This research aims to analyze the memory and daily life at MagalhãesBarata Avenue, using the method of Street Ethnography, used as a resource for the preservation of the cultural heritage of the area. This proposal is based on the experience of the researcher and architect of the Goeldi Museum, for over 30 years, which aroused looking at the changes in the former Independence Avenue architecture in this time interval. The choice of the ethnographic method provided a qualitative and closest approach of the avenue residents‘, allowing us to an analysis of the interactions, the memory of the residents, the daily lives of passersby, traditional activities of formal and non-formal working, from the first decades of the XX century. During the immersions in the avenue, we use the interviews to record the historical and affective memory of the passerby, who works and who lives on the avenue, as well as we use the photographic record as a way of highlighting the transformations in the architecture. In response to the guiding research question "How to preserve the architectural diversity of the Avenue, considering the changes that have occurred and the social dynamics of the place?" We conclude that the knowledge gained from the incursions in the field will allow the appreciation of the cultural heritage found in the stretch where a marked change in the customs and local ambience is visible. Through actions adapted by cultural institutions located in the Avenue, we can make the daily activities of the streets, where the human relationships are found, work and friendship ones, as well as routine activities that have the testimony of personal and social events. This is the rescue of cultural memory, an important factor for preservation of the identity of the place.
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