Category: News

Garten Night Run brings together more than 600 athletes in Joinville

Night runs held inside shopping malls have been gaining space in Santa Catarina’s sports calendar, attracting both runners and audiences interested in unique experiences. The first edition of the Garten Night Run, held on the night of February 21 at Garten Shopping, brought together more than 600 athletes across the 2.5 km and 5 km indoor courses, set through the mall’s internal corridors and parking areas.

Starting at midnight, the race transformed the shopping mall into a lit circuit with music and partner activations, offering a sports experience that combines physical activity and entertainment. The men’s 5 km champion was Anderson Tavares Correia, finishing in 17 minutes and 50 seconds, while the women’s champion was Maria Clara Venero, with a time of 22 minutes and 11 seconds. The fastest athlete in the category highlighted that, despite her experience in races, this one had a different atmosphere. “It was a challenging race because it was a new course, but it was well marked. It was also very lively, with music, DJ, mascots. Tonight was unforgettable,” said Maria.

In the 2.5 km category, the women’s champion was Rafaela Barbara, who completed the race in 10 minutes and 13 seconds. The men’s champion was 17-year-old Vitor Junior Marques, who finished in 9 minutes and 2 seconds—enough to earn his first overall championship podium. “I’ve been running since 2022 and have been consistent, but I had never run in this kind of environment. It was really cool—the race was fun and the route inside the building really stands out. And since it’s the first time I’ve won a trophy, I feel very happy. I came to support a friend with no expectations and ended up winning. Garten will have a special place in my running journey,” said Vitor.

The program also included a group warm-up before the start and an awards ceremony after participants finished.

The race is part of the indoor running circuit by Almeida Junior Group, a leader in the shopping center market in Santa Catarina, with a 71% market share in the state. The circuit debuted in 2025 at Continente Shopping, bringing together 500 athletes in the first edition of the Continente Night Run—the first indoor race held inside a shopping mall in the group’s portfolio. The proposal is to expand the format to different cities across the state throughout 2026, establishing the races as part of the regional sports calendar.

According to Garten Shopping’s Marketing Manager, Priscila Damiani, the public’s response confirmed the appeal of the format. “The participation of runners and spectators showed the potential of indoor races as a sports and leisure option in the city,” she stated.

The technical organization of the race was handled by Number Esportes, with support from partners involved in the structure and activations. The course was designed to make use of different areas of the mall, connecting internal corridors, ramps, and parking spaces, offering a unique experience for participants.

With strong public reception, new stages of the indoor circuit are already confirmed in different cities across Santa Catarina.

Upcoming 2026 indoor race schedule

April 19 – Nações Shopping – Criciúma
September – Balneário Shopping – Balneário Camboriú
September 12 – Neumarkt Shopping – Blumenau
September 26 – Norte Shopping – Blumenau
October 27 – Continente Shopping – São José

Carlos Ferreirinha, Cathy Schroeder, and Guto Rocha will discuss consumer behavior, global insights, and the future of Brazilian retail for 2026.

Garten Shopping is debuting a brand-new event in the region with the first edition of the Garten Retail Experience. A series featuring three speakers will take place on February 25 and 26 at 7:30 PM in the shopping mall’s Event Square. The initiative aims to spark reflection, anticipate market movements, and connect retailers, entrepreneurs, and the general public with the main trends shaping contemporary retail. Participation is free and open to everyone.

According to Priscila Damiani, Marketing Manager of Garten Shopping, the event reinforces the mall’s positioning as an active agent in the development of regional retail. “Garten aims to be a driving force in the region by bringing the best practices in luxury management, consumer behavior, and innovation. Our goal is to create an environment where retailers, entrepreneurs, and customers can access high-level strategic content and expand their knowledge. Retail is constantly evolving, and we want to stay ahead of this movement, connecting Joinville and Santa Catarina to the discussions shaping the future of the sector.”

“The Age of Experiences” with Carlos Ferreirinha

The event opens on the 25th with one of Brazil’s leading experts in luxury management intelligence, consumer behavior, and branding: Carlos Ferreirinha. In his talk, “The Age of Experiences,” he will share content, connections, and insights on the main retail movements for 2026, exploring experience as a strategic asset and highlighting key “windows of opportunity” for brands and businesses.

A pioneer in translating luxury management intelligence in Latin America, Ferreirinha has built a nearly 40-year career, including roles at EDS – Electronic Data Systems – and as General Director of Louis Vuitton Latin America, the Caribbean, and Brazil. He is the founder of MCF Consultoria, Bento Store (recognized among the most innovative retail operations), and ABRAEL – the Association of Luxury Brands and Companies. He is also a member of the Abramark Hall of Fame and the author of the books “Taste Does Not Regress” and “A Look at the Extraordinary.”

Global trends and post-NRF: what retail needs to solve now

On February 26, the event continues with a strategic talk featuring Cathy Schroeder – Chief Marketing Officer of Riachuelo, Casa Riachuelo, Fanlabs, and Carters – and Guto Rocha, VP at Pmweb, co-founder of Oto CRM, advisor to Criamigos, and partner at Gramado Summit. Together, they will connect the main insights from NRF 2026 to the reality and opportunities of Brazilian retail.

Cathy will present branding, communication, and 360° marketing strategies from one of the most relevant retail groups in the country, highlighting the power of storytelling and innovation as tools to connect with consumers.

The content bridges global trends with local initiatives and highlights opportunities in technology, management, marketing, data, and customer experience, always with a practical and applicable approach for retailers, brands, and managers.

What is NRF and why it impacts global retail

The NRF (National Retail Federation) is the world’s largest retail association and organizes, annually in New York, the NRF Retail’s Big Show, considered the industry’s leading global event. The 2026 edition emphasized topics such as artificial intelligence, personalization, omnichannel integration, and the value of physical experience.

The event highlighted the need for fast, data-driven decisions, with integrated strategies that combine technology and human connection. More than presenting trends, NRF provides practical pathways for companies aiming to remain competitive in a rapidly changing environment—a discussion now brought to Joinville through the Garten Retail Experience.

By bringing together nationally and internationally recognized experts, Garten Shopping strengthens its role as a hub for business, content, and experiences, reinforcing the retail ecosystem in the region.

SERVICE

What: Garten Retail Experience 2026 – 1st edition
When: February 25 and 26, at 7:30 PM
Where: Event Square, Garten Shopping – Joinville (SC)
Admission: Free and open to the public

Summer Vibes Arena arrives at Balneário Shopping with an immersive makeup, skincare, and exclusive summer content experience

Balneário Camboriú is one of three destinations in Brazil to host the Summer Vibes Arena, Sephora’s beauty event taking place from February 5 to 8 at Balneário Shopping. The activation is part of the Summer Vibes campaign, bringing the brand experience beyond the traditional store environment with a fun, vibrant concept connected to the season’s most-loved brands.

The Arena is an immersive space styled with the campaign’s visual identity, where visitors can try products, discover the season’s key launches, and learn beauty tips from specialists across categories such as makeup, fragrances, and skincare. The experience also includes Instagrammable areas and interactions led by sought-after brands from Sephora’s portfolio.

One of the campaign’s highlights is the arena format, which combines express stations with an exclusive content-creation space—turning the shopping mall into a Sephora experience hub. Along the route, consumers take part in different activations from participating brands and, at the end, are invited to visit the Sephora store in the mall, where they can enjoy special benefits, samples, and exclusive gifts. The event has already been held at Center Norte mall in São Paulo and Barra Shopping in Rio de Janeiro, concluding in Balneário Camboriú.

“Hosting the Summer Vibes Arena reinforces Balneário Shopping’s positioning as a destination that values exclusive experiences connected to the beauty and lifestyle universe. Sephora’s concept resonates with our audience, who are always tuned in to seasonal launches and brands that translate the latest trends,” says Fernanda Flávia, superintendent of Balneário Shopping.

Summer Vibes Arena: Sephora
When: February 5–8
Where: Balneário Shopping, Level L2, next to Riachuelo