Santa Catarina’s largest shopping center chain stands out in the ‘Events and Promotions’ and ‘Innovation’ categories
Almeida Junior, Santa Catarina’s largest shopping center chain, is a finalist for the 2025 Abrasce Award with four cases in the “Events and Promotions” and “Innovation” categories. The award, promoted by the Brazilian Association of Shopping Centers (Abrasce), recognizes projects that stand out for their social, economic, and cultural transformation in the sector. The awards ceremony will be held in São Paulo on June 25.
In the Events and Promotions category, three initiatives were selected. Balneário Shopping is competing with the ‘Balneário Experience’ project, created to transform the space into an environment of experiences and human connections, with a strategic program of experiences including intimate events, talks, wellness activities, gastronomic gatherings, and exclusive masterclasses. Garten Shopping is among the finalists with the ‘Uma Noite no Garten’ (A Night at Garten) initiative, the property’s first multisensory festival, which brought artistic performances, living window displays, and sensory experiences to the public after the shopping center’s closing, in addition to promoting fundraising for flood victims in Rio Grande do Sul. Norte Shopping was selected with ‘Oktober Kids 2024’, which established Blumenau’s first children’s German festival, integrating children into Germanic culture through traditional parades, shows, and a children’s royalty contest, with extensive digital mobilization and community involvement.
In the Innovation category, the company is competing with the ‘Almeida Junior LED Media Circuit’ case, an initiative that implemented 137 LED displays strategically distributed across the chain’s six properties. The project represents a breakthrough in the Out of Home (OOH) digital media sector, combining technology, high-impact formats, and regional integration. In addition to significantly increasing average ticket and attracting over 140 advertising brands, the circuit has become a platform for communication, entertainment, and engagement with the public.
For Rogério Alves, Marketing and Relationship Director at Almeida Junior, being among the Abrasce Award finalists is a significant recognition of the company’s trajectory. “Being among the finalists with four cases in such strategic categories highlights our proactive role in transforming retail. Almeida Junior’s shopping centers are ecosystems of experiences that generate authentic connections between brands and people. Each finalist project reflects our ability to create value and positively impact the communities where we operate,” he emphasizes.
