São Paulo council rejects Nubank bid for LED panel on Palmeiras sign | OneFootball

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

City Hall denies activation at Palmeiras stadium

NOSSO PALESTRA found that São Paulo’s Municipal Department of Urban Planning and Licensing denied a request on April 28 for Nubank to carry out an activation using an LED panel on the signage of Verdão’s stadium, “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 scheduled 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: 41.00 m long and 6.0 m high – area of 246.00m²;

c) The variable message to be displayed will be the NU logo and the phrase “Nubank Parque Felipe de La Rosa” – alternating.

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 dynamically displayed, as already presented in the initial material of the process.

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

Photo: Reproduction

In the opinion issued by the Municipal Department of Urban Planning and Licensing, the technical staff stated that the request is not in accordance with current legislation.

See the opinion

I DENY the 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 stadium of Sociedade Esportiva Palmeiras, 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 is therefore not in accordance with current legislation, especially the provisions of §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 inclusion 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”

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