The Mercado Livre, the largest e-commerce in Latin America, has just been announced as a finalist for the Abrasce Award 2025, the main award in the Brazilian shopping center sector. The nomination recognizes the impact and originality of the Creator Shop project, a unique activation carried out at the Shopping Parque da Cidade, which redefined the shopping experience by transforming digital content into a form of payment.
Conceived from a clear behavioral insight: Brazilians trust more in brands with physical presence and recommendations from common people, the Creator Shop brought e-commerce to the physical environment in an innovative way. For four days, the space operated as a circular fashion pop-up store, where all available items came from advertising campaigns – used only once or never used. The public could acquire clothes from top brands using only content as currency: posts on the feed, stories, or reels produced right there, in dressing rooms transformed into studios.
The campaign broke with traditional formats and redefined the point of sale through a proprietary algorithm responsible for pricing the pieces based on the type and quantity of content to be published, encouraging creativity and connecting creators, brand, and consumer through an interactive and shareable experience. In just 40 hours, the store had 100% of its stock sold out. 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 led to a 43% increase in visits to the fashion category on the Mercado Livre marketplace, as well as a 17% growth in purchase intent.
The initiative, which sought primarily to combine innovation and positive socio-environmental impact, was strategically installed at the Shopping Parque da Cidade, a lifestyle center known for its commitment to sustainability and social values, pillars also highlighted by the Prêmio Abrasce.
According to Thaissa Moreno, Marketing Manager of the Shopping Mall, the partnership between the shopping center and e-commerce reinforces the commitment of both parties to promote actions that generate positive impact both in society and the environment: “In addition to boosting fashion within the ecosystem, the Creator Shop also delivered sustainable value and a new way to engage with the public, outcomes highly valued by our establishment,” Thaissa concludes.
“The Creator Shop is a successful case that demonstrates the power of innovation in retail,” says Cainã Meneses, COO of JNTO and Trendspace, companies of the 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 commitment to creative solutions focused on customers, reinforcing the potential of synergy between physical and digital 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 main names in the industry and celebrating the best initiatives of the year. Being recognized as a finalist positions the Creator Shop project as a reference in physical-digital retail innovation and strengthens the position of Shopping Parque da Cidade as an establishment committed to sustainability, innovation, and visitor well-being.
