Parque D. Pedro




Experiential Branding

Wayfinding Consulting

fd2s provided comprehensive brand development and environmental graphic design services for the 1.2-million-square-foot Parque D. Pedro shopping center outside São Paulo, Brazil. 

fd2s began by developing an underlying narrative, name, and visual identity for the project. The next step was translating that story into the physical environment by creating shopping zones that use architectural and visual landmarks to orient and guide customers throughout the massive project. The fd2s team accomplished this with a visual language that includes signage, floor treatments, three-dimensional installations, and seasonal pageantry. The team also documented tenant identification standards and created a site-wide wayfinding program. 

By developing the themes that serve as the foundation of the brand and then building those into a visual language for use across all public areas, fd2s made Parque D. Pedro’s enormous size more manageable for visitors while also creating an enjoyable and memorable shopping experience.

“We enlisted fd2s to help us make sense of wide-ranging design opportunities at the inordinately large Parque D. Pedro shopping center. fd2s evolved an innovative, far-reaching thematic design vocabulary that fit seamlessly with the architecture we were trying to create. From oversized entry billboards to Portuguese cobblestone paving patterns, fd2s contributed mightily to the overall aesthetic success of the project. Our experience working in Brazil with fd2s was um prazer grande, a great pleasure.”


— Ed Jenkins, Principal, Laguarda Low