The recent progression of a project proposing a 'Times Square' in downtown São Paulo has sparked renewed discussions regarding the relaxation of the City Clean Law, a regulation implemented two decades ago under former mayor Gilberto Kassab's administration to eliminate advertising billboards that obstruct the city's architecture. This law has been a significant aspect of urban planning and preservation in São Paulo, aimed at maintaining the city's cultural and historical integrity.

On Monday, the municipal heritage preservation council, Conpresp, approved the creation of the São João Axis - Boulevard São Paulo, which plans to install large electronic billboards at the intersection of Ipiranga and São João avenues. The vision is to develop these luminous panels into a tourist attraction similar to the renowned Times Square in New York City. This initiative represents a crucial step forward, as the proposed installations would be situated near protected historic buildings, ensuring that any architectural oversight is taken into consideration.

However, this project will only proceed if a cooperation agreement is sanctioned by the Commission for the Protection of Urban Landscape (CPPU), a body composed of public officials and civil society representatives. The approval process raises questions about the balance between modern urban development and the preservation of São Paulo's cultural heritage, as critics express concerns that such projects could lead to the proliferation of advertising and undermine the strict regulations established under the City Clean Law.