SPFC inova.são

inova.são is São Paulo FC’s innovation hub, opened in 2022 inside the Morumbis, the club’s stadium. It brings companies, professionals and supporters into the club: startups get a real stadium to test ideas in, professionals get programmes to learn in, and supporters get experiences with the club.

The name carries the idea. Portuguese nouns like inovação end in ‑ção, which sounds like São, so the bracketed [são] turns a word into the club’s own. In the logo animation the bracket draws first, são settles inside it, and inova. follows over its construction lines.

Two concept films. The first runs the bracket through words, evolu.[são] among them, until it lands on the line the brand signs with: Paixão pelo futuro, passion for the future. The second draws the club’s shield and its three stars in red line on deep maroon, and the name builds inside it.

The same system on a wall and overhead. On the wall screen the shield’s brackets frame a player from the club’s past, then one from its present, before the line Futuro e legado em perfeita harmonia: future and legacy in perfect harmony. The hanging sign runs the bracket again, from [são] to disrup.[são] to the tagline.

The club’s first sports and exercise science conference, 1ª Jornada de Ciência do Esporte e do Exercício, with DEM, São Paulo FC’s medical excellence division, and inova.são. Two LED panels for the venue and a vertical piece for social.

House X is House Experience, the unit inova.são launched in 2025 to turn the Morumbis into a stage for brands: live marketing, brand experience, and experiences inside the stadium and outside it. Its line, Inovação que emociona, innovation that moves you, ran on the stadium ring, the LED band that circles the bowl.

Each line is a 1920 by 80 render. The technical sheet stacks them thirty‑one deep, cycling black, off‑white and red, and three lines, one per ground, went out as reference. After the sheet, the ring running, filmed from the edge of the pitch, and four photos of it at night.

Three loops that introduce House Experience on an LED panel: what it is, what it does for brands, and what the Morumbis already holds, from match days to concerts. Each was rendered twice, at 5:3 and at 4:3, both 1008 pixels tall. The switch keeps the height and moves only the width, since that is the whole difference between the two. After the three switches, four photos of the panel in the room.