An immersive activation designed to turn institutional memory into a living experience.
To celebrate the 25th anniversary of Marcha a Brasilia em Defesa dos Municipios, Themaz developed a virtual reality experience that invited participants to revisit key moments of Latin America’s largest municipalist event. The project combined technology, storytelling and experience design to create a memorable, emotional and highly engaging celebration.
During the event, a special, accessible and carefully designed space was created with four virtual reality headsets. The structure supported a continuous flow of visitors, staff guidance and a comfortable journey for different participant profiles, bringing innovation and institutional communication together in a simple and impactful way.
The interactive experience lasted around seven minutes. Throughout the journey, participants navigated through historical highlights of Marcha, recognizing its evolution, political strength and role in building an increasingly relevant municipalist agenda for Brazil.
More than presenting audiovisual content, the activation transformed Marcha’s trajectory into a spatial narrative. Visitors moved beyond watching a retrospective and became part of the story, exploring scenes, milestones and symbols of the event through an immersive language.
The project reinforced Themaz’s ability to create solutions for large-scale events, combining historical content, interactive technology, on-site operation and brand experience. Every detail was designed to honor Marcha’s legacy while pointing toward the future of institutional communication.
The result was a delivery with strong symbolic value: an accessible, technological and emotional experience capable of increasing participant engagement and repositioning the event’s memory as a platform for innovation.
