The January 25, 1954 edition preserved in Sartoria San Paolo's collection — a record of how São Paulo celebrated its four hundredth anniversary.
The Gazette — IV Centenary Special Edition
The Gazette, Monday, January 25, 1954
The Gazette
The January 25, 1954 edition of Gazeta de São Paulo is a rare document — a special publication filled with reports, poems, illustrations, and tributes from companies of the time, all celebrating the city's four hundredth anniversary. Sartoria San Paolo preserves in its collection a conserved version of this edition, with the illustration of the São Paulo State flag prominently featured on the cover. Explore below the pages of the 2nd Section.
“To be Paulista! is to be great in the past! And even greater in the glories of the present! To be the image of the dreamed Brazil, And, at the same time, of the Brazil being born!”
Gazette Pages — 2nd Section
Company's tribute to São Paulo's anniversary. Niemeyer's Volute appears in the upper left corner.
Father José de Anchieta prominently featured, flanked by the dates 1554 and 1954 — four centuries condensed into a cover.
Niemeyer's Ascending Volute highlighted in the page background — the symbol that runs through the entire publication.
Poem by Martins Fontes — one of the most striking texts in this special edition.
Advertisements and tributes from the 2nd Section — companies celebrating the IV Centenary
Illustrations and reports — the press's view of 1954 São Paulo
Poetry and chronicles — the city celebrated in verse and prose
Period advertising records — the visual language of 1954
Closing of the special section — a city dreaming of the future
A Window to the Past
The January 25, 1954 Gazette is a window into understanding how São Paulo's society experienced the IV Centenary. The reports, poems, and illustrations reveal the pride and aspirations of a city celebrating its past while envisioning the future. This same energy — of those who know where they come from and where they are going — is what drives the SSP 1954 collection.
