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One neighborhood. All the rhityms
Parc Autódromo is a city-scale urban project where Elephant Skin and Bairru led the complete go-to-market strategy — aligning positioning, product logic, pricing, narrative, buyer journey, launch execution, and sales performance into a single commercial system.
From the first lot to the long-term vision of the neighborhood, every decision was designed to protect value, accelerate absorption, and sustain pricing power.
The creative inteligence for real estate
Parc
Parc Autódromo is a large-scale planned neighborhood in Pinhais, Brazil, conceived as a new model for urban living—one that places people, time, and sustainability at the center of city design. Developed by Bairru, the project transforms the former Curitiba Race Circuit into a connected, human-scale district designed to evolve over generations.
From the outset, Parc demanded a go-to-market strategy capable of translating an ambitious urban vision into a clear and credible commercial narrative. The challenge was not only awareness, but orchestration—aligning product definition, phasing, pricing logic, storytelling, and sales execution into a single, disciplined system capable of supporting long-term value creation.
Elephant Skin partnered with Bairru as an integrated go-to-market and commercialization advisor, supporting the project from early strategic definition through launch. The work began with the development of a comprehensive commercialization playbook, aligning buyer hierarchy, product sequencing, narrative direction, and launch strategy into a unified commercial framework.
Building on this foundation, Elephant Skin led the positioning and narrative system for Parc, structuring a story around people, proximity, everyday life, and a capybara as the main character—designed to be defensible in sales conversations and consistent across all touchpoints. This narrative guided all creative outputs, ensuring coherence between brand, message, experience, and commercial intent.
Elephant Skin also developed the project’s full set of visual and experiential assets, including renderings, films, sales materials, and the sales center experience, called BOX—designed to support off-plan sales with clarity, confidence, and decision control. The first residential lot launch exceeded initial pricing expectations, achieving a significant price uplift and strong absorption velocity, with the majority of inventory sold within hours of launch.
Location Pinhais, Paraná, Brazil
Client Bairru Urbanismo
Tipology Master Plan
Status In Construction
Launch Year 2025
Account Director Henrique Driessen
We define how the project enters and performs in its market.
This phase establishes the strategic foundation of the development, aligning target buyers, product logic, release sequencing, and absorption strategy into a single go-to-market framework. The result is a clear, structured approach that guides all subsequent decisions—from positioning to launch execution.
We build clear and defensible narratives.
Strategy is translated into a disciplined positioning and messaging system designed to differentiate the project in meaningful ways. The narrative aligns product, location, and lifestyle into a cohesive story that sales teams can consistently communicate across all touchpoints.
We control perception at the point of decision.
Elephant Skin designs the full buyer journey—physical and digital—structuring how the project is experienced, understood, and presented. From sales center strategy to storytelling sequence and visitation flow, every interaction is intentional, removing friction and supporting confident decision-making.
We create tools built to support sales.
All visual, interactive, and experiential assets are developed as part of a conversion system. Renderings, films, immersive experiences, and interactive platforms work together to clarify the project, reduce uncertainty in off-plan sales, and support efficient decision-making.
We sustain momentum beyond launch.
Elephant Skin executes launch strategies and phased release plans, supported by sales tools, broker enablement systems, and performance tracking. Post-launch, we monitor absorption behavior, buyer response, and channel effectiveness—refining execution to maintain consistency and operational efficiency.
Project Snapshot
40+
Buildings & Development Phases
#1
Best Real Estate Marketing Campaign
$1 Bi
Projected Gross Sales Volume
100+
Strategic, Creative & Sales Assets Delivered
Even the Capybaras Would Move
Parc is a neighborhood, not a product, it couldn’t be defined by a single type of person. The capybara became a symbol of everyone. A familiar presence in Curitiba’s parks, used to represent collective life and everyday coexistence. The idea was simple: if even the capybaras would want to move to another Parc, people would too. A narrative designed to speak to many, without excluding anyone.
Sustainability as an Outcome of the System
Parc Autódromo was recognized as the most sustainable neighborhood in the world—not as a marketing objective, but as a consequence of how the project was conceived, structured, and brought to market.
By aligning urban design, mobility, nature, everyday life, and long-term use into a single vision, the go-to-market system ensured that sustainability was not communicated as a feature, but experienced as part of daily life. The strategy reinforced a neighborhood that functions better, lasts longer, and evolves naturally with its residents.
Jaime Lerner was one of the world’s most influential urban thinkers and a lifelong advocate for people-centered, planned neighborhoods.
Parc Autódromo was his final project. More than a master plan, it brings together the principles he consistently defended—walkability, proximity, public space, and everyday life as the foundation of good cities.
A neighborhood conceived not as a statement, but as a lasting place to be lived.
The Racetrack, Preserved
Parc Autódromo was born from a place with history. Rather than erasing the former racetrack, Bairru chose to preserve it—integrating the original circuit into the neighborhood’s design and daily life.
From the beginning, the project treated the site with respect, keeping its memory visible while allowing a new neighborhood to emerge. What was once a racetrack now gives shape to streets, paths, and public spaces—carrying its past forward into a new rhythm of living.
A "Parc", by Design
Parc Autódromo spans over 560,000 square meters in total area, with more than half of the site dedicated to public and open spaces.
Landscape and common areas form the backbone of the neighborhood—designed to be crossed, occupied, and lived in. More than a collection of green spaces, Parc was conceived as a true park-based neighborhood, where daily life unfolds around nature, movement, and shared ground.
The brochures became central to telling the story of Parc Autódromo—articulating each area, its intent, and how the neighborhood was imagined.
More than marketing pieces, they functioned as a single narrative framework: a place where all assets, visuals, and ideas were organized, preserved, and translated into a coherent story. The brochure acted as a guardian of the project—ensuring continuity, clarity, and meaning across every phase of Parc.
Education Within the Neighborhood
Bom Jesus was integrated into Parc Autódromo as part of daily life, not as a standalone institution.
Elephant Skin helped position and communicate the school as a shared neighborhood asset—connecting education, public space, and community to reinforce Parc as a place designed for families and future generations.
A Teaser Rooted in Place
Before the full campaign launch, Elephant Skin developed a teaser film to introduce Parc Autódromo through everyday advantages—shorter distances, less time in traffic, more time to rest, live, and slow down. The film drew from Curitiba’s roots, rhythms, and familiar scenes, allowing people to recognize themselves in the story. Rather than explaining the project, the teaser created connection—anchoring Parc in local identity before inviting the city to imagine a new way of living.
Mobility, Integrated
Mobility at Parc Autódromo was designed into everyday life. Walkable streets, bike paths, and branded shared mobility reduce car dependence while reinforcing a coherent neighborhood identity—supporting the systems that led Parc to be recognized as the most sustainable neighborhood in the world.
What was once defined by speed and cars was reimagined as a place for people.
At Parc Autódromo, streets once made for velocity now support walkability, shared space, and everyday movement. The transformation shifts the focus from passing through to being present—where running, cycling, gathering, and slowing down define a new rhythm of urban life.
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A Character to Carry the Story
To speak to a neighborhood made for everyone, Elephant Skin created an exclusive CGI capybara as the campaign’s central character. More than a symbol, the character became a narrative tool—allowing the creative team to guide tone, emotion, and continuity across films and content. By placing the capybara at the center of the storytelling, the campaign gained a consistent voice, capable of moving freely through different scenes, moments, and messages while keeping the story cohesive and recognizable.
Bairru is an urban development company dedicated to creating planned neighborhoods designed around people, not buildings. Each project begins with a long-term vision of how life unfolds—how people move, meet, slow down, and belong.
Its approach integrates urbanism, landscape, architecture, mobility, and public space into a cohesive system that prioritizes time, walkability, and everyday quality of life. Rather than isolated developments, Bairru creates living neighborhoods—places shaped by rhythm, care, and continuity, built to remain relevant across generations.
“From the very beginning, Elephant Skin was deeply involved in shaping Parc Autódromo’s strategic narrative and go-to-market direction. Their ability to translate a sophisticated urban vision inspired by Jaime Lerner into an accessible, emotionally meaningful story exceeded our expectations. The work was fundamental in aligning brand, product, and launch strategy, supporting the entire journey from awareness to engagement and long-term value.”
Fernando Bau
Founder and CEO, Bairru Urbanismo
Pista Innovation Hub
Pista Innovation Hub was conceived as a center for innovation within Parc Autódromo, connecting entrepreneurship, technology, and urban life. Elephant Skin led the hub’s positioning and strategic narrative—developing its name, visual identity, and core collateral, as well as a teaser film designed for institutional presentations. The result was a clear, recognizable platform that aligned innovation with the neighborhood’s broader vision.
Being involved across the entire project allowed Elephant Skin to connect every asset into a single, coherent system. From the capybara character to the positioning of Pista Innovation Hub, each element was designed to cross over naturally across films, spaces, and materials. Rather than isolated executions, the campaign functioned as one continuous narrative—different expressions, one unified project.
BOX — Experience Center
BOX was conceived as the presentation center at Parc Autódromo, bringing the project’s vision directly to the site. Requested by Fernando Bau to be located at the site, the space was designed to transform the masterplan into a lived experience rather than a static presentation.
Elephant Skin was responsible for bringing BOX to life. In collaboration with Arquea, the team helped design the space, crafted the full narrative, and developed immersive experiences through E_SC—turning architecture, storytelling, and technology into a cohesive journey that allowed visitors to understand, feel, and navigate the masterplan from within.
BOX became a proof of concept for the entire Parc Autódromo strategy. The experience center attracted thousands of visitors to the site, turning the masterplan into a tangible, accessible journey and accelerating public engagement with the project.
The immersive experience inside BOX played a central role in the project being recognized with the Best Real Estate Marketing Campaign of 2025. Still active, BOX continues to drive awareness, engagement, and sales—proving the long-term value of experiential storytelling in real estate.
Parc Autódromo demonstrates how a neighborhood-scale project gains long-term strength when strategy, narrative, and experience are aligned from the start. Rather than relying on isolated moments or assets, the project was built as a cohesive system—one that connects urban vision, storytelling, and real-world engagement. For Elephant Skin, Parc stands as proof that disciplined thinking, consistency, and care can shape not only how a project launches, but how it is understood, lived, and sustained over time.
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Feature Stories
USE
WITHOUT
MODERATION.
This site is your playground — designed to be explored, clicked, scrolled, and experienced without moderation. Dive into our world, discover our work, our vision, and what it truly means to move like an Elephant. Every page is built to be bold, practical, and unapologetically different. So go ahead — make it yours.
