The consolidation of a permanent schedule of major international shows and festivals in São Paulo is driving a new moment at Galeria do Rock. With annual revenue of R$200 million in 2025, the shopping center is looking for ways to connect with fans who are increasingly connected to the lives of its artists via social media.
After reestablishing a flow of visits similar to that of the pre-pandemic period, Galeria do Rock projects a 10% increase in revenue from its stores in 2026 and, then, around 20% in 2027.
Located at the end of Avenida São João, Galeria do Rock established itself in the 1990s as a commercial complex dedicated to urban cultural movements. In addition to the shirt and record stores, the various aspects of rock, of course, along with skateboarders and the hip-hop scene, transformed the space into a cultural heritage site for the city.
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“Over these 30 years, we have followed the transformation of this entire cultural expression. When we started back then, the internet did not exist”, says the vice-president of the current management of Galeria do Rock, Marcone Moraes. “The whole way people interacted with each other and their relationship with bands changed.”
Management wants to capture this change. One rooftop Recently installed in the building, there are weekly cultural activities and shows on Saturdays, starting at 11am. The idea is that parents can take their children to an alternative to big nighttime rock events, introducing new generations to the musical style.
“The fan’s relationship with the bands has also changed a lot. Today, they see practically the artist’s entire day-to-day life on social media”, points out Moraes. “The transformation is where he can have access to rock’n’roll culture, see a show, band or exhibition and also have access to official products”, he assesses.
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On the one hand, the Gallery formed a partnership with the Consulado do Rock store and the merchandising company Merch, offering official products authorized by the bands themselves. On another front, the space will carry out commercial activations for major musical events taking place in the city of São Paulo, including negotiating for band members to attend the set in person to increase the capillarity of interactions: “The idea is that the public has a continuity of the show experience”.
The most recent opening inside the shopping center was an official Fresno band store, where fans line up, especially on Saturdays, to have contact with the group’s members.
Downtown revitalization
In addition to its own initiatives, Galeria do Rock should take advantage of a movement to attempt to revitalize the region in the Center of São Paulo. Moraes says he has seen, in the last two years, an increase in policing in the region that has reduced residents’ fears about going to spaces close to the shopping center.
“We noticed an improvement in the security and janitorial relationship in the central region. This brings back a public that, for a while, was afraid to visit the region. There was never a fear of coming to the gallery, but today people leave here on foot, pass through Vale do Anhangabaú, go to Shopping Light, Copan”, he points out.
As it exists today, the Galeria do Rock project was born in 1993, when it was formed into a condominium model managed for years by property manager Toninho Moraes, Marcone’s father. In parallel, the family is also part of the Instituto Cultural Galeria do Rock, dedicated to preserving and expanding the legacy of the enterprise.
Listed in 2007 by the Municipal Council for the Preservation of Historical Heritage (Conpresp) under its official name, Centro Comercial Grandes Galerias, the space is located in a space that attracts interest from public bodies. As a way of financing the restoration of the facade, a project for next year that could cost up to R$600,000, the company hopes to take advantage of the revitalization project in partnership between the State Government, São Paulo City Hall and the private sector.
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On weekdays, Galeria do Rock receives around 10 thousand people, a number that reaches 15 thousand on Fridays. During Saturdays, there are up to 25 thousand visits. On weekends of major events, such as Formula 1 or major festivals, this attendance reaches 35 thousand people.
