Included in one of the largest residential areas of Luanda, in an neighborhood of recognized quality, the Shopping Atrium Nova Vida is part of Adsoul portfólio since the year 2013. For this mall it was created the concept 'Here I feel at home', which addresses the shopping physical proximity to its natural audience, the inhabitants of the urbanization. Along with it, every month is developed a new theme that aims to promote the mall and streamline sales of the different stores that compose it. For this we developed a simple and appealing line of communication, based on sentences and expressions well known, such as:”love is in the air', 'head to toe' and so on. With this communication, it was created a relationship of greater empathy with the shopping target, ensuring a considerable increase in traffic.