Urban SOS: Transformations Project

CEAGESP: An Unexplored Territory Francisco Incio S.A. Silva Pedro Elias Maia Coutinho Miguel A. Mendes

Where?
Our work consists in redesigning and redeveloping the urban area of Vila Leopoldina neighborhood, So Paulos west side.The exact site as shown on the map is located in a quadrant between Naes Unidas Avenue to the southwest, Imperatriz Leopoldina Avenue to the northeast, northwest Hassib Mofarrej Street and Prof. Ariovaldo Silva street to the southeast.

headquarters concentration , with high-standard offices.

The real estate boom in Vila Leopoldina

However, the district of Vila Leopoldina where CEAGESP is located is economically growing in the last ten years. Statistics from Secovi-SP have shown that from 2000 to 2004 the town had 24.900 property launches per year media. From 2005 to 2009 that number jumped to 31 100 units per year media. In this context of overall growth in real estate projects, the neighborhood of Vila Leopoldina is among the highlights of sale in So Paulos west side, according to data from Secovi-SP. Those statistics shows that there is a growing estate interest in the area.

Why?
CEAGESP is the Latin Americas largest food warehouse and is located on the east bank of Pinheiros River. Discussing the work we noticed that the surroundings of this immense place havent grown economically as well as other neighborhoods located on the banks of this river, like Itaim Bibi, Vila Olimpia and Berrini Avenue area, which is now an area of corporate

This redevelopment will leverage that growth is already happening naturally and also make it more organized, accountable and sustainable.

This region also has ecological attractions like Parque Villa-Lobos and is located close to the Universitary City, the main campus of the University of So Paulo (USP), the largest public university in the country. In this neighborho od we can also find SESI and SENAI, two import ant public institutions related to industry. In the last ten years more and more high standard restaurants, bars and nightclubs have begun to appear in the region estimulated by the higher consumption pattern of those who came to live in this neighborhood through the real estate growth. This site is located just between the two C main highways of the City. The Marginal of Pinheiros river and the Marginal of Tiet River which facilitates the touristss access to a lot of other parts of the city, like airports and roads.

It is for these reasons, a region that is being structured and developed in order to provide those 'world-class' facilities for tourism growth the city will be suffering in coming years. This site is also next to Pirituba neighborhood where will be the most probable new Soccer Stadium of the city, Piritubo, which will receive the Fifa World Cup games of 2014.Pirituba will get the benefit of development and welfare by being in surroundings of these stadium and the chosen site will also get benefit of the neighbors growth.

CEAGESP
The existence of CEAGESP in this site is the main reason for the specific choice of it. The warehouse is a huge place which receives all

the food which the city consumes. There exists a great variety of products: products from different parts of the country, products that show a very wide cultural diversity. A place that could be touristically tapped so as to put the foreign visitor in front of a core of diversity that he could only find in a big country, rich in natural resources like Brazil. Around this place there are also several hangars that could be better used, with its streamlined efficiency. Blocks that serve as a deposit of old buses, and other forms of underutilization of space. For being a project designed to show the world a cultural and gastronomic diversity of this country and thereby facilitate the creation of new jobs, we believe that we are not escaping on the scope of this work, that intends to create a redevelopment that is still rooted in local culture and intends to benefit the inhabitants of the region.

How?
A redesign of this neighborhood may eventually turn it into a sophisticated, modern tourist center that will change the lives of communities that are around this region with the creation of new jobs, created from the new service needs that region will have.

General Objectives
Our main goal is the conscious transformation of CEAGESP and its surroundings. The great challenge of this project is to solve its problems in order to redesign the site in to the biggest touristic-gastronomic center of town. The region surrounding this area has already been solidified as high standards and economically strong neighborhoods, from the east bank of the river to the high peaks of the plateau (Paulista Avenue).Vila Leopoldina its the last neighborhood to grow in this context and this real estate boom shows the dimension of this growing, which is already in course. In contrast, the site chosen is an abandoned island in the middle of a sea of development. The CEAGESP have already lived his golden era. Today it turned out to be something undesirable in the region. The point that guides us in this project is the misused space both within the warehouse and in some blocks around it, where there are huge warehouses for simple services. Services that could be optimized using less space and more efficiency.

How could CEAGESP, a region that receives all type of product in all regions of our country, be treated with such contempt? Was not perceived all the potential for promotion of Brazilian culture that this space represents?

The challenge of this project is to potencialize the utilization of CEAGESP as a tourist area, not only incorporating the active economy of the region, but mainly, making this place a central pole of the cultural and touristic circuit of the city. It has already been shown that the surroundings of the chosen site has grown significantly in real estate and this place has become more advantageous for the investor. However, we believe this expansion should happen consciously and sustainable for two reasons: 1. Sao Paulo is a city facing ,nowadays , many infrastructural problems - the biggest one, the traffic - just because it has suffered and unplanned and barely conscious growth. 2. To this growth not expel CEAGESP from this site. Those who lives in the surroundings have already complain that its structure has become incapable of supporting the flow of trucks that pass there.

It is necessary the CEAGESP to go through a restructuring plan aiming to optimize its ability to: a) Storage b) Detritus reutilization c) Receive the large influx of trucks Besides its optimization, there is the intention that, in addition to a food distribution center it would become a nucleus of culture and cuisine. It is the great reason to exist the concern about a conscious verticalization and the underutilized blocks developments that are found on the warehouse surroundings .This development must occur in order to support and aggregate the tourist vocation this area got. This project provides for both the creation of a downtown hotel that reflects the diversity of CEAGESP in your kitchen, events and ambience, besides a cultural center in this gastronomical integrated complex. Within this area the tourist will experience the full range of products arising from the nature and get in contact with the culture of this country.

The warehouse where food is distributed will also become the place where food and culture will be experienced. This new center aims to be the axis of connection between the roots of Brazilian culture and urban high standard that the richest city in the country dreams in conquering. This project is looking for the optimization of the functional part of the warehouse while creating a hub of culture that could transform CEAGESP into a gastronomic and cultural heritage for the paulistano citizens and a hit to the tourists.

Specific Objectives
General Transformations CEAGESP rezoning so that the trucks do not encroach on the area tourism and social and vice versa. Incorporation of Hassib Mofarrejs square to CEAGESP space. Creation of organic and non-organic detritus reutilization Center carried out by a specialist company.

Zoning of transformable and nontransformable areas surrounding CEAGESP. Reconfiguration of gates Reconfiguration of security system Reconfiguration and verticalization of hangars(2 floors for each one) Reconfiguration of where each kind of food will be stored Enlargement of 2 or 3 ways on Naes Unidas Avenue just in front where the gates are found. The construction of a Street Market(Feira)

The detritus reutilization Center should be ruled by a corporation that could optimize the utilization of boxes and other non-organic waste and to produce other stuff with the organic waste, like fertilizer.That will help the job creation and the best use of space.

The Relevance of the Street Market, the Feiras Choosing this site, we thought a place of entertainment designed by the Street Market simbology for the Brazilian, the feiras. The Feira is an event that exist in all Brazilian regions, and sets up a meeting place of the people around it. Because of it, so many differente cultures are built and are still alive by the type of meeting provided by the Feira.

Theres a place for: 1. 2. 3. 4. 5. 6. Restaurant and Gastronomic Center Music Hall Museum Bicicletary A Park A Vertical Parking Lot The Feira will help the Culture Center to develop. It got to be a catalyst for this cultural area. The bicicletary and the Vertical Parking Lot will help the traffic inside the borders because the visitors are just allowed to get in by parking your car or walking.

Cultural Center
The existence of a cultural center will depend on how the process of investment will exist on the area within the borders of CEAGESP. This project is planning the kind of utilization this cultural center will have. The scope of this project will not explain each building.

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