Roberto Santiago and the Mall Culture of Brazil

The shopping appetite of the middle class in Brazil post-2000 gave a sudden push to shopping mall industry of the country. Most of the shopping malls that started in the early 90s failed to address the changing tastes of customers and lost them to new shopping malls in the country. But, a few of them survived by understanding the needs of visitors and responding to those in a highly encouraging way. The prominent one among them is Manaira Shopping in Brazil in João Pessoa, a mall established by Roberto Santiago in 1989. Interestingly, the vision and strategies of Santiago played a major role in making the most popular shopping destination in the city.

 

Santiago foresaw the growing middle class of the country by early 90s and identified a potential opportunity in providing a world-class shopping experience to them. He was sure that it should be beating the times and sustaining for long. With that mission, he opened the shopping mall in 1989. Interestingly, he was bringing the best shopping experience to his mall and reviewed the new options he could make for the customers. He made the mall going for five major expansion since it opened, and currently, it occupies in an area of 92,500 square meter ground area with a parking capacity for over 3,000 vehicles. His innovation has inspired the other players in the industry and significantly improved the quality of service and features of the Brazilian malls.

 

Manaira Shopping has everything from shopping to services. It offers excellent dining choices, entertainment options, most modern cinema halls, gym, and more. While coming to shopping, it has more than 200 national and international consumer brands, where everyone has a choice for them. The mall serves as the important fashion destination for people of Paraiba state. The mall has a large food court that offers dining choices from many major fast food chains and exotic high-end restaurants. It houses Bonaparte, Bob’s, Amore di latte, A Cabana do Possidônio, Burger King, Coffee Shop São Braz, Camarão & Cia, and more. The multiplex operated by Cinépolis with 11 halls studded with features like stadium system and VIP cinema experience.

 

While coming to entertainment, the mall has a Game Station with nearly 200 gaming machines and covers a 1,800 square meters area. The mall also operates a two-floor party hall called Domus Hall with a capacity of 8,000 people. It is the hottest destination for major shows, college functions, corporate entertainment programs, and more in the city. Strike Bar is another attraction that offers a cozy atmosphere to enjoy the evenings with friends and colleagues. Interestingly, the mall has set up a child fun and play center called Pirlimpimpim; it helps the people to leave their children in the play center and continue with their shopping.