'd love to know more precisely what's driving these differences. Because it's not exactly obvious. Consider, for example, Paris and London. Paris is at 103% of its 2019 levels, whereas London is only at 85%. Why is that? Both cities share a lot of similarities. They have a river that weaves through the middle, they're dense, they have lots of trains, and both are alpha global cities.

So why the delta? What exactly is Paris doing that is encouraging more transit usage?

Charts via Bloomberg