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Date
2016-2018
Location
Brazil
Services provided
Where tradition and history meet the future: the reinvention of an icon.
We partnered with 5 other companies, Re\Venue, Rai+Velasco, BF Capital, Arap Nishi & Uyeda and JLL, to win the tender promoted by the Municipality of São Paulo for the best concession model for the iconic Pacaembu Stadium in São Paulo, Brazil.
The project presented an integrated approach combining design, operational planning, commercial strategy, and financial and legal feasibility.
The challenge was to bring Pacaembu back to life through a transformational and regenerative project, reinventing the existing stadium through new uses and revenue streams while balancing financial sustainability with a positive impact on the community.
The project's key pillars include reducing stadium capacity from 37,000 to 25,000 spectators, introducing new commercial spaces with innovative retail, independent makers, cafés and restaurants, and renovating the entire sports facilities complex for continued public use.
