Nubank tries again, but São Paulo keeps ban on Palmeiras LED panel | OneFootball

Nubank has secured the purchase of the naming rights to Palmeiras’ stadium and will replace Allianz, which has held the rights to the venue since 2014. The contract with the insurer was set to run until 2034.

After a public vote, the Palmeiras arena will be called Nubank Parque starting next June 11.

City Hall denies activation at Palmeiras’ stadium

NOSSO PALESTRA had reported that São Paulo’s Municipal Department of Urban Planning and Licensing denied a request, on April 28, for Nubank to carry out an activation with an LED panel on the stadium’s signage “because the installation of illuminated electronic panels on the external facades of buildings is not permitted, being allowed only in enclosed internal spaces“

In a document obtained by NP, the bank planned and detailed a series of temporary activations and specified how they would be carried out.

a) The LED will be installed on the outside of the stadium, facing the swimming pools, 120m from the fence at Av. Antártica and Rua Palestra Itália, and 27.17m above the ground

b) LED dimensions: length of 41.00 m and height of 6.0 m – area of 246.00m²;

c) The variable message will display the NU logo and the phrase “Nubank Parque Felipe de La Rosa” – alternately.

Photo: Reproduction

We clarify that the proposal is a temporary institutional and participatory action, in which the names of people previously registered on a digital platform will be displayed dynamically, as already presented in the initial materials of the process.

In this sense, the examples shown in the materials are illustrative, with the purpose of demonstrating how the content on the LED panel would work, considering that this is a collaborative initiative with the public, in which the names displayed will vary according to user participation.

Photo: Reproduction

Meeting and new denial

NP learned that a meeting took place on May 14 between Nubank representatives and the technical staff of the Technical Advisory Office of CPPU – Urban Landscape Superintendency. However, in an opinion published on May 29, São Paulo City Hall upheld its previous decision, prohibiting the activation at Palmeiras’ stadium.

I DENY the request for reconsideration of the order regarding visual communication and the installation of an electronic LED panel device on the facade of the Nubank Allianz Parque building, proposed to be installed at the Sociedade Esportiva Palmeiras stadium, located at Avenida Francisco Matarazzo, 1705, because the installation of illuminated electronic panels on the external facades of buildings is not permitted, being allowed only in enclosed internal spaces, and therefore it is not in accordance with current legislation, especially the provisions of paragraph 1 of article 13 of Municipal Law No. 14,223/2006, the provisions of article 2 of Municipal Decree No. 47,950/2006, and the terms of Resolution SMUL.AOC.CPPU/002/2018.

What the law says:

According to the official documents, “Municipal Law No. 14,223/2006 establishes restrictive guidelines regarding the insertion of illuminated elements in the urban landscape, prohibiting the installation of electronic panels and illuminated devices on the external facades of buildings, visible from public streets, except in cases expressly provided for in specific regulations.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.