Almeida Junior won gold in the ‘Christmas Actions’ category at the 2024 Abrasce Award. The awards ceremony took place on Wednesday evening, the 26th, in São Paulo. Held by the Brazilian Association of Shopping Centers (Abrasce), the award aims to recognize innovative projects developed by Brazilian malls in the areas of social, environmental, and economic transformation.
The gold-winning project was the case ‘The Nutcracker comes to life at Garten Shopping’s Christmas with Bolshoi Theatre School of Brazil,’ in the ‘Actions and Christmas’ category. The date was celebrated in an unprecedented way at Garten Shopping in partnership with the Bolshoi Theatre School in Brazil to present “The Nutcracker.” The choice of this traditional and thematically Christmas ballet strengthened Joinville’s cultural identity as the “City of Dance,” and the collaboration with the only extension of the famous theater outside Russia highlighted the property’s commitment to artistic excellence and cultural education. The Bolshoi Theatre School of Brazil’s presentation was pioneering in a mall and served to attract a diverse and engaged audience.
“Winning the 2024 Abrasce award in the ‘Christmas Actions’ category is an immense honor and recognition of our effort to innovate and bring the best to our visitors. We are very happy to offer Joinville a show of the magnitude of The Nutcracker, presented by the Bolshoi Theatre School in Brazil, which, in addition to being a source of pride for all Joinville residents, is one of the world’s most acclaimed dance companies. The pioneering presentation inside Garten Shopping was important to promote access to culture and reinforce our commitment to providing unique, high-quality experiences for the community,” explains Edigar Zimmermann, Superintendent of Garten Shopping.
“We are very proud of this result, which we share with the entire Almeida Junior team,” celebrated Rafael Fiedler, Marketing and Relationship Director at Almeida Junior. “Constant innovation is something inherent to the company, so this recognition we’ve received is a fundamental motivation to continue doing things differently in our malls with each passing year,” he concludes.
Entrepreneurs Panel
Jaimes Almeida Junior, CEO of the company, will participate this Friday, the 28th, in the Entrepreneurs Panel, held by Abrasce, alongside Marcelo Carvalho, partner and vice president of RedeTV! and Renato Rique, president of the Board of Directors at Allos. The CEO of Santa Catarina’s largest mall network will highlight the most effective strategies to attract, retain, and engage consumers and emphasize the role of platform integration in the evolution of consumption. Jaimes will also address predictions on features and services to win and maintain customer attention and attractive activities for consumers.
