ICARO Brazil, WMcCann and Streetwise Bring Formula 1 Brand Experience to One of LATAM’s Largest Wholesale Business Districts Through Integrated Media Takeover
SãO PAULO, SãO PAULO, BRAZIL, November 5, 2026 /EINPresswire.com/ — On the eve of the Formula 1 São Paulo Grand Prix, Mastercard is concluding an 11-day activation that brought the McLaren Mastercard Formula 1 Team to Brás, one of Latin America’s largest wholesale fashion districts. The campaign features a comprehensive, district-wide brand takeover powered by ICARO Media Group Brazil, in collaboration with WMcCann and Streetwise.
Anchoring the activation is Casa Mastercard (Mastercard House) at Shopping Vautier Premium, a modern wholesale fashion destination in the heart of Brás. The experience brings together the worlds of business, technology and motorsport, connecting the McLaren Mastercard Formula 1 Team with the district’s vast audience of retailers, entrepreneurs and visitors. Brás attracts more than 200,000 visitors daily and generates approximately R$26 billion (US$4.8 billion) in annual economic activity.*
Visitors to Casa Mastercard can experience a replica McLaren Formula 1 race car, explore racing gear and merchandise associated with renowned McLaren drivers Lando Norris and Oscar Piastri, compete on professional racing simulators and participate in an AI-powered photo experience that places them in McLaren racing gear. The activation also features a Mastercard business center offering small and midsize businesses access to management resources, training, automation and digital-security solutions.
-A Full-Scale McLaren Mastercard Brand Takeover-
The campaign extends throughout Shopping Vautier Premium, transforming the property into an immersive McLaren Mastercard Formula 1 Team brand experience. A prominent exterior mega-banner creates visibility across the Brás district, while the McLaren race car takes center stage in the building’s main atrium. Interior spaces and escalators feature the team’s globally recognized branding, and the rooftop terrace has been transformed into a dedicated McLaren Mastercard lounge. The campaign extends beyond Vautier Premium through digital screens at four additional shopping malls in São Paulo, creating a coordinated multiscreen presence across ICARO’s Brás Digital Out-of-Home (DOOH) Network.
-ICARO Powers AI Multiscreen Media Engagement and Experience Technology-
ICARO Media Group Brazil worked alongside WMcCann and Streetwise to develop the campaign’s media properties and custom formats, overseeing design, production and installation. The activation combines ICARO’s DOOH network in Brás, launched earlier in 2026, with custom media placements and large-format brand experiences. The result is an integrated campaign that brings the McLaren Mastercard identity into the physical environment while extending its reach across digital screens throughout the district.
“This campaign demonstrates how ICARO is expanding through partnerships with globally recognized brands, including Mastercard and the McLaren Formula 1 Team,” said Paul Feller, Chairman and CEO of ICARO Media Group. “Bringing our AI-powered, multiscreen media technology solutions to a campaign of this scale showcases the capabilities we are developing and deploying in markets around the world. ICARO is creating new ways for global brands to connect with dedicated fans and audiences across every screen.”
“Brás is where retailers from all over Brazil come to buy merchandise for their stores,” said Flavio Polay, ICARO’s Chief Media Officer. “More than 90% of visitors come to purchase products for retail locations in other parts of the country. Bringing the McLaren Mastercard Formula 1 Team into this environment, with media that integrates the brands, products and experiences, demonstrates exactly what the ICARO digital out-of-home network was built to do: transform one of Latin America’s busiest commercial districts into a digital stage for global brands.”
-A New Opportunity for Global Brands in Brazil-
Casa Mastercard represents the first global brand campaign on ICARO Brás DOOH Network, which continues to expand across the district. The activation demonstrates the potential of ICARO’s media platform to connect international brands with high-volume commercial audiences through coordinated physical and digital media experiences.
The activation concludes today, November 5. Casa Mastercard is open to the public from 10 a.m. to 4 p.m. at Shopping Vautier Premium, Rua Tiers, 184 – Brás, São Paulo, ahead of the São Paulo Grand Prix weekend at the Interlagos circuit, November 6–8.
-Campaign Fact Sheet-
Client: Mastercard, in partnership with the McLaren Mastercard Formula 1 Team
Agencies: WMcCann and Streetwise
Media Technology: ICARO Media Group Brasil
Venue: Shopping Vautier Premium, Brás – São Paulo, Brazil
Campaign dates: October 26–November 5, 2026
*Notes to Editors: Brás visitor/economic activity figures are attributed to the São Paulo Municipal Secretariat of Economic Development and Labor, 2026. The USD conversion based on exchange rate for Nov. 5, 2026.
ICARO Press
ICARO Media Group
press@icaromediagroup.com
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