# The historic Avenida Brasil address given new life by Sierra's temple of design

The high-end furniture brand from Rio Grande do Sul has invested millions to restore a period mansion and build its monumental 3,200-square-metre flagship in the Jardins.

- Section: Business
- Published: November 6, 2026
- Address: https://ceoone.com.br/en/article/the-historic-avenida-brasil-address-given-new-life-by-sierras-temple-of-design
- Em português: https://ceoone.com.br/artigo/o-endereco-historico-da-avenida-brasil-que-ganha-vida-nova-com-o-templ.md

![Sierra's restored mansion on Avenida Brasil, with arched verandas, a garden and the brand's sign in the foreground](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-endereco-historico-da-avenida-brasil-que-ganha-vida-nova-com-o-templ-foto.webp)

Photo: Courtesy

## Key points

- Sierra invested around R$ 20 million to turn a century-old mansion on Avenida Brasil into its new flagship.
- The store covers 3,200 square metres, combining the restored historic mansion with a contemporary space.
- Products range from armchairs at around R$ 15,000 to complete schemes exceeding R$ 500,000.

The landscape of São Paulo's prestigious Avenida Brasil has gained a new architectural and commercial landmark. Sierra, one of the country's most highly regarded makers of luxury furniture and decor, has invested around R$ 20 million to turn an imposing century-old mansion into its new flagship store. The project combined the meticulous restoration of the property's historic architecture with the construction of a contemporary space, adding up to an impressive 3,200 square metres devoted to high-end living.

The vast space was designed to serve architects, interior designers and end clients with a personalised shopping journey. Spread across multiple integrated rooms, the store displays complete collections of indoor and outdoor furniture, signature lighting, bespoke joinery and works of art. The project preserved the ornamental details of the original building from the last century, creating a sophisticated contrast with the signature design and fine finishes of the pieces on show.

Bringing the property back to life required careful restoration work to retain its period features, such as the wooden fittings, mouldings and the original architectural layout. The connection with the contemporary showroom area was handled organically, allowing visitors to move seamlessly between the historic charm of the mansion and the latest trends in interiors.

## The strategic weight of São Paulo's interiors market

The substantial investment reflects the central importance of São Paulo to the architecture and high-end interiors sector. With products ranging from designer armchairs at around R$ 15,000 to complete schemes for large residences exceeding R$ 500,000, the new store positions itself as the brand's leading point of reference in the country.

The space was also conceived to host cultural gatherings, collection launches and luxury events, serving as a meeting point for the creative market. It features private client lounges and meeting rooms equipped to help professionals in the field present projects to their clients.

The transformation of the mansion reaffirms the premium market's trend towards reclaiming and celebrating urban heritage. By returning the restored building to the city, the brand not only expands its physical presence but turns an emblematic Jardins address into a true destination for experience, architecture and lifestyle.

## Sources and editorial notes

- Reference reports and publications: Casa Vogue, CASACOR, ANEO and Valor Econômico.
- Sources interviewed and institutions cited: Sierra Móveis, the architects and those responsible for the restoration project, and the Brazilian Furniture Industry Association (Abimóvel).

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