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NEW GENERATION
CREATIVES

Proposal — Immersive Content Production for Sala Abaixo

©THE FORCE offers immersive design + visual experiences

for brands : Coca-Cola, Heineken, Budweiser, Itaú, Ambev, Santander, Stella Artois [...]

+55.11.98624.3000luciano@theforce.cc
BRSão Paulo, Brazil

©THE FORCE creates immersive digital experiences.

THE FORCE is an agency and production company that combines art and technology to create expanded narratives and surprising experiences. We connect innovation and culture to transport audiences to new universes – whether through live events, laser installations, or mapped projections, THE FORCE always invites the unexpected.

With over a decade of experience in Brazil, North America, and Europe, we develop complete projects, from conception to execution, serving global brands, cultural institutions, and various organizations. Our international network of creatives, strategists, and producers enables the realization of actions that explore laser, mapped projection, interactivity, and augmented reality, always using the most innovative technologies.

TECHNICAL

TECHNICAL

SPACE

ANALYSIS

LedWave System Specifications:

  • +Total Area: 577.91 m² of LED surface
  • +Resolution: 29,952 x 11,856 pixels
  • +Configuration: 4 independent screens (360° immersive)
  • +Sides: 15.36m x 10.08m each
  • +Back: 15.36m x 8.16m
  • +Ceiling: 15.36m x 10.08m
  • +Technology: PH1.5 Professional Indoor COB
  • +Processing: NovaStar H20 with redundancy

Unique Opportunity: The installed LedWave system offers an exceptional technological foundation, ready to receive content that will transform Teatro Matarazzo into a global reference for immersive experiences.

CREATIVE

CREATIVE

CONCEPT

"INFINITE CANVAS" - Infinite Visual Universe

Our concept transforms Sala Abaixo into a space with unique content that:

  • +GENERATES - AI creates infinite variations of each base content
  • +VARIES - Each exhibition is unique and personalized
  • +PERSONALIZES - Experiences adapted for each type of event
  • +IMPRESSES - Memorable moments that generate organic buzz
01 / OVERVIEW

Project

Overview

Transformation of Sala Abaixo into Brazil's First Intelligent Immersive Space, creating an ecosystem of digital content that combines artificial intelligence, advanced sensors, and digital art for unique and memorable experiences that adapt in real-time to the environment and audience.

+

9 unique content pieces with generative AI

+

First Brazilian installation with AI that generates infinite variations

+

Content that never repeats - each exhibition is unique

Client
Cidade Matarazzo
Studio
THE FORCE
SP, Brazil
02 / Scope

Content Portfolio

Our content portfolio was developed with total flexibility to meet the specific needs of Sala Abaixo, creating unique and memorable experiences through cutting-edge technology.

01
Generalist Content

3 pieces displayed throughout the day for continuous and contemplative ambiance, including 'Regenera Flux', 'Circadian Cycle' and 'Light Meditation'.

02
Shows and Events Content

3 pieces developed for musical presentations, including 'Reactive Visuals', 'Energy Amplifier' and 'Architectonic Mirage'.

03
Corporate Content

2 pieces created for business presentations, brand activations and institutional events, including 'Corporate Canvas' and 'Environment Forge'.

04
AI System 'ATLAS'

Artificial intelligence system that creates infinite variations of base content, adapting to context and ensuring each exhibition is unique.

05
Optional Extra Content

'Genesis Matarazzo' - Special historical narrative about the history of the Matarazzo building and São Paulo's urban transformation.

06
Extra Features

Advanced sensory package, external synchronization, synchronized lighting system, 3D spatial audio and more options available.

* Items marked with asterisk are optional and can be contracted separately. Not included in base price.

Content Details

1. GENERALIST CONTENT

1.1 REGENERA FLUX – Living Regeneration Cycles

A generative visual content that translates natural regeneration cycles into artistic, sensory and immersive form. Inspired by the ecological logic of continuous transformation, "Regenera Flux" synchronizes with real planetary rhythms — such as sunlight, humidity, wind and weather — to create unique, contemplative and ever-changing compositions.

  • + Abstract visuals of roots, mycelia, leaves, vapors, seeds and sprouts
  • + Synchronized with local APIs (light, rain, air, UV, solar energy) *
  • + Variable palettes by climate and time of day. No repetition
  • + Stereo sound design

1.2 CIRCADIAN CYCLE – Natural Circadian Synchronization

Faithful reproduction of São Paulo's external lighting and climate in real time.

  • + System that exactly replicates natural light from external environment inside the room
  • + Automatic color temperature adaptation according to time and season
  • + Smooth transitions between different moments of the day maintaining natural circadian rhythm
  • + Experience that connects internal environment with external natural cycles
  • + Stereo sound design

1.3 LIGHT MEDITATION – Contemplative Zen Flows

Soft and undulating visual compositions that evoke deep meditative states.

  • + Fluid geometries, visual breathing and continuous rhythm create an atmosphere of introspection and serenity
  • + Soft colors and pulsating lights accompany a natural cycle of visual expansion and contraction
  • + Ideal for transition moments, rest or sensory pause
  • + Breathing sensors can be integrated as an extra feature, allowing the installation to synchronize with the breathing rhythm of the present audience
  • + Stereo sound design

2. SHOWS AND EVENTS CONTENT

2.1 REACTIVE VISUALS - Generative Reactive Visuals

Abstract visualization that responds to music in real time.

  • + Generative AI: Creates unique visual palettes and graphics for each performance
  • + Color variations and synchronized geometric shapes
  • + Integrated PIP screen system for broadcasts

2.2 ENERGY AMPLIFIER - Energy Amplifier with AI and Personalized Assets

Intelligent system that not only creates abstract ambiances reactive to music, but also integrates and animates specific visual elements of each artist or band, creating a unique visual identity for each performance.

+ VISUAL ASSETS INTEGRATION:
  • + Key Visuals (KV): Animation of key elements from band's visual identity
  • + Logos and Brands: Dynamic integration of logos with immersive effects
  • + Graphic Elements: Animation of icons, symbols and band elements
  • + Color Palettes: Automatic adaptation to artist's official colors
  • + Typography: Integration of fonts and typographic styles from brand/artist
+ PERSONALIZED GENERATIVE AI:
  • + Creates unique visual compositions based on provided assets
  • + Generates infinite variations maintaining band's visual identity
  • + Adapts graphic elements to music rhythm and intensity
  • + Synchronizes logos and KVs with specific performance moments

2.3 ARCHITECTONIC MIRAGE – Intelligent Space Transformer

Photo-realistic composition that simulates the room's architecture as if it were malleable, alive and mutable.

  • + AI creates depth illusions that sometimes expand, sometimes compress space, as if walls expanded, ceiling moved away or floor undulated gently
  • + Realistic textures and volumetric lighting adapt to the room's real architecture, creating the sensation of continuous physical metamorphosis
  • + Spatial perception is altered through dynamic shadows, projective angles and subtle movements that generate vertigo or contemplation
  • + Generative and immersive sound atmosphere, with layers that reinforce perceptive transformations
  • + Integration with PIP system for multiple visual layers during performances

3. INSTITUTIONAL CORPORATE CONTENT

3.1 CORPORATE CANVAS - Executive Presentations with AI and Corporate Assets

Intelligent system that transforms conventional corporate presentations into immersive experiences, integrating company visual elements and creating ambiances that reinforce corporate identity.

+ CORPORATE ASSETS INTEGRATION:
  • + Logos and Visual Identity: Dynamic animation of corporate logos
  • + Color Palettes: Automatic adaptation to company's official colors
  • + Graphic Elements: Integration of icons, symbols and brand elements
  • + Corporate Typography: Use of fonts and styles from visual identity
  • + Personalized Templates: Creation of unique layouts per company
+ CORPORATE GENERATIVE AI:
  • + Creates ambiances that complement executive presentations
  • + Generates infinite variations maintaining corporate visual consistency
  • + Adapts graphic elements to presentation rhythm and content
  • + Synchronizes logos and elements with specific slide moments

3.2 ENVIRONMENT FORGE - Immersive Panoramic Environment Generator

Revolutionary system that creates complete panoramic environments from textual descriptions, transforming Sala Abaixo into any imaginable scenario for photographic experiences, themed events and creative activations.

+ AI ENVIRONMENT GENERATION:
  • + Text to 360 Environment: Creation of complete scenarios through textual prompts
  • + Photo-realistic Quality: High definition rendering for professional use
  • + Infinite Variations: Each generation creates a unique and personalized environment
+ PHOTOGRAPHIC SHOOTING SYSTEM:
  • + Dynamic Framing: Environment rotation and adjustment for perfect compositions
  • + Thematic Scenarios: Infinite library of environments for different concepts

OPTIONAL EXTRA CONTENT

GENESIS MATARAZZO - Special Historical Narrative

  • + Digital artistic creation about the history of the Matarazzo building
  • + Narrative about São Paulo's urban transformation
  • + Experience that connects past, present and future of the location
  • + Exclusive piece created specifically for this room
  • + Development upon approval of additional scope

CORE TECHNOLOGIES

Artificial Intelligence System "ATLAS"

  • + Content Generation: Creates infinite variations of the 9 base contents
  • + Contextual Adaptation: Modifies colors, intensity and transitions based on event
  • + Automatic Personalization: Each exhibition is unique and never repeats
  • + Performance Optimization: Adjusts quality and effects based on system capacity

Advanced Visual Processing

  • + Real-time rendering optimized for LedWave system
  • + Multiple layer management for PIP system
  • + Perfect synchronization between the 4 screens of immersive environment
  • + Automatic brightness control for different times of day

EXTRA FEATURES (OPTIONAL)

Advanced Sensory Package

  • + Depth sensors for three-dimensional space mapping *
  • + 3D reconstruction sensors for real-time artist capture *
  • + Tracking system for positioning up to 5 artists/speakers simultaneously *
  • + Volumetric cameras for movement and gesture analysis *
  • + Integration with content for real-time interactivity transforming screens into touch or interactive *

External Synchronization

  • + Climate API for real-time weather integration *
  • + Astronomical data for celestial events *
  • + Social media integration for UGC content *
  • + IoT connectivity for building automation *

Synchronized Lighting System "HARMONY"

  • + DMX integration with existing stage lighting
  • + Musical synchronization for shows and events
  • + Extension effects that expand visuals beyond screens
  • + Unified control via standardized protocol

Synchronized Laser System "SPECTRUM"

  • + Laser projection synchronized with screen content
  • + Three-dimensional effects that complement 2D images
  • + Musical synchronization for shows and performances
  • + Integrated control with content system
  • + Total safety with appropriate classification for public
* Items marked with asterisk are optional and have additional cost.

Specialized Team

Our multidisciplinary team brings together specialists in technology, digital art and immersive production to ensure excellence at every stage of the project.

CREATIVE LEADERSHIP

  • + Creative Director - Specialist in immersive experiences
  • + Technical Director - Expert in integrated systems
  • + Innovation Director - Researcher in AI and interactivity

TECHNICAL DEVELOPMENT

  • + AI/ML Engineer - ATLAS system development
  • + Hardware Engineer - Sensors and systems integration
  • + Software Engineer - Application development
  • + 3D Audio Specialist - Spatial sound design
  • + 3D Engine Technician - Visual performance optimization
  • + Shader Programmer - Advanced visual effects

ARTISTIC CREATION

  • + Digital Artists - Visual conceptualization
  • + 3D Generalist Artists - Modeling and animation
  • + Motion Designer - Animation and transitions
  • + Interaction Designer - UX for immersive experiences
  • + Content Curator - Artistic selection and organization

OPERATION AND SUPPORT

  • + Operations Manager - Local technical supervision
  • + Specialized Operators (2) - Daily operation
  • + Remote Support - Monitoring and maintenance
  • + On-site Training - Complete operational team training
  • + Data Analyst - Insights and optimization

Expected Results

Our solution was designed to deliver exceptional results for both the audience and space operation.

AUDIENCE EXPERIENCE

  • + Unique experiences: Each visit offers unique visual content
  • + Memorability: Striking moments that generate lasting memory
  • + Differentiation: Theater with unique technology in Brazil
  • + Versatility: Adaptation for different types of events
  • + Visual quality: High-standard immersive experiences

OPERATIONAL BENEFITS

  • + Automation: System that operates with minimal manual intervention
  • + Flexibility: Content that adapts to any type of event
  • + Scalability: Possibility of expansion and new content
  • + Maintenance: Robust system with specialized technical support
  • + Future-proof: Technology prepared for future evolutions

CORE SCOPE INCLUDES

  • 8 original content pieces with generative AI
  • APP that generates infinite variations automatically
  • Perfect integration with existing LedWave system
  • Specialized team dedicated to the project
  • Technical support for 6 months
  • System that never repeats the same visual composition
  • Complete operational team training
  • Total guarantee of operation and performance
03 / Investment

Investment

Our pricing structure is transparent and comprehensive, covering all aspects of immersive content development for Sala Abaixo at Cidade Matarazzo.

1. Generalist Content

3 Pieces
R$ 1.983.600

2. Shows & Events

3 Pieces
R$ 1.983.600

3. Corporate

2 Pieces
R$ 1.322.400
Project Summary
Subtotal
R$ 5.289.600,00
Taxes & Fees
Included
Total Investment
TOTAL
R$ 5.289.600,00
Payment Terms
50% upon proposal approval
Final Payment
50% upon final project delivery

Development Methodology

The project will follow a structured approach to ensure successful delivery:

01
Discovery & Conceptualization: Space analysis and concept development
02
Prototyping: Prototype development and integration testing
03
Production: Complete development of 8 content pieces and ATLAS system
04
Implementation: Installation, configuration and team training
05
Continuous Evolution: Monitoring and monthly updates
04 / Agreement

Terms & Conditions

Our agreement ensures a clear understanding of the project scope, deliverables, and responsibilities.

01

The copyright of this project belongs to THE FORCE and will be remunerated by the fees contained in this proposal.

02

All costs are budgeted and may be subject to changes according to project modifications after approval.

03

Any licenses, authorizations and municipal fees will be negotiated after approval of this project.

04

Creation and editing costs include up to 2 (two) revisions. From the 3rd (third) revision onwards, if it occurs due to client responsibility or will, a fee of 50% will be charged on the creation and/or editing costs of the redone layouts.

05

In case of briefing changes, 100% of the creation cost will be charged.

06

The signature of this proposal implies the contracting of the services described herein.

07

This document has the value of an extrajudicial legal title.

08

The values contained in this proposal include the taxes in force on the date of its issuance. Should there be changes in tax legislation that result in an increase in this tax burden until the date of the event, a supplementary charge will be issued to cover any cost differences caused by tax increases.

09

The value does not include logistical expenses (such as transportation, accommodation and meals).

10

It also does not include hiring third parties or external suppliers.

Contact Information

Company
THE FORCE
CNPJ
22.690.450/0001-96
Address
Alameda Eduardo Prado, 667 - Campos Elíseos
São Paulo, SP - Brazil - 01218-012
Contact
+55 (11) 98624-3000
Instagram: @theforcex

Approval

Location
São Paulo, Brazil
Client
Cidade Matarazzo - Sala Abaixo
THE FORCE
LUCIANO FERRAREZI - CREATIVE DIRECTOR