Back to work03 / 06

CHRISTMAS — STATION OF DREAMS | VALE DO AÇO SHOPPING MALL

Estação dos Sonhos (Station of Dreams) brings together the magic of Christmas and Ipatinga’s local identity, transforming Shopping Vale do Aço into a destination for wonder, togetherness and gifts.

A reference board featuring a railway station, a steam locomotive, historic architecture, a snow globe and a miniature Christmas train with Santa Claus.

The concept reimagines the traditional snow globe as a Christmas ornament, bringing this imagery closer to the city’s tropical setting. Inside, a steam locomotive and architectural references evoke cherished local memories. Santa Claus, styled as a cold porcelain figurine, conveys the care and delicacy of handmade craft.

Main Estação dos Sonhos artwork featuring a Christmas ornament, Santa Claus and a steam locomotive, a golden title, the Portuguese tagline meaning “A destination for magic and gifts”, and the Shopping Vale do Aço and Guiauto logos.

These elements create a story of recognition and belonging, inviting people to see their own history reflected in a Christmas world. Shopping Vale do Aço welcomes everyone aboard Estação dos Sonhos: a destination for magic and gifts.

Mockup of a wide outdoor campaign billboard featuring the Christmas ornament, a car, panettone and promotional information.

Presentation of the campaign on a large indoor panel, with the Christmas artwork on the left and promotional information on the right.

Estação dos Sonhos artwork applied to a parking barrier, featuring a red strip and a cutout of the Christmas ornament.

Presentation of the campaign’s vertical artworks on the glass entrance doors at the mall’s Gate 1.

A vertical Estação dos Sonhos banner suspended inside the mall, featuring the Christmas ornament and promotional information.

A coupon exchange counter covered in the Estação dos Sonhos identity, alternating the Christmas artwork with promotional information.

Mockup of the campaign’s red T-shirt, showing the illustrated front and the Portuguese phrase “Can I help you?” on the back.

Mockup of a red bag featuring the golden Estação dos Sonhos title, the campaign tagline, and the mall and sponsor logos.