The event centers of Multiplan's shopping malls will be transformed into Multiplan Hall spaces. The change began in January, and it is estimated that by the end of February, the four units in operation will already have a new look. For Marcelo Martins, Vice President of Operations, the investment in experience and culture within the malls is a constant focus of the Company. The strategy of unifying the new brand aims to consolidate trust, loyalty, and market value with customers.
The spaces are located at BarraShoppingSul and ParkShoppingCanoas in the south region, and at ParkJacarepaguá and RibeirãoShopping in the southeast region. In May, the inauguration of the fifth event center is scheduled at ParkShoppingSãoCaetano in São Paulo. Together, they have the capacity to accommodate about 10 thousand people.
According to Marcelo, the event centers are another front for Multiplan to offer a complete mix of services and entertainment to customers. The architecture of the spaces was designed to accommodate various event formats, from exhibitions, shows, congresses, fairs, and lectures, to fashion shows, parties, graduations, and performances of music and performing arts.
"In the year Multiplan celebrates 50 years, we decided to unify this brand, not only to differentiate ourselves as a company but also to build a strong identity that generates more and more trust and proximity with customers. Our goal is for people anywhere in Brazil, whether traveling or working, to identify Multiplan Hall as a synonym for excellence and the high standard of quality present in our DNA," says Eduardo Kaminitz Peres, President of Multiplan.
The event centers have already hosted major national artists such as Roberto Carlos and Djavan, and international ones such as the Spanish Julio Iglesias. For 2024, the agenda promises many novelties that will further surprise the audience.
In addition to the event centers, Multiplan will expand its investment in culture. MorumbiShopping in São Paulo will gain a completely renovated and modern theater after the ongoing expansion. PátioSavassi in Belo Horizonte is preparing to receive a new theater, with a capacity of 700 people. The Multiplan Theater at VillageMall, considered a synonym for glamour in Rio de Janeiro, continues with an intense schedule of shows and performances.
"We invest in culture as a differential to attract people into our shopping malls. At the same time, we offer artists an interesting and structured place for their presentations. The theaters are an essential anchor. By aligning ourselves with culture, we are satisfying our audience and generating value for the business," Eduardo concludes.
