Mercado Livre presents Casa Livre, its new Content House, in partnership with the GINGA Agency

Designed by Um pra Um Arquitetura and located in a space owned by JNTO, Mercado Livre's special projects partner, in São Paulo, Casa Livre offers real, "instagrammable" rooms equipped with the app's most desirable products, so that content creators, partner brands, affiliates, agencies, production companies and the Mercado Livre team itself can produce content."Our commitment to innovation and creativity is a fundamental part of Mercado Libre's identity. The project to establish a space for content creation reflects our constant sense of evolution and the search for increasingly inspiring, engaging and impactful productions, strengthening the connection with the public," says Cesar Hiraoka, Marketing Director at Mercado Livre.

With various scenarios and proposals, Casa Livre will follow current trends, transforming each space into a creative laboratory."Casa Livre is a dynamic and versatile environment dedicated to experimenting with formats and producing content. It's not just a house, nor is it just a studio, but it was designed to be a place of infinite possibilities," says Fernanda Fontes, GINGA's CCO. 

A space for innovation and collaboration

The idea for Casa Livre arose from Mercado Livre's desire to have a maker space where GINGA and other partners could test and innovate with new content formats."We wanted a place where we could experiment, create and produce with agility, reflecting the essence of Mercado Livre," explains the CCO.

In this sense, Casa Livre offers diverse, adaptable and customizable scenarios, but it also has a mini studio equipped with essential materials for capturing content, such as cameras and infinity backgrounds. 

As a creative hub, Casa Livre will also be able to host creators and Mercado Livre partner brands for product demonstrations and exclusive campaigns."The flexibility of the space allows us to customize environments for product launches and promotional events, making it a meeting and interaction point for different audiences," says Fernanda Fontes.

Although Casa Livre is a private space, it can be used for exclusive events and actions with influencers, which will allow a closer connection with the entire Mercado Livre ecosystem.