BRAZIL SA 2013 edition translates, in terms of architecture and scenery, a multi-sensory experience that involves the public and exhibitors in a Brazilian cultural and emotional narrative.
The "reflex" is instrumented in scenography as a project strategy, with the transformation of the existing architecture into a new perceptive environment, to elevate the products of the exhibitors and create a sensorial interaction of the visitors with them.
The architecture of the Palazzo Giureconsulti i...
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BRAZIL SA 2013 edition translates, in terms of architecture and scenery, a multi-sensory experience that involves the public and exhibitors in a Brazilian cultural and emotional narrative.
The "reflex" is instrumented in scenography as a project strategy, with the transformation of the existing architecture into a new perceptive environment, to elevate the products of the exhibitors and create a sensorial interaction of the visitors with them.
The architecture of the Palazzo Giureconsulti is transformed into a giant kaleidoscope that reflects the "interior to the exterior", both conceptual and physical, creating an intervention in the architecture of the building and its relationship with the city of Milan.
This ability to transform and innovate, to see the contemporary world through different points of view, to create collective and sensory experiences, to reflect the natural in the cultural, the craft in the industrial and vice versa, are some of the fundamental prerogatives of contemporary brazilian design.
Commissioned by: Fuorisalone di Milano 2013
Format: Event
Job description: scenography concept, project and set-up
Project Team
Author: Atelier Marko Brajovic
Creative Director: Marko Brajovic
Project Director: Carmela Rocha
Assembly: Allestimenti Benfenatti e Zucca Studio
Lighting: Volume
Specials Scenographies for: Abirochas, Bertolucci, Casa & Jardim (Editora Globo), AGT/ Yawanawa Acre (Rosenbaum), Reflexos: Mobiliário Brasileiro (Sindmóveis), Kitchenaid, Docol, Reflexos do Brasil (Brazil SA)
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