Have you ever thought about going to a restaurant that’s a veritable secret museum filled with Coca-Cola memorabilia? Free Port, in Santana, is a pay-by-weight restaurant in São Paulo that, in addition to a self-service lunch, offers the experience of exploring a brand exhibition featuring an extensive private collection.
The 600-square-meter establishment has an unassuming appearance, and passersby on the street would never imagine the collection it houses. Opened in the 2000s, Free Port was initially intended to be a beer hall but eventually began operating as a restaurant.
The name “Free Port,” in fact, was part of the concept originally designed for the beer bar. The nautical decor was meant to make customers feel as if they were stepping onto a ship on the high seas inside the establishment. However, the Coca-Cola collection grew over the years and became the venue’s trademark.
Homero Cesar Rodrigues, the business’s owner and manager, says there are still pieces from his personal collection stored at home, in addition to the dozens on display for restaurant patrons.
It’s important to note that the brand has no connection to the family. It all began on Homero’s honeymoon in 1982, when he and his wife traveled to England and were served a Coca-Cola in a bottle with an aluminum screw cap—completely different from the ones we had in Brazil.
That was the first item in the collection, which is currently possibly the largest private collection of the brand on display in the country. However, despite this claim, the family does not disclose the exact number of pieces it owns.
The Free Port Collection: Coca-Cola Restaurant and Museum
Despite its reputation as an unofficial Coca-Cola exhibition, the collection is not typically organized or cataloged as such. The objects line the walls, hallways, windows, and shelves, blending in with the restaurant’s everyday items.
There are even entire rooms decorated in red and white, which reinforces the idea that it is a secret museum hidden in the heart of São Paulo’s North Zone.
Among the objects, the ones that stand out the most are the large bottle sculptures. One of them measures nearly 2 meters! It is made of pumice and features inscriptions reminiscent of Egyptian hieroglyphs. And speaking of giants, right at the entrance you can already see a large polar bear, one of the icons from the brand’s advertisements.
In addition, various Brazilian bottles from different eras are on display, ranging from examples from 1955 to an 185-ml bottle from 1942 . One of the rarities in the collection is a commemorative bottle linked to the inauguration of Luiz Inácio Lula da Silva in 2007.
Still on the topic of bottles, the Free Port restaurant features 50 international items at the bar. Among other items such as paintings, replicas, labels, and vintage souvenirs, the establishment also has miniatures of beverage delivery trucks and even an R2-D2 from Star Wars, customized with the brand’s logo.
The property also features a room with a tavern-like atmosphere, which was part of the original concept for the beer hall. One of the spaces was even renovated in 2008 to host filming for the TV Globo soap opera “A Favorita.”
Die-hardCorinthians fans Homero and his son Homerinho also have an extensive collection of jerseys from the São Paulo-based team. The space also hosts and organizes collectors’ gatherings.
Visit the Coca-Cola-themed restaurant!
Free Port’s menu follows the typical self-service format and features everyday Brazilian cuisine, including pasta, salads, and hot and cold dishes. In fact, what really sets it apart—aside from the decor—are the specific days when Japanese and Arabic cuisine are served.
The restaurant is located at Rua Doutor Zuquim, 130, in Santana. It’s generally open Monday through Saturday, from 11 a.m. to 3 p.m. (except on holidays). The restaurant also offers delivery service during those same hours, so you can order without leaving home!
