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This neighbourhood has been well known as the bohemian hangout of São Paulo since the beginning of the 1970s, when students began living in this area because of its closeness to São Paulo University.
Today, Vila Madalena is home to a large number of studios, exhibition centres, alternative shops, music schools and theatres. The residents' association organises fairs to give exposure to the neighbourhood's artistic talents in an annual festival called "Feira da Vila" - with shows and handicraft studios.
Once a month, the shops and studios bring all their products onto the street and take visitors for free around the most interesting parts of the neighbourhood.