Maksoud Plaza

With its magnificent building located one block from Avenida Paulista, Maksoud Plaza has become synonymous with luxury and glamour in the city’s hospitality industry. Inaugurated in 1979, it soon became a meeting point for executives, politicians, and celebrities. Its 416 suites have housed everyone from Frank Sinatra – who performed four shows in the Grand Salon Nobre of the hotel in 1981 – to rocker Axl Rose; from Prince Rainier of Monaco to British Prime Minister Margaret Thatcher. However, in the early 2000s, the number of guests began to dwindle. Indebtedness and legal disputes were affecting the quality of services. The death of founder Henry Maksoud in 2014 worsened the crisis, but on the other hand, it gave the heir, Henry Maksoud Neto, an opportunity to revive the legendary family business.

With the support of SONNE, present since the beginning of the new management, the hotel has been building a long-term strategic plan since 2016, in harmony with the current reality of the segment and the new profile of guests. By valuing its assets – including the strong brand and undisputed know-how – and identifying other markets, it seeks to become more than just a place to stay and entertain. Like an ecosystem, the Maksoud that is being drawn today makes room for different businesses within it, from co-working spaces to short-term rentals and co-branded items. Embracing and being embraced by the city that witnesses the stories of its past and its audacious present.