This qualification memorial aims to record the trajectory and academic performance of this master's degree and the evolution of its research project, entitled PAULISTAN "CREATIVE" TERRITORIES: perspectives and conflicts of the insertion of the creative economy in the central area of São Paulo. The research has as its theme the Creative Territories Paulistanos, which aims to analyze the current issue of the insertion of the so-called "Creative Economy", economic axis focused on human "creativity" as a development factor, involving arts / culture, technology and innovation areas , being widely adopted in the speeches of re-signification, renewal and later gentrifications of urban areas, mainly of central areas in several cities around the world since the end of the XX century and gaining more space of debate and insertion in the simulation of competitiveness and urban marketing of urban managers of the 21st century. The main objective of this research is to study the central region of São Paulo, investigating the regions of Paulista Avenue, Rua Augusta (Baixo Augusta), Praça Roosevelt and Minhocão. The research seeks to understand historically how the integration and evolution of strategic planning processes oriented to cultural stimulation, urban marketing and use of symbolic images in the localities as a form of resignification and revitalization until arriving at the moment of the first discussions and uses of the creative economy and search of the model of "creative city" as a new propeller of development / renovation of the mentioned areas , understanding the perceptions of what has actually occurred and also analyzing the consequences.