CASACOR 35 years exhibition reflects on living

In three and a half decades, there are countless stories to tell. The commemorative exhibition that CASACOR presents at Conjunto Nacional , in parallel with the São Paulo edition, was born from the desire to rescue and organize the memory of the event. “We have wanted to delve into our collection with the intention of producing knowledge”, says Livia Pedreira, president of the CASACOR Board of Trustees. “Throughout its history, the exhibition has always generated a wealth of material on architecture and residential interiors, areas that have been little studied in Brazil,” he adds. However, much of this information was scattered. The first step to gather them was the creation of an internal project called CASACOR Memory, from which an image archive was born. In 2021, as the 35th anniversary approached, the idea arose to expand the search for records and data and turn them into an exhibit. The adventure of giving form, content and soul to the CASACOR 35 YEARS exhibition was shared between Livia and architects Carmela Rocha and Paula Thyse, from Ateliê Esquina — the three curate the project side by side. “Before I called them to talk, I already knew their work from other exhibitions and I knew that they were both familiar with how CASACOR works,” says Livia. Both Carmela and Paula were part of the Atelier Marko Brajovic team (at different times). and supervised the installation of installations at the exhibition. This time, however, the involvement would be much deeper. “The exhibition is the result of a seven-month journey, during which we carried out several immersions with the event team to understand CASACOR ’s areas of activity and which are the most relevant areas to be addressed”, says Paula. “Our work went beyond expography and encompassed the entire construction of the narrative. We also took care of the practical side, which included planning and monitoring the execution,” says Carmela.

emblematic address

When the exhibition was in the development phase of defining its curatorial paths, we received a great surprise: the news that CASACOR São Paulo would take place at Conjunto Nacional. “We were even more excited about the prospect of interacting with such an important architectural work, located in in the heart of the city”, recalls Paula. Furthermore, the building's layout meant that most of the commemorative exhibition was open to the public, displayed in common areas where thousands of visitors pass through daily. “We immediately imagined that the building’s two ramps would house a tour through the decades, with images of environments, so that visitors could appreciate the evolution of interior design in Brazil,” says Carmela. This is how the Timeline was created, one of the core themes of the exhibition. This historical overview, as well as the other themes — Introduction, Welcome, The Event, Sustainability and Social Impact and Honorees — are a consequence of the desire to highlight essential characteristics from CASACOR . “They express the reasons for the brand’s longevity: its presence in several territories, the fact that it moves an entire sector of the economy, its importance for the consolidation of interior design in the country, its performance in the social and sustainability fields”, he summarizes. Livia.

Little lit houses

Distributed throughout various points of Conjunto Nacional, the centers are easily recognizable thanks to the visual identity imagined for them. “We did several studies with the shape of a little house, inspired by the work of artists Ron Gilad and Massimo Uberti. We presented the drawings to Livia and, Coincidentally, they were very close to the language of the advertising campaign created for CASACOR this year. Everything matched perfectly”, says Carmela. The silhouette appears either whole or fragmented into elements such as doors and windows. “They are continuous lines, drawn with light, that symbolize the connection between the facts and feelings that make up the history of the event,” says Paula. The architects hope that the public will leave the exhibition with a clearer vision of the many facets of CASACOR . “And that visitors will be able to recognize themselves in the decorations, have fun and be inspired. After all, the home is a fundamental part of a person’s life.” everyone”, concludes Carmela. And the CASACOR 35 years exhibition was possible thanks to the partnerships with sponsors Deca , Coral and Shopping Cidade Jardim and the support of LG Business Solution and Florense

CASACOR Service Sao Paulo 2022

Where: Conjunto Nacional, on Paulista Avenue, 2073. When: July 5th to September 11th, 2022

Tuesday to Saturday from 12pm to 10pm Sundays and Holidays from 11am to 9pm Digital box office: https://casacor.byinti.com Ticket prices R$81.00 (Tuesday to Friday) - Full R$41.00 (Tuesday to Friday) – Half price R$101.00 (Saturday, Sunday and Holidays) R$51.00 (Saturday, Sunday and Holidays) – Half price Passport (free access on all days of the exhibition) R$601.00 (Pre-sale promotion code not applicable in this modality) Purchase of half-price tickets -Elderly people from 60 years old -Student presenting a valid document with photo or payment receipt. -Disabled person and their companion (according to law 12.933/13). *Pre-sale promotion not valid for half-price tickets *Proof of half-price tickets will be required at the door. Important: Purchasing a passport provides free access to the exhibition. Free entry is available for children aged up to 10 years old. 1 (one) CPF can purchase a maximum of 10 tickets. Group Sales: Purchases of more than 10 tickets or per CNPJ, send an email to ajuda@byinti.com CASACOR São Paulo 2022 is sponsored by Master Deca . Coral is the official paint; LG is the technology partner. The show also has local sponsorship from Duratex , local support from Portinari and Savoy . Casa Riachuelo is the official supplier of linens; Ketel One Vodka is the official beverage supplier; Pottencial is the official insurance company; Peugeot is the official car; Nescafé is the official coffee shop of the show. The partner hotel of the edition is Radisson and Veja is the official Media Partner of the event.