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rua",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1859x559_px_Top_co_pia_[1]_2025_10_22_14_49_53_1761155393.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1920x1080_px_Cover_co_pia_[1]_2025_10_22_14_49_53_1761155393.webp","2025-10-22T00:00:00.000Z","GRI Institute",1055,"2025-10-22T14:49:53.000Z","2025-11-04T13:47:23.000Z",[1460],{"id":1461,"newsId":1447,"languageId":25,"title":1450,"subtitle":1462,"content":1463,"summary":8,"takeaways":8,"seoTagConversionId":8,"seoTag":8,"seoTitle":1464,"seoKeywords":1465,"seoDescription":1466,"seoAbstract":8,"seoImage":8,"createdAt":1467,"updatedAt":1468,"language":1469},2881,"Planejamento estratégico, gestão eficiente e design adequado podem reverter altas taxas de vacância","\u003Cstrong>Principais insights:\u003C\u002Fstrong>\r\n\u003Cul>\r\n\t\u003Cli>\u003Cstrong>Desafios operacionais e vacância: \u003C\u002Fstrong>Fatores como custos desbalanceados, falhas de especificação nos projetos e problemas de governança condominial dificultam a atração de investidores e a operacionalização eficaz dos espaços.\u003C\u002Fli>\r\n\t\u003Cli>\u003Cstrong>Importância do planejamento desde a concepção:\u003C\u002Fstrong> Fachadas ativas funcionam quando são planejadas de acordo com as necessidades específicas de cada operação.\u003C\u002Fli>\r\n\t\u003Cli>\u003Cstrong>Retrofits e ativação do espaço urbano:\u003C\u002Fstrong> Empreendimentos bem executados, que abrem os térreos para a cidade e requalificam os acessos, podem aumentar o valor de locação e revitalizar áreas urbanas. \u003C\u002Fli>\r\n\u003C\u002Ful>\r\n\r\n\u003Chr \u002F>\u003Cbr \u002F>\r\nO conceito de fachadas ativas, embora já presente nas discussões urbanísticas há algum tempo, ganhou maior visibilidade e atenção da mídia pelos altos índices de vacância apontados recentemente.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nDurante encontro promovido pelo \u003Cstrong>\u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fstrong> sobre o tema, \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Fbrazil\u002Fjulia-botelho_20951\" target=\"_blank\">\u003Cstrong>Júlia Botelho\u003C\u002Fstrong>\u003C\u002Fa>, \u003Cstrong>CEO\u003C\u002Fstrong> da \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fmatchpoint-real-estate_10782\" target=\"_blank\">\u003Cstrong>matchpoint\u003C\u002Fstrong>\u003C\u002Fa>, destacou que \u003Cem>“não devemos enxergar [fachadas ativas] apenas como um problema, mas sim como uma oportunidade de construir soluções.” \u003C\u002Fem>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA \u003Cstrong>matchpoint\u003C\u002Fstrong>, reconhecida por seu trabalho estratégico no mercado imobiliário, tem se posicionado como uma das vozes chave nesse debate, ajudando a entender os desafios e as oportunidades relacionados ao comércio de rua e sua implementação.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA ideia de trazer os térreos dos edifícios de volta ao varejo, com portas e vitrines voltadas para o público, tem o potencial de transformar a dinâmica urbana, tornando as cidades mais vivas, seguras e acessíveis.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nContudo, a discussão revela também um desalinhamento estrutural entre as diretrizes urbanísticas e a realidade de operação, desenho e financiamento do varejo de rua - que envolvem desafios de planejamento urbano e viabilidade econômico-financeira.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEsse descompasso se reflete nos indicadores de mercado. Segundo levantamento realizado pelo escritório Campagner Arquitetura e Urbanismo, encomendado pela Associação Comercial de São Paulo, entre 60% e 80% dos imóveis destinados a fachadas ativas na capital paulista estão vagos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEm muitos desses casos, placas de locação não são instaladas, o que indica a dificuldade em atrair investidores e operacionalizar esses espaços de forma eficaz.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>Plano Diretor vs. Realidade de mercado\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHistoricamente, São Paulo foi uma cidade que, nas décadas de 1950 e 1960, adotou uma linguagem urbana em que o comércio de rua desempenhava um papel central na vida dos bairros. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNo entanto, a partir dos anos 1970, com o avanço dos shoppings centers e o aumento da centralidade do automóvel, o consumo foi transferido para ambientes fechados, afastados da rua, alterando significativamente a relação entre os edifícios e o espaço público.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO Plano Diretor de 2014 procurou recuperar parte dessa linguagem, introduzindo a fachada ativa como um conceito regulatório. A proposta visava incentivar térreos abertos, com portas e vitrines voltadas para as calçadas, substituindo muros e grades por estabelecimentos como restaurantes, cafeterias, livrarias e lojas. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara estimular a adoção do modelo, a legislação concedeu benefícios construtivos, que variam de 20% a 50% da área do terreno, dependendo do zoneamento. No entanto, os resultados não foram uniformes. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEm muitos casos, a fachada ativa foi adotada como uma contrapartida para benefícios urbanísticos, resultando em soluções superficiais, projetadas apenas para cumprir a legislação. Isso se refletiu diretamente na baixa eficácia dos espaços, que muitas vezes não estavam adequadamente preparados para o varejo. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA falta de visibilidade das vitrines, a ausência de infraestrutura para exaustão e sistemas técnicos, além da escassez de pontos de carga e descarga, inviabilizaram as operações comerciais.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAlém dos desafios técnicos, há também uma importante transição cultural a ser enfrentada. A reaproximação entre edifícios e calçadas é um processo gradual que exige tempo, ajustes regulatórios e uma leitura territorial qualificada - uma integração entre a visão urbanística e as necessidades práticas do mercado.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEmbora a política pública incentive a adoção de fachadas ativas, são as escolhas feitas no planejamento do produto e a disciplina na execução que realmente transformarão essa intenção urbana em resultados comerciais concretos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>Desafios operacionais contribuem para alta vacância\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA vacância em fachadas ativas é considerada uma consequência de fatores diversos, como os custos de operação, fundamentos de varejo e as decisões relacionadas à governança condominial. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNa prática, a decisão do lojista de ocupar um espaço leva em consideração o valor total de operação - incluindo aluguel, condomínio e IPTU - e a capacidade real de faturar naquele ponto específico.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nQuando as despesas de condomínio e IPTU estão desbalanceadas em relação ao aluguel, as margens de lucro e atratividade para investidores diminuem, e a rentabilidade do ativo se deteriora. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nRelatos de campo também destacam erros de especificação que dificultam a viabilidade de operações desejadas. Por exemplo, restaurantes exigem uma infraestrutura de exaustão adequada, enquanto farmácias, dependendo da localização, precisam de estacionamento para funcionar corretamente. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAlém disso, há casos em que o acesso à loja se dá por dentro do condomínio, criando uma barreira física que prejudica o fluxo de consumidores da rua para o interior do estabelecimento.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nOutro desafio significativo é a dificuldade de corretores e investidores em identificar a vocação mais adequada para cada ponto. Isso leva a propostas que muitas vezes não estão alinhadas com as características do território, o que compromete o sucesso do empreendimento.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA governança condominial também desempenha um papel crucial nesse processo. Mudanças na fachada ou na comunicação visual frequentemente exigem unanimidade entre os condôminos e, em diversos casos, condomínios exigem taxas extras pela instalação de sinalizações externas. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEssas questões, muitas vezes, acabam aumentando os custos operacionais, desincentivando a ocupação do espaço e prejudicando a atratividade dos empreendimentos.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>Caminhos práticos, do retrofit ao “retail-first”\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nComo observou Júlia Botelho, “\u003Cem>fachadas ativas precisam ser planejadas de acordo com o que cada operação demanda. Um restaurante precisa de exaustão, uma farmácia precisa de vagas, e assim por diante. O imóvel tem de ser vocacionado para que funcione de verdade”\u003C\u002Fem>. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara garantir o sucesso, é essencial envolver especialistas em varejo ainda na fase de concepção do projeto, integrar as diferentes disciplinas envolvidas e evitar adiar decisões críticas para o pós-entrega.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNo plano físico, as especificações técnicas e a visibilidade são fatores cruciais. Lojas exigem pé-direito útil acima de 3 metros, caixilhos que não obstruam a vitrine e infraestrutura adequada para HVAC (aquecimento, ventilação e ar condicionado), exaustão e equipamentos técnicos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA curadoria do mix de lojas, a abertura ao público por meio de boulevards e a integração do empreendimento com o entorno também colaboram para a preservação da coerência comercial e do posicionamento do ativo.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAlém disso, retrofits bem executados têm mostrado que a requalificação do espaço pode, de fato, aumentar o valor de locação e revitalizar a área. Casos de empreendimentos que abriram suas áreas térreas para a cidade - demolindo muros, redesenhando acessos e ampliando a segurança - foram apresentados como modelos de valorização imobiliária e de vitalidade urbana. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara os estoques já entregues, as soluções incluem diagnósticos individualizados para cada loja, revisões nas convenções condominiais, intervenções de projeto para melhorar acessos e visibilidade, e a redefinição do mix de lojas. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA integração das fachadas também exige um tempo de maturação. Assim como os shoppings precisam de anos para consolidar hábitos de consumo, o comércio de rua também demandam uma curva de consolidação, que deve ser acompanhada de gestão ativa.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAtivar o térreo é ativar a cidade e, para que moradores, lojistas, investidores e o próprio município se beneficiem, é necessário unir projeto, operação e governança\u003Cbr \u002F>\r\n ","Fachadas ativas promovem transformação urbana em São Paulo","GRI Institute, real estate, mercado imobiliário, varejo, fachadas ativas, matchpoint, financiamento, São Paulo, varejo de rua, comércio, planejamento urbano, plano diretor, governança condominial, IPTU, prefeitura de São Paulo, retrofit, revitalização","Roundtable promovida pelo GRI Institute debate diretrizes municipais da cidade e a realidade de operação, planejamento e financiamento do varejo de rua - que envolvem desafios de planejamento urbano, governança condominial e viabilidade econômica.","2025-10-22T14:50:14.000Z","2025-11-04T13:47:18.000Z",{"code":18},{"id":25,"color":27,"translations":1471},[1472,1474,1476],{"title":26,"slug":30,"language":1473},{"code":13},{"title":37,"slug":38,"language":1475},{"code":18},{"title":33,"slug":34,"language":1477},{"code":23},[1479,1487,1495,1503],{"id":5,"label":1319,"translations":1480},[1481,1483,1485],{"label":1319,"slug":1330,"language":1482},{"code":13},{"label":1319,"slug":1330,"language":1484},{"code":18},{"label":1319,"slug":1330,"language":1486},{"code":23},{"id":65,"label":1231,"translations":1488},[1489,1491,1493],{"label":1231,"slug":1242,"language":1490},{"code":13},{"label":1245,"slug":1246,"language":1492},{"code":18},{"label":1249,"slug":1250,"language":1494},{"code":23},{"id":185,"label":1425,"translations":1496},[1497,1499,1501],{"label":1425,"slug":1436,"language":1498},{"code":13},{"label":1439,"slug":1440,"language":1500},{"code":18},{"label":1443,"slug":1444,"language":1502},{"code":23},{"id":181,"label":1337,"translations":1504},[1505,1507,1509],{"label":1337,"slug":1348,"language":1506},{"code":13},{"label":1351,"slug":1352,"language":1508},{"code":18},{"label":1355,"slug":1356,"language":1510},{"code":23},[1512],{"name":171,"enName":171,"ptName":171,"iso2":1513},"BR",[1515],{"name":1516,"slug":1517,"image":1518,"order":115},"Isabella Toledo","isabella-toledo","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FIsabella_Toledo_GRI_Institue_Profile_Pic_2025_11_04_10_40_03_1762263603.jpg",{"pt-BR":1520},"\u002Fmercado-imobiliario\u002Ffachadas-ativas-a-transformacao-urbana-atraves-do-varejo-de-rua",[1522,1523,1524,1525,1526,1527],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]