ParkShopping

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.

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

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

• Shopping mall operations
• Retail property leasing
• Commercial office leasing
• Parking facility services
• Entertainment venue hosting

Headquarters

HQ city

Brasília

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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.
2. 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.
3. 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).
4. 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.
5. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Global HD SunflowerminorStrategic or Co-development Partner · 21 May 2024Partnership 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 KairósminorOthersCharitable 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 InfantilminorOthersColcci 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. DiscoverycoreStrategic or Co-development PartnerCasa 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.
• KinoplexcoreChannel Partner/ Reseller/ DistributorKinoplex 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.
• HotZonecoreChannel Partner/ Reseller/ DistributorHotZone 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 FilmsminorGTM or Marketing PartnerPartnership 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.
• MultiplancoreOthersMultiplan 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

Direct 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

• Xx.com/parkshoppingbsb
• YouTubeyoutube.com/user/ParkShoppingBrasilia
• Facebookfacebook.com/parkshoppingbrasilia
• Instagraminstagram.com/parkshoppingbsb
• LinkedInlinkedin.com/company/parkshopping

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ParkShopping