To the west of São Paulo, the Vila Madalena district has become the heart of the city's bohemian population of artists and intelligentsia. Attracted by the cheap rents, students were the first to move here in the 1970s, following the creation of the USP campus at Butantã. The Ruas Aspicuelta, Girassol and Purpurina are rich in bars and botecos, which are packed come the evening. Bookshops, art galleries and fashion boutiques have sprung up like mushrooms.