ParkShopping
ParkShopping is a 40-year-old enclosed shopping mall in Brasília, Brazil, operated by Multiplan. It serves 11.9 million annual visitors across 273 retail stores, premium dining, an 11-screen Kinoplex cinema, the HotZone amusement park, and 48 connected corporate offices.
- Company typePrivate
- Founded1983
- HeadquartersBrasília, Brazil
- Headcount51–100
- GTM typeB2B
- OfferingServices
What ParkShopping does
ParkShopping is a Class A enclosed shopping mall located in the Park Sul neighborhood of Brasília, Brazil, inaugurated on November 8, 1983, and operated by Multiplan, Brazil's largest shopping mall operator. The property hosts approximately 273 retail tenants spanning fashion, beauty, electronics, specialty retail, premium dining (Espaço Gourmet featuring Barbacoa, Barolo, Gurumê, and Pecorino), and a diversified entertainment offering that includes an 11-screen Kinoplex cinema (with two premium Platinum auditoriums), the HotZone indoor amusement park with more than 200 attractions, Boliche Striker bowling, 60 Minutos Escape Game, Vila Trampolim trampoline park, ParkClub, and Bosque no Park playground. The mall generates approximately 11.9 million visits per year and supports roughly 4,097 direct and indirect jobs, supported by ~4,000 parking spaces with tiered pricing and valet service.
ParkShopping's business model centers on leasing retail space to its tenant base, supplemented by parking fee revenue, entertainment venue partnerships (Kinoplex, HotZone), and commercial office rentals through ParkShopping Corporate, a connected office tower with 48 units at 83% occupancy including an auditorium for 145 people and 404 dedicated parking spaces. Go-to-market is direct-to-consumer via foot traffic, driven by an integrated marketing approach spanning the mall's website, social media channels (Facebook, Instagram, YouTube, Twitter), the App Multi mobile platform, email newsletters, and seasonal event activations such as Moana 2 experiences, Casa Warner, Festival de Inverno, and the Corrida Encontro Delas women's run.
The company is currently executing its 10th Expansion, adding 60 new stores, 9,000m² of leasable area, high-gastronomy venues, and modern architecture inspired by Cerrado flora, while connecting the Deck Parking and ParkShopping Corporate buildings to the main mall. ParkShopping is privately held, owned by Multiplan, with no public revenue disclosure or independent funding activity. The core technology is a physical retail mall platform with integrated entertainment and dining experiences; no proprietary AI/ML, software products, or technology stack beyond the standard Multiplan mobile application is referenced in the available data.
ParkShopping firmographics
Firmographics- Name
- ParkShopping
- Legal name
- ParkShopping
- Website
- https://parkshopping.com.br
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ParkShopping is a 40-year-old enclosed shopping mall in Brasília, Brazil, operated by Multiplan. It serves 11.9 million annual visitors across 273 retail stores, premium dining, an 11-screen Kinoplex cinema, the HotZone amusement park, and 48 connected corporate offices.
- Ownership category
- akta.pro rank
ParkShopping industry classification
Industry- Product category
- Shopping Mall Operations
- NAICS
- Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131), General Merchandise Retailers (455), Parking Lots and Garages (81293)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)
- akta.pro secondary industries
- Park Concession Operations (Food, Retail, Fuel, General Stores) (THAAAGAA), Attractions & Experiences Reservations (Museums, Tours, Theme Parks) (HSACALAE)
Keywords
Where ParkShopping is headquartered
LocationHeadquarters
- HQ city
- Brasília
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
ParkShopping business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Retail Space Rental: ParkShopping leases physical retail space to approximately 273 stores and brands, generating rental income from tenants including fashion retailers, electronics stores, beauty brands, and specialty shops.
- Parking Services: The shopping mall operates approximately 4,000 parking spaces with a fee-based system. Rates start at R$11.00 for the first hour, R$22.00 for 1-2 hours, R$25.00 for 2-3 hours, R$28.00 for 3-4 hours, and R$3.00 per additional hour or fraction. Valet parking is available for R$38.00 for up to 2 hours plus R$12.00 per additional hour.
- Cinemas (Kinoplex Partnership): Kinoplex operates 11 cinema screens inside ParkShopping, including two premium Kinoplex Platinum auditoriums. The cinema generates revenue through ticket sales and concessions (bomboniere).
- Commercial Real Estate (ParkShopping Corporate): ParkShopping Corporate offers 48 commercial office spaces with 83% occupancy, including an auditorium for up to 145 people, meeting rooms for up to 20 people, and 404 private parking spaces. Office floors have private areas of 1,272.80m² that can be subdivided into up to 4 individual units.
- Entertainment Venues: HotZone amusement park with 200+ attractions, 60 Minutos Escape Game, Vila Trampolim, ParkClub (playground), Bosque no Park, and Boliche Striker operate as tenants generating entertainment revenue and driving foot traffic.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard parking rates for self-service parking |
| Unit Pricing | Pay-as-you-go | Valet parking service |
| Unit Pricing | Pay-as-you-go | Baby stroller rental |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
ParkShopping product offering
Product offeringCore offering
ParkShopping operates a large enclosed shopping mall in Brasília, Brazil, leasing physical retail space to approximately 273 stores spanning fashion, beauty, electronics, specialty retail, restaurants, and entertainment venues (Kinoplex cinema, HotZone amusement park, escape rooms). It also operates the connected ParkShopping Corporate office tower with 48 commercial spaces, plus on-site paid parking, valet, baby stroller rental, accessibility services, and immersive event activations (Casa Warner, Moana 2 experience) that drive foot traffic.
Differentiator
Problem solved
Functional benefit
Brands
- Espaço Gourmet: High-gastronomy area within ParkShopping featuring premium restaurants including Barbacoa, Barolo, Gurumê, and Pecorino.
- ParkShopping Corporate
- HotZone
- Kinoplex
- ParkClub
Products and services
- ParkShopping Mall (Retail Space Leasing) Physical retail mall leasing approximately 273 stores to fashion, beauty, electronics, specialty retail, restaurants, and entertainment operators; serves consumer shoppers and B2B tenants in Brasília.
- ParkShopping Corporate (Commercial Office Leasing) Connected commercial office tower offering 48 office spaces at 83% occupancy, with private floor areas of 1,272.80m² divisible into 4 units, an auditorium for up to 145 people, meeting rooms for up to 20 people, and 404 dedicated parking spaces; serves businesses seeking integrated office space in Brasília.
- Self-Service Parking Approximately 4,000 parking spaces with tiered hourly pricing: R$11.00 first hour, R$22.00 for 1-2 hours, R$25.00 for 2-3 hours, R$28.00 for 3-4 hours, and R$3.00 per additional hour or fraction; accepts cash, debit card, credit card, and PIX.
- Valet Parking Premium valet parking service at R$38.00 for up to 2 hours plus R$12.00 per additional hour; available 10h-23h on 2nd Floor (Espaço Gourmet entrance) and 1st Floor (entrance H near Riachuelo).
- Baby Stroller Rental On-site baby stroller rental service at R$14.00 for the first 30 minutes and R$3.00 per additional 30-minute fraction; serves families visiting the mall.
Quantifiable outcome
- 11.9 million visits per year
- +2 more outcomes
Companies that use ParkShopping
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
ParkShopping technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ParkShopping partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Global HD SunflowerminorPartnership for distributing Sunflower Necklaces (Cordão de Girassol) - a universal symbol for people with hidden disabilities and diseases such as hearing impairments, visual impairments, intellectual disabilities, cerebral palsy, or autism. The necklaces are distributed free of charge at the SAC (3rd floor).
- Vila KairósminorCharitable partnership for the Multiplan Clothing Campaign (Campanha do Agasalho Multiplan 2026). Donations of coats, blankets, hats, socks, shoes and other winter items are collected at ParkShopping and donated to Vila Kairós, an institution that shelters elderly people in social vulnerability in the Federal District.
- Instituto do Câncer InfantilminorColcci store at ParkShopping participates in the Denim For Good initiative where customers who bring used jeans receive R$100 discount on new purchases, with all collected jeans donated to Instituto do Câncer Infantil.
- Warner Bros. DiscoverycoreCasa Warner is an immersive exhibition featuring over 1,500 m² with more than 16 themed environments including Harry Potter, Friends, Game of Thrones, DC Comics (Batman, Superman, Flash), The Big Bang Theory, Looney Tunes, and Tom and Jerry. The event includes an official licensed store and themed café.
- KinoplexcoreKinoplex operates 11 cinema screens inside ParkShopping including 2 premium Platinum auditoriums with exclusive foyer, box office, special menu, super-spacious reclinable seats, and retractable trays. Kinoplex is the largest 100% Brazilian cinema chain, bringing cinema magic to the country for almost 100 years.
- HotZonecoreHotZone operates the best indoor amusement park in Brazil with over 200 attractions for adults and children of all ages. Located inside ParkShopping, it offers corporate events, birthday parties, and walk-in entertainment.
- CazéTV / Cinecolor FilmsminorPartnership for broadcasting the 2026 FIFA World Cup Final in cinema. The match will be shown on July 19 at ParkShopping's Kinoplex cinema, transforming the auditorium into a sports viewing experience with high-quality image and sound.
- MultiplancoreMultiplan is the parent company and owner of ParkShopping. As Brazil's largest shopping mall operator, Multiplan provides operational expertise, marketing resources, tenant relationships, and governance including ESG (environmental, social, governance), innovation, and digital transformation across its portfolio of shopping centers.
Scale indicators8 records
Recent moves7 records
Expansion highlights4 records
ParkShopping competitors and assessment
Company assessmentDirect peers
- Iguatemi S.A. Brazilian premium shopping mall operator focused on upper-income demographics and high-end gastronomy (similar to ParkShopping's Espaço Gourmet area). Comparable destination retail and entertainment tenant mix.
- BR Malls: Brazil's largest publicly traded shopping mall REIT (formed via Aliansce Sonae merger). Operates a similar portfolio of regional destination malls with comparable retail anchor mix and entertainment-led positioning.
- Ancar Ivanhoe: Privately held Brazilian shopping mall operator with a portfolio of regional destination malls. Same REIT-like business model and Brazilian retail tenant ecosystem as ParkShopping.
- Sonae Sierra Brasil: Brazilian arm of the Iberian-Portuguese mall operator Sonae Sierra. Operates destination malls in major Brazilian metros with comparable entertainment-led tenant mix (cinemas, food halls, indoor attractions).
- General Shopping: Brazilian shopping mall developer and operator with a portfolio of regional and destination malls. Directly comparable in scale, single-property economics, and tenant structure.
- Multiplan: Parent company and largest Brazilian shopping mall operator. ParkShopping is one of Multiplan's flagship regional malls, making the parent's broader portfolio directly comparable in terms of operating model, tenant relationships, and brand positioning across Brazil.
Broad incumbents
- Simon Property Group: Largest US REIT for regional malls and premium outlets. Globally comparable in operational sophistication, mixed-use strategy, and entertainment-anchored positioning, though at much larger scale and in a different geography.
- Unibail-Rodamco-Westfield: European-headquartered global mall operator with flagship destination properties. Comparable in emphasis on flagship regional malls with integrated entertainment, dining, and office uses.
- Macerich: US regional mall REIT that has focused on premium destination malls in major metro areas. Comparable in heavy weighting to higher-end tenant mix and entertainment-driven foot traffic strategy.
- Brookfield Property Partners: Global real estate investor with significant mall and mixed-use portfolios. Comparable as a long-term capital provider and operator of destination retail properties with entertainment anchors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
ParkShopping social profiles
Digital presenceParkShopping financial estimates
Financial estimateRevenue estimate
Valuation estimate
ParkShopping leadership team
Management profileNumber of profiles
ParkShopping funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ParkShopping M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ParkShopping
What does ParkShopping do?
ParkShopping operates a large enclosed shopping mall in Brasília, Brazil, leasing physical retail space to approximately 273 stores spanning fashion, beauty, electronics, specialty retail, restaurants, and entertainment venues (Kinoplex cinema, HotZone amusement park, escape rooms). It also operates the connected ParkShopping Corporate office tower with 48 commercial spaces, plus on-site paid parking, valet, baby stroller rental, accessibility services, and immersive event activations (Casa Warner, Moana 2 experience) that drive foot traffic.
Is ParkShopping a public or private company?
ParkShopping is a private company. It is classified as corporate owned and is currently operating.
When was ParkShopping founded?
ParkShopping was founded in 1983. It employs 51 to 100 people.
Where is ParkShopping based?
ParkShopping is headquartered in Brasília, Brazil, in the Latin America region.
How does ParkShopping make money?
Five revenue lines are on record. Retail Space Rental is the primary driver. The others are parking Services, cinemas (Kinoplex Partnership), commercial Real Estate (ParkShopping Corporate) and entertainment Venues.
Who are ParkShopping's main competitors?
Direct peers on record are Iguatemi S.A., BR Malls, Ancar Ivanhoe, Sonae Sierra Brasil, General Shopping and Multiplan. Broad incumbents are Simon Property Group, Unibail-Rodamco-Westfield, Macerich and Brookfield Property Partners.
Does ParkShopping have an API?
No public API is recorded for ParkShopping.
What industry is ParkShopping in?
ParkShopping's product category is Shopping Mall Operations. Its primary akta.pro industry code is THAJAEAD, Amusement Parks (Regional/Local Ride Parks & Funfairs), with a secondary code of THAAAGAA, Park Concession Operations (Food, Retail, Fuel, General Stores). Its NAICS code is 71311 and its SIC code is 7900.