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Pacaembu Stadium

Where tradition and history meets the future: The Reinvention of an Icon.

Arena partnered with 5 other companies (Re\Venue, Rai+Velasco, BF Capital, Arap Nishi & Uyeda and JLL) to win the tender promoted by the Municipality of São Paulo to select the best concession model for the iconic Pacaembu Stadium in São Paulo, Brazil.

The project developed by the group presented an integrated approach between design, operational planning, commercial strategy, and financial and legal feasibility.

The challenge was to bring Pacaembu back to life, through a transformational and regenerative project, with the reinvention of the existing public and not well-maintained stadium through new uses and new revenue streams, always combining financial sustainability with a positive impact within the community.

The pillars of the project are the reduction of the stadium capacity from 37.000 to 25.000 spectators. New commercial space offers innovative and creative business, retail spaces for Independent maker-retailers, cafés, restaurants, and the renovation of the entire sports facilities complex, that will remain to public use.


São Paulo Municipality


  • Feasibility Study
  • Architecture
  • Budget Development
  • Business Planning
  • Operational Model
  • Legal Analysis


São Paulo, Brazil




  • 3 year development project
  • Historic Preserved Building
  • Feasible Economic Model
  • Iconic Stadium

Adding value to deliver long-lasting legacies

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