Known for hosting a blend of traditional and trendy cultures in downtown São Paulo, Largo do Arouche has been suffering in recent years. The city landmark, originally inspired by Parisian squares, had been abandoned by the municipality, left behind by the local community and occupied by homeless people. This year, a project to redesign Largo do Arouche brought together the municipality, corporate investors, architecture firm Triptyque and Interbrand to give a new life to this landmark. The new identity unveils the true spirit of Largo do Arouche, a place for everybody. From Liberté to LGBT: Arouche is a free place – a human space.