Category: News

The magic of Christmas has already arrived at the shopping centers of the Almeida Junior Group, the largest shopping center network in Santa Catarina, with decorations that enchant visitors and the Solidarity Tree campaign, which showcases the true spirit of solidarity during this time of year. In 2025, the campaign will benefit children supported by social institutions in different regions of the state.

The campaign invites the public to participate in a meaningful gesture: choosing a card from the Solidarity Tree, purchasing the gift, and delivering it along with the card to the Concierge of each shopping center. Each card contains the name and age of the child benefiting, allowing for a closer connection between the donor and the recipient.

At the six shopping centers of the group, the trees are already set up, and donations can be made until mid-December. In Balneário Camboriú, Balneário Shopping collects toys for children supported by institutions such as Lar da Criança Feliz, Lar Dom Bosco, AFADEFI, and LAS Padre Jacob. In Greater Florianópolis, Continente Shopping receives gifts for the Creche Vinde a Mim as Criancinhas (CVM), a philanthropic institution that has been working in early childhood education for nearly 50 years.

In Joinville, Garten Shopping directs the campaign to the institutions Lar Emanuel and Lar Adbom Batista. In Criciúma, Nações Shopping collects toys for children supported by the Nossa Casa and Abadeus entities. In Blumenau, Neumarkt Shopping promotes the campaign in support of Casa de Acolhida São Felipe Néri. At Norte Shopping, also in Blumenau, the Associação de Amigos, Pais e Portadores de Mielomeningocele (AAPPM) will be the beneficiary.

“The Solidarity Tree is one of the most meaningful actions on our calendar because it fosters a sense of community and empathy among visitors. The donated gifts represent affection and hope for children who are hoping for a more special Christmas,” highlights Rogério Alves, Marketing and Relationship Director of the Almeida Junior Group.

Christmas at Almeida Junior Shopping Centers

In addition to the special campaign, Almeida Junior shopping centers are ready to welcome the public in an environment full of joy and emotion. The Christmas program includes the 2025 Christmas Campaign, which will raffle six Jeep Commander Longitude vehicles, one at each shopping center of the group. The promotion is valid from November 6, 2025, to January 11, 2026, with the drawing by Loteria Federal on January 14. For every R$ 300 spent, the customer receives a lucky number to participate.

Visitors can also enjoy the traditional Christmas decorations, which transform each space into a fairytale setting. Themed attractions, children’s workshops, musicals, immersive experiences, and of course, the presence of Santa Claus complete the enchanting and joyful atmosphere, making Christmas unforgettable for the whole family.

After being discovered in the selections of the “Me Nota Way” project, an initiative created through a partnership between Almeida Junior and WAY Model Management, young models from Santa Catarina took to the catwalks of São Paulo Fashion Week, the country’s largest fashion event. This achievement marks the beginning of a new chapter in the careers of regional talents and boosts new promises for the national fashion scene.

Created in 2025, the partnership traveled through the six Almeida Junior shopping centers in Santa Catarina, offering free and open selection processes to the public in collaboration with one of the most renowned agencies in the country. Throughout the stages held in Balneário Camboriú, Blumenau, Joinville, Criciúma, and Greater Florianópolis, the project attracted over 1,500 registrations and revealed 26 new talents to the fashion industry. The Final Selection, with the pre-selected candidates, was held in a fashion show at Continente Shopping, gathering representatives from all regions of the state, including names like Will Chessy, from Palhoça, and Clara Liotto, from Blumenau, who are now part of the WAY model roster and walked the catwalks at SPFW.

“Before participating, I had always imagined being at SPFW one day, but I thought it would take two or three years. When I realized it, it had happened in just four months!” says model Will Chessy, still surprised by the rapid turnaround in his career. He points out that the biggest challenge was adapting to the intense preparation routine before the event. “Spending a month away from home, in another state, was challenging, but I came back with a lot of learning: understanding how to behave, develop, and prepare for the catwalk.”

For WAY model Clara Liotto, walking at SPFW represented a very special achievement at the beginning of her career. She recalls with emotion the moment she was selected for Me Nota Way: “I screamed inside the car when I received the message that I had been chosen! When I got the news that I would be represented by WAY, I hugged my parents crying. It was a dream coming true.”

The model also highlights the impact of the project in discovering and valuing young talents from Santa Catarina. “Me Nota Way gives visibility to new faces and creates opportunities that once seemed distant. The team travels through several cities, ensuring no one with this dream is left behind.”

For Rogério Alves, Almeida Junior’s Marketing and Relationship Director, watching the talents on the SPFW catwalks symbolizes the success of the partnership. “Fashion has always been part of Almeida Junior’s DNA. Seeing young people from Santa Catarina, discovered within our shopping centers, reaching one of the largest fashion events in the country is a source of pride. It’s proof that Me Nota Way fulfills its role of inspiring and opening doors.”

The partnership between Almeida Junior and WAY Model Management remains active to strengthen the fashion market in Santa Catarina and expand the reach of the state’s talents. “We hope this partnership serves as a starting point for new promising careers, strengthening the fashion market in Brazil and expanding its global visibility. We want WAY Model to be able to find and shape great talents who can shine on catwalks and in major campaigns,” says Anderson Baumgartner, director of WAY Model.