In Mexico City, Starbucks is a gathering place that appeals to its customers’ desire for outdoor living.
A person standing in a room with tables and chairs.

World of Leisure: Latin America

The 2014 FIFA World Cup proved that when it comes to leisure, Latin America is a player. Sports are big, but the opportunities are bigger.

BY MIMI ZEIGER

Goal! The word’s enthusiasm sums up a burgeoning market for leisure in Latin America. It also speaks to Gensler’s presence there, exemplified not only by its involvement in the World Cup, but by a growing portfolio of high-profile projects for Latin America–based and global companies. “What makes leisure different here is the social aspect,” says Gensler’s Luca Panhota-Alves. “Brazilians are rabid sports fans, but the games are social events. People want these gathering places, so mixed-use destinations are growing.”


QUICK TAKE: LATIN AMERICA

Sports are a big part of leisure, paired with complementary uses to generate year-round revenue.


Security is often a factor, with consumers seeking safe havens for family outings and socializing.


Growing affluence is making quality of life more important. Traffic congestion is an issue.


Gensler teamed with Brazil’s Coutinho Diegues Cordeiro Arquitetos (CDCA) to design Arena Corinthians for the 2014 FIFA World Cup. Located in Itaquera, near São Paulo, the stadium was initially “designed to be redesigned,” according to Panhota-Alves. The World Cup opening match was played there, along with a semi-final match. “Priority one was to be ready, which we were. Priority two is to rework the stadium for the Corinthians’ post-Cup use.”

“The Corinthians stadium expresses a uniquely Brazilian view of leisure that combines sports, entertainment, and fandom with family, food, and an enriched urban life,” says Gensler’s Ron Turner, who is leading the interior portion of the stadium’s redesign. The Corinthians are a top team in Brazil, he notes. “Given the club’s rich history, we want to celebrate that legacy so fans feel, ‘This is our stadium.’ But we also want it to be a year-round destination.”

A large crowd of people at a sports stadium.
La Rinconada baseball stadium celebrates a top sport with fans in Caracas and throughout Venezuela.

More than just soccer<