Copacabana for the People: Discussion Circle on Local Place Branding The event “Copacabana for the People” is part of Urban October & Urban Circuit 2025, an initiative of UN-Habitat, and focuses on the central theme “Confronting Urban Challenges: Pathways to Just and Sustainable Cities.” The activity will take the form of a strategic discussion circle, organized by the Design Management Laboratory at PUC-Rio (LGD/PUC-Rio). Its goal is to co-create guidelines for the neighborhood’s place branding, strengthening the sense of belonging, promoting citizen engagement, and boosting the local economy. The format combines a brief presentation of research results already conducted in the territory with a mediated discussion, where designers, architects, urban planners, institutional partners, residents, and local leaders will debate strategies for the collective use of the Copacabana brand. The approach is grounded in strategic design and social innovation, valuing the neighborhood’s identity as a beautiful, diverse, and inclusive place, and channeling this pride into concrete actions for urban revitalization, economic strengthening, and community cohesion. This initiative aligns directly with the concept of People-Centered Smart Cities and contributes to the Sustainable Development Goals: SDG 11 – Sustainable Cities and Communities; SDG 10 – Reduced Inequalities; SDG 8 – Decent Work and Economic Growth; SDG 17 – Partnerships for the Goals.