The plan, dubbed the 'Paulista Times Square', involves the installation of large LED panels at the intersection of Ipiranga and São João avenues in central São Paulo, and it received approval from the Commission for the Protection of Urban Landscape (CPPU) following extensive debate. The commission functions as the guardian of the Clean City Law, which regulates outdoor advertising in São Paulo. The vote concluded with a score of eight in favor and six against the proposal.

Under the agreement, the LED panels will allocate a maximum of 30% of their display time to advertising, which will only consist of institutional identification for sponsoring brands. The remaining 70% of the screen time will be devoted to cultural information and public utility messages, while restrictions will be placed on types of content, banning advertisements for retail, gambling, adult content, violent imagery, and political or religious messages.

This approval signifies a significant change in the landscape of São Paulo, as it introduces a new form of communication and public engagement while balancing commercial interests with community values. Proponents of the project see it as a way to enhance the cultural vibrancy of the city, while critics may be concerned about the impact of advertising on urban aesthetics and public space integrity.