Nubank announces Nubank Arte Lab, the largest permanent immersive art space in Brazil

São Paulo, June 9, 2026 – Nubank, one of the world’s largest digital financial services platforms, announces today Nubank Arte Lab, a new permanent space dedicated to immersive experiences, art, and technology, located on the first floor of the Conjunto Nacional building on Avenida Paulista in São Paulo. Scheduled to open in August, the project was created to expand the Brazilian public’s access to large-scale cultural experiences in one of the city’s most iconic locations.

Developed in partnership with Aventura, the country’s largest operator of cultural facilities, the Nubank Arte Lab will span 2,700 sqm (approx. 29,000 sq ft) and will include a dining area, a gift shop, and year-round programming. The architectural design is led by Jacobsen Arquitetura, an office renowned for projects such as the Rio Museum of Art (MAR).

The venue will feature three modular environments. The Multipurpose Room will function as a versatile core, capable of hosting art installations, exhibitions, events, workshops, and other activations. Meanwhile, the two Immersive Rooms will enhance sensory experience with digital projections and audiovisual narratives. One of these rooms will feature a 10-meter-long LED wall and a mirrored ceiling.

The immersive exhibition “O Mundo de Tarsila” (The World of Tarsila), the largest ever dedicated to the work of Brazilian artist Tarsila do Amaral, will mark the venue’s grand opening. This unprecedented exhibition will kick off the celebrations for the artist’s 140th anniversary and will occupy more than 10 rooms with 360-degree projections, interactive installations, an original soundtrack, sensory experiences, and digital reinterpretations of iconic masterpieces such as Abaporu, Antropofagia, and Operários. The ticket pre-sale for Nubank customers begins on June 17th via the Fever platform.

Nubank customers will have access to exclusive benefits, including a 35% discount on ticket purchases, as well as discounts at the exhibition gift shop and the dining area for Ultravioleta customers.

“Our investment in Nubank Arte Lab is part of Nu’s strategy to expand its footprint in culture and entertainment, through physical activations that go beyond finances. In recent months, we have announced two major initiatives in the city: the reopening of NuCine Copan, located in the iconic Copan Building, and the naming rights for Nubank Parque, a multipurpose arena for concerts, sports, and major events. With these initiatives, we also want to give back to our customers and to São Paulo, the city where Nubank was born, by offering experiences that connect art, technology, and entertainment,” says Juliana Roschel, Marketing Vice President at Nubank.

“We are bringing an unprecedented concept to the world, using technology and innovation as essential tools to drive and disseminate different fronts of the creative economy. Nubank Arte Lab will also be a major center for experimentation and co-creation, with its agenda focused on expanding and sharing culture, enabling new experiences and forms of engagement, and multiplying our reach to new audiences,” states Luiz André Calainho, partner at Aventura.

Brazil on the global roadmap of immersive art spaces

In recent years, spaces such as the Ateliers des Lumières in Paris, Superblue in Miami, and Artechouse in New York have helped cement a cultural experience model that blends art, technology, and architecture. Nubank Arte Lab enters this landscape as the first permanent venue of its kind in Brazil, aiming to firmly place São Paulo within this international circuit.

The initiative also aligns with a broader movement of cultural revitalization along Avenida Paulista, driven by the expansion of cultural centers, experiential spaces, and creative economy initiatives. Nubank Arte Lab joins the region’s transformation by proposing a new meeting point between the city, culture, innovation, its residents, and tourists.

For more information about the Nubank Arte Lab, follow @nubankartelab.

Press images available here