Tegra Incorporadora's debut as a sponsor of Taste São Paulo Festival 2026 marked a new chapter in the brand's experiential journey. ATENAS was responsible for the strategic concept, planning and execution of the brand's presence at the world's largest food festival, translating attributes such as sophistication, wellbeing, hospitality and connection into a memorable experience enjoyed by thousands of visitors over ten days.

Inspired by the concept "A Toast to Great Moments,"we created a proprietary experience that blended hospitality, entertainment and interaction. At the heart of the activation was an immersive mixology experience inspired by Italian sodas, where guests were invited to create, discover and actively participate alongside expert hosts. Complementing the experience, we developed giant bubble workshops that transformed the outdoor area into a playful and welcoming space for families, reinforcing Tegra's purpose of creating meaningful connections between people.

Rather than approaching the festival as a sponsorship opportunity alone, we designed every touchpoint to bring the brand's positioning to life, connecting Tegra's world of residential developments with urban culture, sensory experiences and emotional storytelling. During the landmark tenth edition of Taste São Paulo Festival which celebrated a decade of gastronomy, culture and entertainment at Villa-Lobos Park the activation became a powerful example of how Brand Experience can generate engagement, emotional connection and lasting brand recall.

For us, Tegra’s arrival represented the opportunity to build, from the very first project, a delivery that brought the brand’s positioning to life in every detail of the experience. It is a piece of work that reinforces our commitment to transforming strategy into real, relevant, and memorable connections.