The OCA building, which refers to the Tupi- Guarani word for house is a concrete dome and from inside the building, a borderless geometry gave an in nite perception of space.
In conceiving Design São Paulo's spatial organization, instead of using the host building simply as a container for the fair, we decided to dialogue with the architecture and immerse the public in a spatial experience that would transform the fair’s journey into a narrative.
Our story was the city.
Design São Paul...
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The OCA building, which refers to the Tupi- Guarani word for house is a concrete dome and from inside the building, a borderless geometry gave an in nite perception of space.
In conceiving Design São Paulo's spatial organization, instead of using the host building simply as a container for the fair, we decided to dialogue with the architecture and immerse the public in a spatial experience that would transform the fair’s journey into a narrative.
Our story was the city.
Design São Paulo was our first major fair project, occupying two floors of architect Oscar Niemeyer’s OCA, with more than 2000m2 in total exhibition area.
We organized the contents of the fair according to the circular space, designing a metaphor of a small city and simulating spontaneous spaces encouraging encounters, surprises, coincidences and communication between the exhibitors, all of which was new to the standard fair format.
The natural light was brought into a space and controlled by 2m diameter discs that produce an eclipse effect on the walls and is enhanced at night with programmed RGB lightning. The space was visually permeable and unpredictable.
From that “urban project“ emerged the expected result: after a few days of the fair, the exhibitors were exchanging experiences through window openings of their stands and visitors were setting up future meetings at the square and cafe. The fair became a meeting point for cultural exchange and discussion.
Associated event: São Paulo Fashion Week
Commissioned by: Luminosidade
Exhibition curator: Waldick Jatobá
Format: Fair
Job description: set design, lighting design, interior design, furniture design, graphic design, visual communication and set-up coordination
Project team
Author: Atelier Marko Brajovic
Creative Director: Marko Brajovic
Project Director: Carmela Rocha
Assistant Architects: Alberto Gomez, Vinicius Capella and Paula Thyse
Production team: Atelier Marko Brajovic
Manufacture & set up: Ponto Set
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