Magalu Opens a Multi-Sensory World with Galeria Magalu
Magalu has unveiled Galeria Magalu, its space in Conjunto Nacional on Avenida Paulista, designed to bring the company’s ecosystem to life in an experiential environment. More than a traditional store, the project integrates Netshoes, KaBuM!, Época Cosméticos, and Estante Virtual into a concept space where shopping, entertainment, and culture intersect, offering a curated selection that democratizes trends, content, and communities.
Ogilvy led the campaign’s strategy and communications, crafting narratives that connect experiences across physical and digital spaces. The agency’s creative challenge was to unite diverse cultures in an inclusive, contemporary way, making the Gallery an iconic space full of memories and emotional resonance.
The launch follows the manifesto 'Galeria Magalu, where everything meets,' which brings the entire ecosystem together in one destination. The campaign features collaborative content with influencers and creators across multiple communities—including gamers, beauty experts, athletes, writers, and makers—who co-create activations, live streams, and proprietary formats from within the Gallery. This approach ensures the narrative maintains a continuous presence and extends its reach across social media.
The identity of Galeria Magalu emerges as a dynamic, living system, shaped by the interaction of AI and human creativity. Its logo reflects the convergence, diversity, and constant movement of the Magalu ecosystem. This visual and narrative framework underpins the ambitious positioning: transforming the store into a cultural and social epicentre where digital meets physical, social meets real, and individual meets collective.
Galeria Magalu embodies a brand platform that responds to the growing appetite for multi-sensory and collective experiences, while reinforcing Magalu’s differentiators: omnichannel integration, trend curation, democratised access, and cultural creation.
The project redefines the point of sale as a meeting point, content hub, and community center, establishing a unique retail model in Brazil. It combines theatre and arena, café and restaurant, continuous programming, and ecosystem brands acting as connectors—all within a single location.
“The Magalu Gallery is born from the meeting of worlds: the physical and the digital, creators and their communities,” said Felipe Cohen, CMO of Magalu. “It will be a space created to be 'Instagrammable' by nature, where every interaction can generate influence and every sale becomes an experience.”
“Ogilvy was responsible for giving the brand its proprietary narrative that integrates the physical and digital, encounters and reunions, uniting many cultures in a living space. The Gallery is a symbol of this transition, where experience becomes content and culture drives business,” added Dani Paris, head of Magalu's team at Ogilvy.
