Category: News

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

With the arrival of summer and the increase in visitor flow across Greater Florianópolis, Continente Shopping stands out as one of the region’s top culinary destinations. The mall is expanding its presence beyond the traditional food court by investing in signature restaurants, specialized operations, and new concepts that encourage visitors to stay longer and turn dining into memorable table moments and meals with a distinctive proposal.

Signature restaurants strengthen the mall’s culinary positioning

Among the highlights is Narbona, a Uruguayan restaurant that brings together—within a single space—a restaurant, a gourmet shop, and its own in-house production facility. The concept allows the public to closely follow the bread-making process, creating a sensory experience that directly supports longer visits during the summer season.

“This concept allows customers to experience Narbona in a complete way. In summer, when people look for lighter and more sensory experiences, we can offer not just a meal, but direct contact with where the products come from—and the chance to take that experience home,” explains Rodrigo Menossi, Narbona’s ambassador in Brazil.

The brand’s Uruguayan identity appears through traditional techniques and recipes, especially in the preparation of meats and pasta, while the appreciation of local ingredients from Santa Catarina helps adapt the menu to seasonality and local taste. The restaurant “keeps its Uruguayan soul, but also speaks to the territory where it operates, resulting in dishes that balance tradition and freshness.” In summer, options such as grilled meats, fresh salads, signature sandwiches, charcuterie boards, handmade pasta, and the in-house bakery take center stage—along with the gourmet shop, which extends the experience beyond the restaurant.

Another culinary highlight at the Boulevard is Forneria Carbone, an Italian restaurant from Grupo Alma that focuses on handmade pasta, classic dishes, and original creations from Trattoria Carbone. The goal is to transport guests to the atmosphere of Italian cuisine, with emphasis on ingredient quality and dish execution. “Our dishes follow a strict standard, from selecting ingredients to delivering them to the customer. We work with fair pricing and a quality level that defines the Forneria Carbone experience,” says Amaro Marques, partner at Grupo Alma.

Integrated into the Boulevard, Forneria Carbone aims to offer more than a quick meal. “The idea is to maintain a premium service standard, where we don’t sell just dishes, but experiences that contribute to the mall’s culinary positioning,” explains Amaro Marques. Among the most popular items are gnocchi with filet mignon medallion, beef parmigiana, and artisanal pizzas—including sweet versions served as dessert.

The Boulevard is also home to Arquipélago Sushi, a restaurant built around a signature concept focused on delivering a complete experience that goes beyond the meal itself. The operation was designed for an audience that prefers environments outside the food court and values comfort and attention to detail.

On hotter days, the restaurant offers light options such as starters, pokes, paired pieces, as well as nigiri and sashimi prepared with always-fresh fish—highlighting in natura cuts and combinations that bring together flavor and lightness, qualities sought after in summer. “Anyone who chooses Arquipélago leaves with the feeling that they didn’t just enjoy a great meal, but lived moments that make them want to come back,” adds Bruno Dias, the restaurant’s marketing lead.

Continente Shopping’s culinary mix continues to grow

In addition to Narbona, Forneria Carbone, and Arquipélago Sushi, Continente Shopping continues to expand its culinary lineup with the arrival of new operations. Recent openings include Havanna, Raroo Special Coffee, Tomato, and Bom Beef, which specializes in selected cuts and preparations. In the food court, Astrobox Pizzaria is also joining the mix, increasing options for different audience profiles.

The mall’s central plaza also brings together restaurants that expand dining possibilities throughout the day. Among them are Madero and Outback Steakhouse, which stand out as options for casual get-togethers and happy hour moments. With menus well known to the public and environments suited to meeting up with friends and colleagues after work, both operations complement the mall’s culinary experience—especially in the late afternoon and early evening.