Claro at the Paulistana House celebrates tropical modernism and connectivity

Built from scratch in the external area of the CASACOR São Paulo 2025, the project Claro na Casa Paulistana was designed by architect João Panaggio to celebrate the brand as the official operator of the exhibition.

With 170 m², this project – fully connected – was born from a sustainable proposal: the entire metallic structure used in the construction was repurposed from other creations of the architect for two editions of the CASACOR Rio de Janeiro, in 2022 and 2023.

In addition to the reutilization, the idea was also to create a comfortable and cozy project that referred to tropical modernism. "Each person who entered was able to check a bit of our scenario of Brazilian architecture, our foundational history, of research – besides that, they were able to enjoy this solar architecture that proposes a direct relationship between light and shadow," comments João.

With a floor plan in the shape of an irregular triangle, Claro na Casa Paulistana houses a living room, kitchen, reading room, bedroom, and bathroom. Skylights and strategically positioned openings guided visitors through the Claro space by means of sunlight, illuminating the market with connectivity and innovation and ensuring the relationship with the garden of Parque da Água Branca, the venue for this edition of the exhibition.

In the furniture, João selected pieces from modernist and contemporary national designers – including names such as Jorge Zalszupin, Claudia Moreira Salles, Mauricio Arruda, Estúdio Nada se Leva, Mauricio Arruda, and Nildo José. In art, he added works by Arthur Lescher, Raul Mourão, Laura Vinci, Lucia Koch, and Ana Holck, celebrating the Brazilian creative scenario.

The partnership with Claro, in turn, explored the possibilities of connectivity in the space. The project was intelligently automated: all devices were interconnected and could be controlled by tablets or voice commands.

"It is not new that Claro has been investing in experiences that help its customers to understand, in practice, how connectivity can improve a home. We have already been with CASACOR in São Paulo and Brasília, and visitors got to know a variety of Claro's products and services, such as Claro tv+, 5G, and Wi-Fi, exploring how these solutions can make daily life even more efficient. Whether for remote work, streaming movies and series in high definition, or for the simultaneous connection of multiple devices at home, these innovations promote a seamless digital experience,” comments Ane Lopes, director of Marketing, Branding, and Communication at Claro.

This relationship with technology ensured comfort and welcome inside the project, according to the architect. "This invitation [from Claro] goes beyond the universe of architecture and design companies in the exhibition. And a very important point of the partnership is to show the possibilities of connectivity in a model home. Each person who passed through here was able to understand the network, the TV, the automation control, lighting, music control… Everything in a space with a lot of architecture,” explains João.

For the brand, the project reinforces the desire to ensure a practical routine for users. "We want to transform the house into a place where comfort, practicality, and quality of life meet harmoniously, creating a project always connected to the outside world, without sacrificing security, speed, and the experience that Claro's technology and services provide," concludes Ane Lopes.