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Popular taste

I met Pedro Ariel and Lucia Gurovitz – respectively editor-in-chief and design editor for Casa Cláudia – at the Idea Brasil award ceremony. Pedro later emailed me and mentioned they’d like talk to a bit more about my research, so on my return we met for lunch at the executive dining room on the top of the Abril headquarters, where we were joined by Regina Galvão, senior editor of the magazine – after lunch we checked out the terrace’s impressive view.
Casa Cláudia is Brazil’s oldest shelter magazine, and one of the most recognised titles from the mammoth media and publishing group Abril. Despite a growing number of competitors, it also a household name in Brazil (and also in Portugal) when it comes to decoration and, to some extent, the tricky notion of taste. I was really interested in finding out how design has been featured in the magazine and perceived by its wide audience, and also here things are changing. The growing “C class” (or lower-middle class) is altering its patterns of consumption, but also its access to information. Being a popular title, Casa Cláudia is noticing those social changes, but also a more widespread interest in all things Brazilian. Differently than the past – when foreign decorative elements, trends and taste were seen as superior by the so-called laughter class – or AAA, the super rich. This appreciation of “Made in Brazil” products and aesthetics (whatever that means)  has been coming from larger, increasingly more populous social groups that are more in touch with their (popular) culture than the traditional Brazilian elites. And that is no small shift.
The editors of Casa Cláudia have been answering that appreciation with the “Design Brasil” volume series, where since 2003 – but on an irregular basis – they have been collating profiles of Brazilian product and furniture designers. In true Casa Cláudia tradition, these inexpensive, highly accessible publications are a great way to introduce a large audience to some of their most important design practicioners. I left the Abril building with all 4 of them, including the latest 2009 issue.

I met Pedro Ariel and Lucia Gurovitz – respectively editor-in-chief and design editor for Casa Cláudia – at the Idea Brasil award ceremony. Pedro later emailed me and mentioned they’d like talk to a bit more about my research, so on my return we met for lunch at the executive dining room on the top of the Abril headquarters, where we were joined by Regina Galvão (right), senior editor of the magazine – after lunch we checked out the terrace’s impressive view. Read the rest of this entry »

Our Business

I first knew of Gerson Oliveira and Luciana Martins’ work when I assisted Guta Moura Guedes on the research for the &Fork book back in 2006. Their studio is called ,Ovo, and I had it on my São Paulo list from early on. I arrived at their Vila Olímpia address quite late in the day (7pm is actually night time in the Autumn), and managed to have a great chat with Gerson – Luciana said hi on her way from a meeting to a dinner.

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Other People’s Business

Besides having some of the coolest wheels in Curitiba, Luiz Pizzani has been researching and teaching entrepreneurship in design for the past years. His project, called Empreenderargh!, is a series of workshops with students and professionals Pizzani organises all over the country. On his travels he also goes on studio visits and interviews designers about their work, business and expectations (available on his website). I talked to Pizzani just before I left Curitiba (he took me to the bus station), and it was rather enlightening to hear what he has to say on professionalism in Brazilian design…

Hubs in the Network

Day 3 in Curitiba didn’t allow for much sightseeing – I did most of it on endless bus rides around town on Sunday – but was particularly productive when it comes to interviews, today with two of the city’s most prolific design thinkers. Read the rest of this entry »

Collective Thinking

Thirty minutes after I arrived at my hotel in Curitiba this Saturday night I was out again to meet Alex, Mauro, Diego and Fabiano (who left before I took the photo). Mauro Rego and Alexander Czajkowski are two fourths of Boana Estudio, a young design collective based in the three Brazilian cities. I heard from them after Fernando Galdino left a comment on one of my first posts here in Alvorada, and immediately got in touch with them. Alex is still studying here, and Mauro is now teaching in Florianópolis. Gabriel Rodrigues is in Florianópolis too, and Erica Ribeiro lives in Salvador, Bahia. What led me to contact them was not only their unique working arrangement, but the fact Boana worked on the very first documentary on N Design, the Brazilian design student convention.

Entitled A Folha que Sobrou do Caderno (English title Something Worth Leaving Behind), this documentary is a series of interviews with students, professors and professionals about the role, the impact and the future of Brazilian design and the people who are now studying in the area. 48,000 students graduated in design last year from over 400 programmes all over the country, and the figures are rising. From the very first industrial design school in the country (Rio de Janeiro’s ESDI, which opened in 1963) to art schools with design degrees in cities like Salvador or Brasília, from more trade-oriented institutes in the industry-rich southern states to “advertising art director factories” in São Paulo, design students in Brazil are anything but uniform. N Design, or N, is held once a year in a different city, and is the place where everyone comes together to meet, network, present their work and discuss their education and their profession. This year’s N, which took place in Recife, gathered about 4500 2500 students (thanks Rafael for the correction!), nothing like the 4500 who went to Florianopolis in 2007. Alex, Diego Silvério and Fabiano Braga (all of them students, but already working collectively on projects with Mauro and other people in Rio de Janeiro, São Paulo and Florianópolis under the extended name of Mobile) are organising next year’s N, which will take place here, in the year Curitiba will also host the Brazilian Design Biennale.

It was very rewarding to chat with these guys last night. I got yet another perspective into the reality and the challenges Brazilian designers – from its youngest, most networked and collaborative generation – face in our time of global transition.

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