São Paulo Municipality
Stadium renovation
São Paulo, Brazil
feasibility + Design + Business Planning
2016 / 2017

The reinvention of an icon

Arena partnered with other 5 companies (Re\Venue, Rai+Velasco, BF Capital, Arap Nishi & Uyeda and JLL) to win the tender promoted by the municipality of São Paulo to select the best concession model for the iconic Pacaembu Stadium in São Paulo, Brazil.

The project developed by the group presented an integrated approach between design, operational planning, commercial strategy, financial and legal viability.

The challenge was to bring Pacaembu back to life, through a transformational and regenerative project, with the reinvention of the existing stadium through new uses and creation of new revenue streams, always combining financial sustainability with a positive impact within the community.

The pillars of the project are the reduction of the stadium capacity for 25.000 and new offers of commercial spaces for innovative and creative business, retail spaces for Independent maker-retailers, cafés and restaurants and the renovation of the entire sports facilities of the complex designated to public use.

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