Category: News

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.

Action reinforces the positioning of Santa Catarina’s largest shopping center chain as a reference in style, lifestyle, and trends

International supermodel Carol Trentini returns to star in the fashion campaigns of the Almeida Junior group. The Winter’25 editorial was shot at Balneário Shopping through the lens of renowned fashion photographer Fabio Bartelt and marks the beginning of the campaign at Balneário Shopping and the group’s other shopping centers, which are receiving their fall and winter collections.

Inspired by the chromatic palettes forecasted by trend platforms such as Worth Global Style Network (WGSN) and Coloro, the campaign reinforces Almeida Junior’s positioning as the main fashion reference in Southern Brazil. Featured is a curated selection of looks that translate the spirit of the season—sophisticated and signature—aligned with supermodel Carol Trentini’s lifestyle.

With over two decades of career experience and iconic runway shows for brands like Chanel, Versace, and Yves Saint Laurent, Carol represents the natural elegance and modern attitude that define the identity of the Almeida Junior group’s shopping centers. A resident of Balneário Camboriú, the model has an authentic connection with Balneário Shopping, being a regular visitor along with her family.

The Winter’25 campaign production is signed by Almeida Junior’s creative House and features a contemporary visual concept. “The partnership with Carol Trentini represents a strategic alignment between global excellence and Almeida Junior’s regional identity. As an icon of international runways and a resident of Balneário Camboriú, Carol brings a unique authenticity to our campaign. The model understands the global trends we showcase in our windows and also lives the lifestyle that our shopping centers promote in Southern Brazil,” explains Rogério Alves, Marketing and Relationship Director at Almeida Junior.

The campaign will also be featured at the chain’s shopping centers: Garten Shopping (Joinville), Continente Shopping (São José), Neumarkt Shopping (Blumenau), and Nações Shopping (Criciúma).

Winter’25 Credits:

Agency: House Almeida Junior

Creative Director: Cristiano Bilhalva

Copywriting: Sandro Akira

Art Assistants: Clarissa Spinello and Matheus Neves

Videomaker: Sérgio Tolentino

Making-Of:

Yard Traffic: Brenda Shimizu

Production: Gisele Onofre, Adilson da Cunha Junior, and Douglas Heinzen

Approval: Rogério Alves, Tania Nascimento, and Fernanda Flavia Silva Model: Carol Trentini (Way Model) Agent: Dando Baumgartner

Photographer: Fabio Bartelt (WBorn)

Executive Production: Lua Souza (Way Star)

Photography Team:

Glory Agency

Beauty Artist: Nathan Cruz

Stylist: Jéssica Schneider

Scene Direction: Guilherme Menegheli

Camera Operators: Gustavo Luciano de Toledo and Gabriel Jacques

Promotion runs until June 15 at the group’s six shopping centers and will give participants the chance to win an electric Volvo EX30 Plus per shopping center

One of the most celebrated dates in commerce and for lovers begins at Almeida Junior shopping centers, Santa Catarina’s largest company in the sector, with the arrival of Valentine’s Day, celebrated on June 12. To make the shopping experience even more special, customers at the group’s shopping centers can participate in the Valentine’s Day campaign until June 15 and enter to win a Volvo EX30 Plus, a 100% electric model valued at R$270,000.

To participate, simply accumulate R$300 in purchases, including parking, and the customer receives a lucky number. Those who reach R$1,500 in receipts also receive 10 bonus lucky numbers. Coupons can be generated in the AJFans app or at the shopping centers’ exchange counters until June 15 at 11 PM. The drawing will be on June 18, and the winners’ names will be announced on the 20th.

Participating in the promotion are Balneário Shopping (Balneário Camboriú), Garten Shopping (Joinville), Nações Shopping (Criciúma), Neumarkt Shopping (Blumenau), Norte Shopping (Blumenau), and Continente Shopping (Greater Florianópolis). “This is a strategic campaign to consolidate our leadership in the Santa Catarina market. We want our customers to associate our shopping centers with premium experiences. This way we establish a competitive advantage and position ourselves aspirationally, making our brand even more desired and admired,” says Rogério Alves, Marketing and Relationship Director at Almeida Junior.