At TIM’s Oscar Freire concept store, ribbons placed on a “tree of dreams” become donations to a Gerando Falcões network NGO.
Wishes that turn into social impact
The tree in front of TIM’s flagship store on Rua Oscar Freire, in São Paulo, is getting a special year-end role. Turned into a “tree of dreams”, it will be filled with blue ribbons symbolizing customers’ wishes for 2026.
The action goes beyond decoration and public engagement on one of the city’s most famous streets. Each ribbon tied to the tree will be converted into a donation to an NGO from the Gerando Falcões network.
The initiative runs from 17 to 28 December, placing TIM’s concept store at the center of a solidarity campaign. In this way, shopping at the location is directly connected to social support.
How the “tree of dreams” works
During the campaign, every purchase made at the store gives the customer a blue ribbon. The type of ribbon varies according to the amount spent on products or services.
Customers can write down their wishes for the new year and tie the ribbon to the tree in front of the shop. Each ribbon placed there will be counted and transformed into funds donated to social projects.
The money will support initiatives that work with children in vulnerable situations. The beneficiary NGO will be chosen by Gerando Falcões from its network of more than 1,300 organizations, one of Brazil’s largest social development ecosystems.
Long-term partnership with Gerando Falcões
The campaign strengthens TIM’s partnership with Gerando Falcões, which began in 2022. Since then, both organizations have created joint projects focused on digital inclusion and community development.
Among the highlights is Brazil’s first 5G-connected favela, implemented in collaboration with the NGO. TIM also allocates part of the revenue from its TIM Black postpaid plans to support Gerando Falcões projects.
With the “tree of dreams”, this relationship gains a new, symbolic chapter, involving customers directly in the cause. The initiative reinforces the company’s positioning at the intersection of technology, innovation and social impact.
Flagship store brings innovation, blue Santa and experiences
TIM’s concept store on Oscar Freire will also feature a blue Santa Claus and special offers for the season. The character reflects the brand’s visual identity and adds to the festive atmosphere.
Opened in April 2025, the space is filled with references to TIM’s music and innovation pillars. It includes a podcast studio, product trial areas, a gamer zone and a smart home experience.
The store is located at Rua Oscar Freire, 987, one of São Paulo’s best-known addresses. As a result, the campaign is expected to reach both TIM customers and the many visitors who stroll through the neighborhood.
