Mercado Livre, Latin America’s largest e-commerce platform, has just been announced as a finalist for the Abrasce Award 2025, the most prestigious award in Brazil’s shopping center sector. The nomination recognizes the impact and originality of the Creator Shop project, an unprecedented activation held at Shopping Parque da Cidade, which redefined the shopping experience by turning digital content into a form of payment.
Conceived from a clear behavioral insight: Brazilians trust brands with physical presence and recommendations from ordinary people more, the Creator Shop project brought e-commerce into the physical space in an innovative way. For four days, the space operated as a pop-up store for circular fashion, where all available items came from advertising campaigns—used once or never used. The public could purchase clothing from major brands using only content as currency: posts in the feed, stories or reels produced right there, in fitting rooms transformed into studios.
The campaign broke with traditional formats and redefined the point of sale through a proprietary algorithm that priced items based on the type and quantity of content to be published, encouraging creativity and connecting creators, brands, and consumers through an interactive and shareable experience. In just 40 hours, the store sold out 100% of its inventory. There were 624 visitors who produced over 1,800 pieces of content. The campaign resulted in 4.8 million organic impressions on social media and drove a 43% increase in visits to the fashion category on Mercado Livre’s marketplace, along with a 17% growth in purchase intent.
The initiative, which aimed to unite innovation and positive socio-environmental impact, was strategically installed at Shopping Parque da Cidade, lifestyle center known for its commitment to sustainability and social values, pillars also highlighted by the Abrasce Award.
For Thaissa Moreno, Marketing Manager at the Shopping Center, the partnership between the commercial center and the e-commerce platform reinforces both parties’ commitment to promoting actions that generate positive impact on society and the environment: “Beyond boosting fashion within the ecosystem, the Creator Shop also delivered sustainable value and a new way to engage with the audience, results highly valued by our establishment,” concludes Thaissa.
“The Creator Shop is a success story that demonstrates the power of innovation in retail,” says Cainã Meneses, COO of JNTO and Trendspace, companies under W7M Investments Group. “By turning digital content into currency, the project achieved exceptional engagement, significantly boosting the fashion category on Mercado Livre and increasing purchase intent. These are concrete results that validate our bet on creative, customer-oriented solutions, reinforcing the potential of physical-digital synergy for the future of the sector.”
The award will be presented on June 25, 2025, at the WTC Events Center in São Paulo, bringing together the sector’s top names and celebrating the best initiatives of the year. Being named a finalist positions the Creator Shop project as a benchmark for innovation in phygital retail and strengthens Shopping Parque da Cidade’s positioning as an establishment committed to sustainability, innovation, and visitor well-being.
