Out-of-Home Media and Urban Renewal in Brazil
Large-format digital out-of-home projects aim to combine lighting, pedestrian foot traffic, and urban renewal across Brazilian state capitals.
The rollout of large-scale LED displays in São Paulo's historic downtown and other Brazilian capitals is gaining traction as a driver for urban renewal. Drawing inspiration from international hubs, projects use outdoor media to enhance public lighting, foot traffic, and street safety.
Luís Felipe Loli Argello, CCO of We OOH, discussed the relationship between large-format out-of-home media and the revitalization of downtown areas across Brazil in a conversation with Bruno Gimenes on Marketing - The Podcast. The discussion spanned from the Boulevard São João project in São Paulo to initiatives in Brasília, Curitiba, and Porto Alegre.
The Boulevard São João project in São Paulo
The discussion surrounding the creation of an illuminated hub in São Paulo's historic downtown, frequently compared to Times Square, involves partnerships between the public sector and local investors. Led for five years by Thiago, founder of We OOH, the Boulevard São João project has secured support from municipal and state governments by positioning digital media as a core component of urban renewal.
Argello emphasizes that the proposal goes beyond traditional advertising: "Mayor Ricardo Nunes and Governor Tarcísio embraced the idea and understood that this isn't just media; it's regenerative media—it's about bringing back the life downtown has been missing." The involvement of investors like Fábrica de Bares, operator of Bar Brahma and other venues in the area, aims to draw pedestrians and families back to public spaces through lighting, events, and enhanced security.
Out-of-home media in heritage zones and the Brasília case
Installing digital displays in historic centers faces strict zoning regulations and heritage conservation rules. In Rio de Janeiro, where street furniture concessions cover public clocks and bike-share stations, the high concentration of protected heritage sites downtown poses significant constraints for new large-format billboards.
By contrast, Brasília presents a unique scenario planned from its inception. In 1959, urban planner Lúcio Costa specified in the federal capital's master plan that the upper-platform facades of the North and South sectors should feature illuminated billboards inspired by Times Square and Piccadilly Circus. This historic provision enabled the installation of two LED screens exceeding 1,000 square meters right in the center of the heritage-listed city.
Expansion to Curitiba and Porto Alegre
Other Brazilian capitals are also incorporating large-format digital networks into architectural projects. In Curitiba, the installation of a network of five to six digital screens boosted local foot traffic. Meanwhile, in Porto Alegre, operations include displays at the city entrance and the area's first corner 3D digital billboard at Shopping Pontal.
For Argello, expanding these networks depends on aligning commercial return with urban impact: "We strive to bring regenerative media to these city centers to give purpose to having a building wrap or a billboard. It's not just media for media's sake—obviously, nobody works for free—but it's not solely about monetary delivery; it's about delivering a sense of purpose."
In the video above, Argello details the regulatory history of these markets and the dynamics of integrating digital formats into the urban landscape of Brazilian cities.