Rua Oscar Freire is a tree-lined street stretching from Alameda Casa Branca to Avenida Doutor Arnaldo in the Jardins district of São Paulo. It was named after Oscar Freire de Carvalho, a physician and forensic medicine professor from Bahia, who helped develop the city's first morgue (Instituto Médico Legal).
According to Excellence Mystery Shopping International the Rua Oscar Freire is the 8th most luxurious street in the world and second in the Americas behind 5th Avenue in New York.
Sophisticated food shops and restaurants can also be found. Among them are A Figueira Rubaiyat, Fasano, Antiquarius and 'Gero, four of the city's most traditional and expensive restaurants, as well as world-famous Häagen-Dazs. There is a Nespresso store, and in 2010 a Valrhona boutique was opened.
Recently, stores along the street funded a project to remove unsightly electrical poles and install underground fiber-optic lines instead, in an attempt to make the street more appealing to shoppers.