The partnership between Luminosidade, which organizes São Paulo Fashion Week, and the National Fashion and Design Institute (In-Mod), with a core of specialists, brought to life a major project focused on design, positioning Brazil as a leading player in the segment.
Plus, the Campana brothers were honored!
The event was organized by Luminosidade, the company which organizes SPFW and In-Mod, in partnership with a core of professionals who developed the format of the São Paulo Design Show, inspired by international shows: WKL, the initials of Waldick Jatoba, a collector; Katia d´Avillez, a cultural producer; and Lidia Goldenstein, a specialist in the creative economy.
Lidia Goldstein: “Design São Paulo embodied the essence of high-end design, which focuses on furniture and lighting, as well as interior design pieces.”
Graca Cabral, director of content and strategic partnerships at Luminosidade, says they welcomed the proposal put forward by the creators of the event because of “the perfect harmony between forms and concepts applied to fashion and everything that can be perceived in the design.” The curator was Maria Helena Estrada, a highly credible and recognized professional in Brazilian design: “In addition to stimulating the market, world-renowned designers promoted exchanges between countries and encourage design as a tool for innovation”.
São Paulo is an important center of fashion, art and culture. In june 2011, for the first time the city staged an unprecedented international design event – the São Paulo Design Show, the first high-end design event in Brazil, covering furniture, lighting, and unique or limited edition interior design objects.
With 20 galleries and design stores took part – among them, Bertolucci, Galeria Doïz, Estúdio Claudia Moreira Salles, Passado Composto, Galeria Luisa Strina, Amor de Madre, Galeria Baro, Ovo, Arterix, Artemobilia, Collectors, Firma Casa, Modernariato – approximately 120 unique or limited edition pieces were showcased, by designers such as Zanini de Zanine, Rodrigo Almeida, Guto Requena, Camila Sarpi, the Campana brothers, Miguel Rios, Claudia Moreira Salles, Zanine Caldas, Hugo França, John Gray, Gerson de Oliveira and Luciana Martins.
Design São Paulo showcased design pieces by more than 85 international and Brazilian designers!
All of them were available for purchase by collectors or design connaisseurs.
The event also included an exhibition by Paris-based Interware, Italian Maurizio Galante + Israeli Tal Lancman – who had a special space to exhibit their pieces and in which to exchange information with viewers.
The first edition of this event honored the Campana brothers, with an exhibition of some of their stunning work. The aluminum and bamboo prototypes in the Blow up collection the brothers designed especially for Alessi (a renowned Italian design store) and which are now in the store’s museum in Italy, have been provided especially for the São Paulo Design Show.
A side program of seminars and workshops delved deeper into design and its impact.
In addition to the Campana brothers, Maurizio Galante and Tal Lancman took part in round tables at the event on design-related themes, such as “Design and Art,” “Design Management” and “Design Trends.” The manner in which the objects were displayed at the show was also worth special attention: Croatian architect, now living in Brazil, Marko Brajovic created an installation that had a stunning visual impact and which was a total re-think of standard event layout.
These seminars served to stimulate and reinforce public policies, such as developmental strategies within this segment. It is worth nothing that the city of São Paulo has just announced, through SP Turis President, Caio de Carvalho, the city’s new slogan: Creative City. The slogan was created after many discussions regarding this theme, that have been going on since 2007.
More than 10.000 visitors passed by the Salon and approximately 1.300 people participated in lectures and discussions promoted by event organizers.
Artists and exhibitors were excited by the results of this first edition, both with the possibility of opening doors business-wise, and by the concretization of some of these business ventures already at the salon. Sergio Campos, from Artemobilia Galera, for example, sold Marquesa bank, designed by Oscar Niemeyer in the 1970s, and was exhilarated along with his client, who was able to make his dream come true. Actress Vera Holtz, a design fanatic, acquired many pieces for her collection. The international designers who participated in lectures and discussions were impressed by the quality of the pieces they saw.
The most important feedback, however, was from the public, who approved the Design-Art exhibit’s unique format.
Beginning with this edition, Design São Paulo will become an annual event, with a clear objective of including the design segment within the country’s cultural and economic melting pot.
The seed has been planted!
Concept: Design São Paulo is born as a high-end, conceptual and contemporary art space, creating a dynamic and active context in which to develop, think, make, sell and reflect upon current and future processes. An annual business and cultural event that once more places São Paulo on the map of the world’s most prominent fashion events.
– promote design as a tool for innovation and competition
– value to national design and designers
– position Brazil as a platform for design, exposing the creative diversity of Brazilian production
– increase trade and exchanges with globally renowned international designers.
– create opportunities for new partnerships
– promote business, introducing national design and its creators to a widespread audience and leveraging the design market in the country
– invite design collectors and enthusiasts to participate in a selection of unique pieces and limited editions created by renowned artists
– include the city of São Paulo and Brazil in the circuit of opinion makers and acclaimed design and art critics
Content: as well as housing the most sophisticated Brazilian design, Design São Paulo also encouraged the exchange of ideas, bringing together different segments through design and an intense schedule of lectures, workshops and talks with expert international and national guests.
Creative economy: the content schedule for Design São Paulo also included the 8th edition of the International Seminar for Creative Economy, a series of meetings and seminars sponsored by since 2007, which brings together leaders and key political, corporate and creative figures in fashion, design, art and related industries in order to build a positive agenda and adopt creative economy as a strategy for national development. Besides hosting the production of the most sophisticated Brazilian Design, the Salon encouraged the debate and exchange of ideas, connecting differents segments of the design through an intense speech, workshop and talks program bringing national and international guests who are references in this subject. The Design São Paulo emerged as an important hub for creative economy in the country, bringing with it economic, social, cultural and environmental benefits to different sectors of the Brazilian economy.
Stores and galleries: commercial and exhibit spaces for galleries and stores, where visitors could explore the world of prototypes, unique pieces and limited editions in furniture, lighting and objects. Journalist and design expert Maria Helena Estrada curated the space.
Bertolucci, Galeria Doïz, Estúdio Claudia Moreira Salles, Passado Composto Século XX, Galeria Luisa Strina, Baró + Coletivo Amor de Madre, Ovo, Arterix, Artemobilia, Collectors, Firma Casa, Modernariato, Allê Design por Marton, Cristina Guerra Contemporary Art + Miguel Rios Design, Aria Joalheiros, Mendes Wood, Thomaz Saavedra Escritório de Arte, Miniloft, Galeria Coleção de Arte e Lumini / Antonio Bernardo.
Designers represented: Zanini de Zanine, Rodrigo Almeida, Guto Requena, Camila Sarpi, Campana brothers, Maurizio Galante + Tal Lancman, Miguel Rios from Portugal, Claudia Moreira Salles, Zanine Caldas, Hugo França, John Gray, Gerson de Oliveira, Luciana Martins, Oscar Niemeyer, Joaquim Tenreiro, Sergio Rodrigues, Gloria Coelho, Jorge Zalszupin, Mauricio Arruda, Jean Gillon, Anita Fiszon, Rodrigo Almeida, Mana Bernardes, Jorge dos Anjos e Jacoppo Foggini, among many others!
Exhibits: the Design São Paulo had spaces entirely dedicated to a chosen designer or design collective. For the fisrt 2011 edition, Design São Paulo celebrated the Campana brothers and present them with the “Designer of the Year” award.
SPFW são paulo fashion week: the São Paulo Fashion Week has become an example in communications recognized for its quality and innovation in content relating to fashion, design and behavior. Newspapers, websites, magazines and other communication channels in Brazil and abroad put out several special fashion editions using the content created at these events as sources of inspiration. For the first time in its history, São Paulo is ranked among the world’s top ten fashion cities, according to an annual survey by Global Language Monitor (GLM), a company specialized in monitoring media trends.
“The soul of a country and its culture and fashion all enter into the equation. I believe our fashion will continue to grow within the economic development we are seeing, and we will become a fashion center as important as the European ones. São Paulo Fashion Week is an event that changes the way we make fashion in Brazil because it demonstrates to the domestic market and to the world that we are making quality fashion here.” – Brazilian President, Dilma Roussef
Location: Oca exhibition pavilion by architect Oscar Niemeyer, Ibirapuera Park, São Paulo, Brazil
Date: June 15-19, 2011
Use of space, basement: 4.000 sqm, where Design São Paulo created an environment where national and international design could be expressed to its full independent advantages, housing exhibits, sales, awards, workshops and conferences.
Ground floor: 3.500 sqm for cultural exhibits related to fashion and design, housing a design pop-upstore.
– a pop-up store curated by Ana Strumpf
– exhibition by Maurizio Galante + Tal Lancman
– exhibition by Alessi/Campana brothers
– Contemporary Lounge: this space was an exclusive point of interaction, promotion and relationships
First floor: 2.000 sqm
Second floor: 1.000 sqm – Galeria Mais International Business Fair
Special thanks to cerruti baleri !