The Rock in Rio brand is committed to helping build a better world, not only through music and entertainment, but also through social and environmental causes. One of the pillars of the festival's sustainability plan is the reuse of materials and structures across multiple editions as a way of reducing waste. In addition, the "For a Better World" project aims to advance the festival's impact and communications to make Rock in Rio a recognized global reference as a sustainable and innovative event. Thus, the Infinite Stage was born as a creative solution to Rock in Rio's ESG demands, recognizing the invisible work of millions of waste pickers and recyclers in Brazilian society and drawing the market and the public’s attention to a new way of thinking about events and communication.

We created the first 100% recycled and 100% eternally recyclable stage in the festival's history. Innovation and sustainability came together, just like Rock in Rio and Gerdau, one of the supporters of the 2022 edition. The same recycled steel used to make the stage will be reused in future editions of the festival and will be eternally reused beyond that to make houses, hospitals, cars, and thousands of other things. In addition to being the biggest stage ever created for the festival, the new structure carries a message aligned with the brand's objectives: the reuse of large structures and materials across multiple editions and the engagement of a long chain of stakeholders (sponsors, recycling cooperatives, etc.).

The Infinity Stage was born out of an internal demand by Rock in Rio itself to be increasingly sustainable, based on a strategy to rethink single-use materials and structures within the event. The action's targets were mainly the festival's stakeholders (suppliers, sponsoring brands and partner companies), in addition to the festival's own audience (Brazilians from classes A and B, aged 18 to 45, mainly from the Southeast region). For the former, the approach was, as a benchmark, to encourage new partnerships with a focus on sustainability and encourage new low-impact ideas for the event. For the second audience, the goal was to make the story of Palco Infinito stand out in the national press, bringing in far-reaching artists such as Ivete Sangalo to convey the message to the entire audience and generate a real connection between people and the festival and its mission of create a better world.

The World Stage of the Rock in Rio’s 9th Brazilian edition (held September 2 to 11, 2022) was the biggest in the festival's history, at 30 meters high (about the same as a 10-story building) and 104 meters wide (equivalent to two Olympic pools). It was assembled from more than 200 tons of 100% recyclable steel—enough to manufacture 400 cars. The steel used to create the stage and scenography will be reused in future editions of the festival.

From planning to execution, the Infinite Stage project took 10 months and involved approximately 80 people.

The Infinite Stage project was featured in nearly 500 different national and international media outlets, including influential and widely viewed channels around the world. The presence of one of Brazil's leading singers, Ivete Sangalo, in the promotional material further increased awareness. The message of sustainability from Rock in Rio reached an audience of 60 million people through PR actions, in addition to spontaneous social media coverage valued at R$8 million (approximately $1.5 million).

In terms of impact, the construction of the World Stage scenography for RIR Brazil 2022 used 200 tons of recycled steel. For each ton of recycled scrap, 1.5 tons of CO2 emissions are avoided. With the Infinite Stage, we were able to avoid the emission of 300 tons of CO2. A benchmark was set for the large events market, demonstrating that it’s possible to bring sustainability, conscious production and consumption to the world of festivals.