The CPPU (Commission for the Protection of Urban Landscape) of the Municipal Department of Urbanism concluded that the sculpture Touro de Ouro in front of the B3 (Brazilian Stock Exchange), in the central region of São Paulo, is an advertising piece that was installed irregularly, and which therefore must be removed from the site.
Irregularity is subject to a fine, to be determined by the Subprefecture of Sé.
Comprised of representatives from society and the municipality, the CPPU is the municipal body responsible for overseeing interventions in the urban landscape that may interfere with the Clean City Law.
The central debate about the play dealt with the character of the work, whether it is cultural –and therefore of public interest– or an advertising piece. The conclusion was that this is advertising and that it was installed without proper authorization from the agency.
When evaluating the installation, CPPU members criticized the publicity of the work, associated with one of the brands of its creator, XP partner and president of financial education company Vai Tourinho, Pablo Spyer —also known for presenting the program Minuto Touro de Gold, at Jovem Pan.
Other members of the council highlighted, however, that the work attracted the public to the central region, benefiting trade, which had been greatly harmed due to the restrictions created by the fight against the Covid-19 pandemic.
The debate divided the commission, with five representatives voting to withdraw the bull, and four members taking a stand in favor of the permanence.
Last Tuesday (16), B3 inaugurated the sculpture that alludes to the statue of the Bull on Wall Street, in New York, in the United States — as highlighted by the process of requesting the intervention, as reported by the CPPU in the meeting this Tuesday.
The author of the work installed in the center of São Paulo, the architect Rafael Brancatelli, claims, however, that his work does not copy the American piece, which is made of bronze and is called “Charging Bull”, which means bull charging or attacking bull.
During the meeting, Brancatelli also defended the cultural character of the installation and that it has public interest, since it fulfilled the objective of attracting visitors.
The Sé district office informed that it is awaiting the submission of the process by the CPPU to define the date for the removal of the sculpture and calculate the amount of the fine to be applied to the person responsible.
B3 informed, in a statement, that the sculpture Touro de Ouro has current authorizations from Organs municipal bodies for its installation, requested by the company Dmaisb Arquitetura e Construção, one of the members of the project.
“The company Dmaisb obtained a license from the City Hall of São Paulo, issued by the Sé Sub-prefecture (process 6056.2021/0005279-8), valid from 11/15/2021 (date on which the sculpture was installed on Rua XV de Novembro) to 15/ 2/2022”, says the note from B3.
B3 also stated that the work has “authorization from the Department of Historical Heritage of the Municipal Department of Culture to be exhibited in a public place, as a temporary event, during the period from 1/10/2021 to 12/31/2021”.
Architect Rafaell Brancatelli, who is responsible for Dmaisb, said he could not comment on the matter on Tuesday.
XP had not commented until the publication of this text.
Established during the administration of Gilberto Kassab (2006-2012, PSD), the Clean City Law regulated advertising on the streets of São Paulo.
Billboards and paintings on facades that advertised companies and products are now banned, and signs and advertisements identifying activities carried out in buildings and stores have strict size standards.
In 2018, the city hall amended the law to allow the installation of LED panels inside establishments that could be seen through windows facing the street.
“The Clean City Law regulates how anything that interferes in public space can be installed”, says urban planner and public administrator Camila Maleronka. Among what has been typified is advertising.
The urban planner says that, as this is an area with several historic buildings, any intervention must, according to the law, have an impact analysis on the landscape.
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