Juiz de Fora – MG

Estrela Urbanidade, a renowned real estate developer based in Juiz de Fora, initially approached us to develop the concept and guidelines for the occupation of the remaining commercial public spaces within one of its developments. Originally comprising 15,000 square meters, the area, following co-creation workshops and active community engagement, revealed itself as a potential new centrality that could anchor the city’s southern zone. Within this emerging centrality, informally referred to as “Centro 2.0,” we reinterpreted identity elements of downtown Juiz de Fora, such as its intricate system of commercial galleries and pedestrian walkways, translating them into a contemporary experience that is at once familiar and surprising. Structured around the vectors of culture, well-being, innovation, and gastronomy, the new area was envisioned as a mixed-use centrality, also incorporating residential units.

“We have developed several projects in partnership with Bloom Consulting.

From planned neighborhoods and residential developments to, above all, the qualification of public spaces.

True placemaking.

All projects were grounded in extensive research, with deep fieldwork and multiple complementary sources. But the real strength comes next: co-creation, carried out through diverse dynamics and involving all stakeholders connected to the project.

Following this process, the placemaking proposal is structured in every detail, making it fully applicable to urban planning, architecture, and landscape design, while also providing valuable inputs for naming, marketing, and commercial strategies.

Finally, and in our view most importantly, the proposals for programming and activation of each space are always rooted in local culture and innovation, designed to engage and attract all audiences within the project’s surrounding region.

The result has consistently been vibrant projects, achieving both commercial success and strong recognition from everyone who has experienced the proposed ideas.

It is always a great pleasure to have Bloom as a partner in our developments.”

Rodrigo Mendonça