We activated the press, creators and leaders in three experiences to inaugurate the brand's first office in the country, in São Paulo.
Context
A new presence of Figma in Brazil
AFounded in 2012 and headquartered in San Francisco, USA, Figma is a collaborative platform for creating digital products. Over the course of more than a decade, the brand has expanded its reach to connect designers, developers, and other professionals from idea to delivery.
In July 2026, the company took a new step in its presence in Brazil with the opening of its first office in the country, in the city of São Paulo. To formalize this moment, we built a program of experiences together with Figma to bring different audiences closer to the brand and transform the physical arrival in the Brazilian market into an opportunity for connection.
As part of the designed strategy, on July 22nd, community and users, the press and creators, customers and executive leadership participated in three events designed specifically for each audience..
Challenge
One global brand, three experiences and one day
The proposal for Figma wasn’t simply to produce a launch event. We needed to transform the company’s arrival in Brazil into an experience that was consistent with a global brand, while at the same time creating a genuine connection with São Paulo.
All this was done in a short timeframe, with three distinct events taking place on the same day and an operation built directly with Figma’s global marketing, content, and branding teams.
Solution
A journey designed for different forms of connection
We structured the launch as a brand journey throughout the day.
Morning
In the morning, the Shipped Figma in São Paulo brought together the community, customers, and partners at Trivento, a contemporary event space. In addition to the content programming, the experience included activations such as the interactive FigJam, a photobooth, digital tattooing, and three demo desks, creating different ways to interact with the brand’s universe.
Late afternoon
During the afternoon, the experience continued within Figma’s new office. With a press conference, we brought journalists, creators, customers, and executives together in a more intimate environment, with content, networking, and a customer case presentation.
Night
In the evening, the country’s design leaders gathered for a dinner at Terraço Notiê, a complex of high-end gastronomy, cocktails, and music located on the top of the Shopping Light in downtown São Paulo. The choice of the space helped connect the experience to the city itself, with views of São Paulo’s historic center, Figma ambiance, cocktails, and vinyl music.
The care of personalized experiences for each audience
An event that creates brand memory is not a sequence of random steps; a strategic plan is necessary. For Figma, each experience was carefully designed for the audience that would be welcomed.
The community needed to participate and experiment. For the press and creators, proximity, content, and access to executives were necessary. For the leaders, they needed an environment that favored conversations and relationships.
Based on this defined strategic logic, we take care of the operation from end to end: we organize spaces, flows, activations, ambiance, catering, gifts and suppliers, always in integration with the global teams of the brand. Local elements also helped to bring together and highlight cultural aspects of Brazil, such as the delivery of customized Havaianas with the Figma identity.
Results
An arrival that generated presence, connection and participation
Our strategy for the three Figma events brought together different audiences around the brand’s arrival in Brazil, combining scale, proximity, and relationship throughout the experiences.
- 366 participants at Shipped Figma in São Paulo
- 35 participants at the Media Table + Q&A
- 50 participants at the dinner for C-Levels
