The iconic Palacio Barolo was chosen as the most beautiful building in Buenos Aires in a survey with over 600,000 participants. This architectural gem, located at 1300 Avenida de Mayo, was inaugurated in 1923 as the first skyscraper in Latin America and captivated voters in an exercise that combined history, culture, and architecture. The survey was conducted on Instagram and organized by the real estate company Martín Pinus Real Estate.
A Close Contest
The second most voted building was Otto Wulff, located at the intersection of Avenida Belgrano and Perú, in the Monserrat neighborhood. It is a unique construction of German modernism, built between 1912 and 1914..
A Passionate Public Response
Public participation played a key role in the initiative:
“In our posts, we invited people to vote for their favorite building. Every Friday, for several weeks, we published a new video of nominated buildings, generating real enthusiasm among our followers.”
A Love for Buenos Aires and Its Architecture
“We are passionate about Buenos Aires, about both old and modern architecture, about those hidden corners that suddenly transport you to other places in the world,” shared Martín Pinus, director of the real estate firm, explaining the motivation behind the survey.
The initiative began with the publication of photos and videos of emblematic buildings in the city, ultimately captivating the audience.
“For a long time, our social media posts focused on properties for sale, but a year ago, we decided to change our approach. We wanted to connect with people in a more interactive and engaging way,” Pinus said.
From that point on, they started asking for suggestions and nominations from their followers for the most beautiful buildings in the city, creating an active participation dynamic. Each video reportedly reached over a million views, and more than 600,000 people participated, either by voting or commenting. This level of interaction demonstrates the public’s strong interest in learning more about Buenos Aires’ architecture and highlighting the buildings that shape the city’s history.
How Much Does It Cost to Rent or Buy an Office?
Despite its historical and architectural significance, Palacio Barolo remains a highly sought-after property in the real estate market. Today, the building is exclusively used for offices, and residential use is not allowed. Its tenants include professionals from various fields, such as architects, lawyers, IT specialists, and audiovisual producers.
Notably, the building has a 90% occupancy rate. “Properties for sale in Palacio Barolo range between US$1,400 and US$2,300 per square meter, depending on the condition, view, and lighting of each office,” explained Pinus.
Originally designed with 400 offices, the building has undergone modifications over the decades. “The units range from 9 to 200 square meters. Over time, the 400 original units were reduced to about 200 as internal structures were modified and consolidated. The larger offices have private bathrooms, while the smaller ones share restrooms on the same floor, although some also have private bathrooms.”
Did You Know?
Located at 1370 Avenida de Mayo, Palacio Barolo is not just a building but a key part of Buenos Aires’ history. Inaugurated in 1923, it was the first tower in Buenos Aires and all of Latin America. This impressive 100-meter-high skyscraper was a revolutionary challenge to traditional architecture at the time.
Buildings constructed in that era were typically Parisian-style stone structures, featuring classic architectural designs and materials. In contrast, Palacio Barolo was conceived as a modern work in concrete, standing out with a style that defied classification, as it broke away from contemporary architectural trends and introduced something completely new and unique.
A Fusion of Styles and Cultures
Its innovative design was characterized by the artistic use of reinforced concrete, combined with an eclectic style that fused elements from different architectural movements across eras and cultures. It features Gothic influences and striking references to Islamic art from India.
Luis Barolo, a textile entrepreneur, commissioned the building from Italian architect Mario Palanti, who defied architectural norms of the time, favoring a bold and modern style. “At first, Palacio Barolo was met with resistance because it was four times taller than the city’s height regulations allowed. Additionally, its design was completely different from the buildings of Buenos Aires’ elite, who preferred French architecture,” Pinus explained.
A Short Reign as the Tallest Building
Despite its grandeur, Palacio Barolo quickly lost its title as the tallest building in Latin America. In 1928, just five years after its inauguration, it was surpassed by its “twin” in Montevideo, Palacio Salvo. Later, in 1935, the Kavanagh Building in Buenos Aires dethroned it.
The Lighthouse at the Top of Palacio Barolo
One of the most fascinating features of the building is its lighthouse. While it never functioned as a traditional lighthouse due to its central location in the city, it remains one of Palacio Barolo’s most symbolic elements.
Why would someone place a lighthouse in the middle of the city? It’s an extravagant idea, but according to the myth surrounding the building’s architecture, for Luis Barolo, it represented paradise—that is, light, which he associated with God, drawing inspiration from Dante’s Divine Comedy.
The lighthouse, which remained unlit for years, was restored for Argentina’s Bicentennial and now illuminates the city on special occasions.
A Twin in Montevideo
Inaugurated in 1928, Palacio Salvo in Montevideo is an emblematic landmark with a similar character to its counterpart in Buenos Aires. With 29 floors—six more than Palacio Barolo— its design also includes a tower reminiscent of the Buenos Aires original. In both cases, the architecture was inspired by lighthouses, symbolizing the connection between the city and the sea.
Although the two buildings were developed separately, Palacio Salvo has become an unmistakable symbol of Montevideo’s urban heritage, standing out for its imposing architecture and rich history, which links it to its Buenos Aires counterpart, Palacio Barolo. Both buildings share a unique connection, making them regional icons of their time.
A Witness to Buenos Aires’ Evolution
Palacio Barolo is not just a relic of the past; it continues to be a symbol of Buenos Aires’ architectural evolution. Its story of resistance and transformation has made it an enduring icon of the city. Today, more than ever, it serves as a testament to Buenos Aires’ dynamism and modernity.
More than just a part of the city’s skyline, Palacio Barolo bears witness to Buenos Aires’ history and how architecture shapes our perception and experience of a city. People fall in love with its hidden corners, grand façade, and unique story. It is a place where history and modernity meet in a truly fascinating way.
The overwhelming response to the survey and the excitement surrounding Palacio Barolo reflect Buenos Aires residents’ desire to connect with their city through its architecture. The enthusiastic participation in the vote proves that architecture is not just about design—it is a powerful force that evokes emotions, memories, and collective pride.
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