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São Bernardo Plaza Shopping welcomes you to ‘The Empty Shop’.

When winter comes, it’s not uncommon to find clothing donation boxes in places like the malls, supermarkets or pharmacys. The São Bernardo Plaza Shopping mall decided to take their winter clothing donation campaign further by the creating “The Empty Shop”.

Strategically located at the heart of the mall, “The Empty Shop” has empty hangers, empty racks and shelves, also naked mannequins, and not clothing being sold. Here, the operation is the opposite: who walks through its doors does not leave with a new acquisition, but enters and leaves clothes.The clothing, shoes and accessories donated by the mall’s customers and visitors are forwarded to various NGOs.

The store window include key messages: “You have wardrobe with a lot of clothes – We have empty hangers”.

Loja Vazia 2

Loja Vazia 1

The São Bernardo Plaza Shopping has always been engaged in social causes and we are extremely happy to bring the Winter Clothing Donation Campaign for the city of São Bernardo do Campo into our mall. The whole project is a reversal of the consumption dynamics and now we want our customers to join in this cause by bringing shopping bags with clothes for donations to NGOs supported by the project, “said Tulio Cyrillo, the mall’s CMO.

Source: São Bernado Plaza, Hypeness and Veja SP

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Born in Taipei, Taiwan, but raised and living in Sao Paulo, Brazil. I work as researcher at LSI-TEC ( in Brazil in the field of electronic interactive media (emphasis on endutainement, accessibility and technology applied on education) and also as an New Media and Communication Analyst for FEBRACE (, working directly with public engagement and content curation for this project that is related to STEM education promotion via Science Fairs.