Secret Museum Hides in Plain Sight: São Paulo's Coca-Cola Collection

A secret museum tucked away in São Paulo's North Zone is hiding in plain sight. The Coca-Cola Free Port restaurant, located in Santana, serves lunch by weight and boasts a staggering collection of brand memorabilia.

Owner Homero Cesar Rodrigues began collecting Coca-Cola items on his honeymoon in 1982, when he was served a bottle with an aluminum screw cap - a far cry from what was available in Brazil at the time. Today, the restaurant's collection is estimated to be the largest private collection of its kind in the country.

The 600-square-meter establishment features a vast array of items, including large bottle sculptures, Brazilian bottles from different eras, and even an R2-D2 customized with the Coca-Cola logo. Visitors can also explore rooms decorated in red and white, which reinforce the idea that it is a secret museum hidden in plain sight.