Franco da Rocha – SP

We were commissioned by the Municipality of Franco da Rocha, in the state of São Paulo, to develop the positioning strategy for Benedito Bueno de Moraes Municipal Park. Although widely used, the park held the potential to be positioned as a major center of gravity, not only for the city’s population but also for the broader region. This regional appeal would further enhance the park’s qualification while anchoring surrounding commercial developments. It was essential to understand who used the park, why they used it, and what improvements could be implemented. Under the concept of well-being, we proposed a three-pillar strategy that embraces additional vocations already present at a smaller scale within the park. This diversity of uses creates optionality, preventing the park from being limited to a single vocation and enabling it to diversify its initiatives and broaden its capacity to attract investment and users. In doing so, the park moves closer to a resilient and sustainable condition.