Por Edmar Neves
Over the centuries, bookstores have solidified themselves not only as a place to sell books, but also as a place for cultural production and dissemination. All reading lovers must have a story related to this space. Such as a conversation with a salesperson that ended up defining the taste for certain genres, the discovery of remarkable works, or the purchase of a book that impacted an entire life.
Just like the stories present on the pages of books within this space that promotes knowledge, culture, dreams and passions, so to have loves, friendships, partnerships, cultural movements, and so many adventures begun or developed.
But with the crises that are pouring into the Brazilian book market – and its consequent changes that affect the sector from end to end – it is necessary to innovate. With the arrival of large e-commerce companies in the country, which have made the act of going to a bookstore to buy a book almost obsolete. And charge prices that make the competition of small bookstores almost unviable, several establishments have had to invest heavily in cultural programs to keep their doors open.
Thus, high street bookstores have potentiated their vocation to be small cultural centers. Attracting not only intellectuals but also a wide public in events such as book launches, soirées, musical shows, exhibitions, lectures, installations and artistic performances, among others, giving new meanings to the space and becoming popular tourist spots in the cities.
Books, cultural events, and a good cachaça
“Every bookstore is a cultural place, even if it doesn’t know it or says it isn’t, because people go there looking for culture: printed culture,” reflects Bruno Eliezer, owner of Ponta de Lança Bookstore, located in the city of São Paulo. The bookstore emerged as an online sebo in 2018 and opened its doors in a physical location in 2021.
Bruno explains that in addition to a great diversity of titles along with good curation, an essential point of a good bookstore is the personalized selection of titles that meet the tastes and demands of each person.
“You can have a bookstore with 10,000 titles, but it’s vital to talk to the bookseller, learn from him, allow him to learn from you,” he says.
“Sometimes I have several titles on the same subject, but I don’t need to present all the books to the person. I need to understand what he needs and show him two or three titles that meet what he is looking for,” adds Bruno.
And the space is well served by titles. The main collection is composed of Brazilian literature, with works that range from the great classics to more contemporary authors. There is also room for Hispanic-American literature, literary criticism, photography, sexualities, race, gender, and other themes.
However, even if books are the main business, only a large and carefully selected collection is no guarantee to attract the reading public. Which is why there is a schedule of constant activities, that not only please the regulars, but also draw the attention of new people. “We have book launches, conversation circles, and a delightful book club for some time now. Everything to attract a wider and wider public to read,” explains Bruno.
“And since our focus is to sell books and not food and drinks, we also have a free cachaça (sugar cane brandy), with the quality stamp of Minas Gerais. Which is served to all the people who want to taste this typically Brazilian drink”, Bruno jokes.
And the strategy has worked, as people come to the space to talk, exchange ideas, read, walk around, transforming the bookstore into a very friendly place. “We already have people coming here and asking if there’s going to be an event today, coming to see what’s new that we’ve separated, what the new releases are… It is fantastic!” Bruno concludes.
A tour around some bookstores
As there is a huge diversity of bookstores in all Brazilian corners, with varied or specific collections and cultural events that cater to different audiences and cultural scenes. We chose to list some of them in the Rio-São Paulo area for those who are interested in getting to know not only the collection, but also the various activities that take place there. But it is good to emphasize the importance of visiting and, why not, supporting the nearest bookstore, helping to promote not only the dissemination of knowledge through books, but also the cultural scene in the region.
Starting with a bookstore in São Paulo, Ria Livraria was founded by Marcos Benuthe, who used to own the traditional (and unfortunately extinct) Mercearia São Pedro. The space has been open since 2021 and is already one of the hottest spots in the city’s cultural scene. Besides the bookstore, Ria Livraria holds musical meetings, launch events, courses, literary pocket shows, soirées, bar services, has a literary reviews and poetry magazine, and is launching an author publishing label. It also has partnerships with major events such as the Balada Literária (Literary Ballad).
For those who visit Livraria Ponta de Lança, owned by our interviewee Bruno Eliezer, you will find a cozy space with armchairs, sofas, and tables spread both inside and outside the store. Among the cultural activities held there are book launches, music and poetry recitals, and the aforementioned book club.
Now let’s talk about a bookstore that specializes in comic books! It is the Loja Monstra, which opened its doors in 2018 in the same place as the traditional Gibiteria. There is that pleasant atmosphere of the newsstands that the nostalgic ones seek so much, that is, an environment where you talk about the works with reading tips that only aficionados of the genre can give.
About the events, there are book launches, chats, and autograph sessions with artists, exhibitions, lectures, festivals and various courses.
The Livraria Leonardo da Vinci, located in Rio de Janeiro’s downtown, has decades of tradition: it has been open since 1952. A training space for thousands of people over the years, the bookstore holds book launches, autograph sessions with authors, lectures, conversation circles, among others. In 2019 alone, 150 events were held in the space! In addition, the venue does some solidarity campaigns to collect supplies for people in need and/or affected by disasters.
Opened in 2020 by Leticia Bosisio and Martha Ribas, Janela Livraria has a book curator specialized in works by female authors. There you can also find activities such as book launches, courses, lectures, photo exhibitions, reading clubs, events focused on the children’s audience and, as a great differential, the sale, and tastings of wines, coffees prepared by Casa do Barista and sandwiches created by chef João Diamante especially for the place, bringing to the space another attraction for its gastronomic options.
You could say that our last tip has literally risen from the ashes. In July 2022 the Livraria Belle Epoque was hit by a fire that consumed its entire collection and mobilized a whole solidarity network that helped its owners to rebuild their assets. Six months later, with a carnival parade, the regulars were excited to see its reinauguration and started to follow its events such as lectures, book launches, workshops, classes, musical shows, among many others.
Make your own bookstore itinerary:
Livraria Ponta de Lança is located at 26 Aureliano Coutinho Street – Vila Buarque, in the city of São Paulo and is open from Tuesday to Sunday, from 11am to 9pm.
Ria Livraria is located at 58 Marinho Falcão Street – Sumarezinho, São Paulo, and open from Monday to Saturday, from 4pm to midnight.
Loja Monstra is located at 158 Benedito Calixto Square – 1st floor – Pinheiros, São Paulo and has different opening hours: Monday through Friday from 11am to 7pm, Saturday from 10am to 7pm and Sunday from noon to 6pm.
Livraria Leonardo da Vinci is located at 185 Rio Branco Avenue – underground floor—Rio de Janeiro Downtown. The opening hours also vary depending on the day: Monday to Friday from 9:30am to 6:30pm and Saturdays from 10am to 1:30pm.
Janela Livraria is at 171 Maria Angélica street – store B – Jardim Botânico, in the city of Rio de Janeiro. It is open Monday through Thursday from noon to 7pm, Friday from noon to 8pm, and Saturday from 10am to 7pm.
Livraria Belle Epoque is at 50 Soares Street – store A – Méier, in the city of Rio de Janeiro, open Monday through Saturday from 9am to 7pm.
