Requalifying an architectural icon of one of the world’s largest cities through art. The "Made by Brazilians" project, developed by Groupe Allard in São Paulo (Brazil), conducted the requalification of the site of the old Matarazzo Hospital located in the financial heart of the metropolis. For nearly two decades, the 35-thousand-square-meter complex was abandoned.

In the "Made by Brazilians” Creative Invasion, 100 artists from Brazil and other countries occupied the site with their contemporary art works and installations, transforming it into a cultural center and tourist spot.

To raise awareness for the requalification of the site of the old Matarazzo Hospital, a robust PR strategy was developed: designing and implementing a creative invasion to bring new life to the complex; cooptation of sponsors and supporters; big party for the exhibit opening; hosting events to impact opinion leaders and general public; conducting relationship activities with the press; an advertising campaign; content for social networks and publishing a book about the project.

The story built through art, revived a site that was abandoned.

Result: In 5 weeks, 120,000 people visited the Creative invasion. There were more than 634 news reports about it on TVs, newspapers, magazines, and radio stations (8 million dollars in spontaneous media). On social networks, the photos published on Instagram achieved over 1 million likes. In the end of 2014, “Made by Brazilians” project won Best Cultural Initiative of the year award by APCA (São Paulo Association of Art Critics) in the Visual Arts category.

The creation of a gigantic art exhibit was the chosen way to communicate what we wanted. Besides the exhibit, we hosted a series of meetings and activities to build relationship with particular audiences with dinners for investors and businessmen, relationship activities with the press, guided tours for private and public schools, etc. We not only developed content for digital platforms and small documentaries for Pay TV, but also established partnerships with JC Decaux, Vogue, Samsung Galaxy, Casa Vogue, Sky, Rádio 89, Rádio Jovem Pan, Rádio Energia 97 and Rádio Alpha FM, therefore, establishing strong dialogues with different audiences simultaneously.

Throughout the 20 days of the “Made by Brazilians” creative invasion, more than 120,000 paulistanos visited the old Matarazzo Hospital. There were more than 634 news reports about it in 27 different countries – equivalent to US$ 8 million in spontaneous media. The photos published on Instagram with the tags #feitoporbrasileiros and #madebybrazilians achieved over 1 million likes. And, in the end of 2014, the project won an APCA (São Paulo Association of Art Critics) award in Visual Arts, even beating the globally recognized São Paulo Art Biennal. After more than twenty years of neglect, the old Matarazzo Hospital has become a central point for the art and entertainment scenes of São Paulo and part of the living landscape of the city of São Paulo.