Above you can see a September 1932 advert from the magazine Vida Doméstica about a project called Gavelandia, in São Conrado. The then-deserted neighborhood started to interest investors and the advert to occupy the area was directed towards them. The captions, using advertising-speak of the time, say the following:

Upper image of the ad: A dream that will soon be concrete reality. GAVELANDIA, symbolic standard of the creative and dynamic energy of Land Investors Trust. Gavelandia, seen from on high, is located on the closest superb elevation to the Atlantic coast, glamourously arising and covered in buildings in successive plateaus. The mountain and the sea combine their elements of beauty and health to fulfill the enchantment of the prettiest Atlantic neighborhood of the shapely capital of Brazil.”

Lower image of the ad: “The irrefutable photographic documentation and the magnificent view of Gavelandia as it is seen: the sea as background (…illegible…)…