Como Curitiba Virou um Produto de MARKETING URBANO que Foi Vendido ao Mundo
UGREEN produces content about sustainability in construction and helps professionals and companies put it into practice. Below you will find everything about our consulting services, events, and courses. EVENTS: On May 15th, in Curitiba, UGREEN will hold "Who Will Build a Different Brazil?" Secure your spot: https://ugreen.com.br/evento2026 CONSULTING SERVICES: Brand Consulting: https://www.ugreen.com.br/marcas Sustainable Construction Consulting: https://www.ugreen.com.br/construcoes COURSES: Regenerative Architecture: https://go.ugreen.com.br/curso-regene... Low-Impact Material Specification: https://go.ugreen.com.br/curso-materiais Sustainable Retrofit: https://go.ugreen.com.br/curso-retrofit Energy, Thermal and Lighting Simulation for Buildings: https://go.ugreen.com.br/simulacao All UGREEN courses in a single access: https://go.ugreen.com.br/pass SPONSORSHIPS: Want to sponsor the UGREEN channel or promote a sustainable product or brand? https://go.ugreen.com.br/marca FREE RESOURCES: Broadcast List with free news: https://go.ugreen.com.br/transmissao Weekly Newsletter: https://news.ugreen.com.br Follow us on Instagram for exclusive content: / ugreen_br Curitiba was sold to the world as the perfect model of a sustainable city. Public transportation worked, the parks were examples of planning, and Jaime Lerner's urbanism became a global showcase. But what happened behind this image? In this video, we dismantle the myth of the "model city" and show how Curitiba became the laboratory of Brazilian neoliberal urbanism—a model that traded social justice for marketing efficiency. From the creation of the BRT (Bus Rapid Transit) to the business agreements that shaped the territory, from the "Ecological Capital" to the growing housing deficit, the video exposes how the logic of capital transformed the city into a commodity—and planning into a spectacle. In the end, the question is direct: what remains when the myth falls apart and the real city appears?
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