Duratex and Marcelo Salum reveal feminine sensitivity at CASACOR SP

The aroma and subtlety of flowers, the strength of the feminine, the golden ratio and the sweet resonance of a D minor chord from an old samba by Cartola are the elements that inspired the sensory panorama of As Rosas Falam , a Duratex space with interiors by Santa Catarina architect Marcelo Salum for CASACOR SP 2024. The brand, which is a leader in innovation and quality in the manufacture of wood panels in the Southern Hemisphere, is an official sponsor of the show. “When I received the invitation from Duratex to create this space, the first thing I did was put together a playlist ,” recalls Marcelo, inspired by the song “As Rosas Não Falam.” “I always start with a collection of references. I like to work with a classic scent, so to speak. But I always try to bring this in a current and fresh way [to the decor] . I believe in a cozy home… a home with soul, with memory. For this environment so connected to the feminine, delicacy is strength,” says the professional. This heightened sensitivity and the ability to incorporate affection into the décor were fundamental aspects in establishing this partnership with the brand. “When we started to imagine this space, we immediately thought of Marcelo Salum. There is a lot of synergy between the décor he proposes and the Harmonia collection, which we launched at the beginning of the year”, comments Patricia Cisternas, marketing manager at Duratex. When designing the interiors, Marcelo knew he needed to design a complete home that would convey his design narrative, encompassing all the complexity and lightness of the proposal . He immediately fell in love with the Birch pattern, part of the Thera line, also launched by Duratex. The product’s natural and delicate effect gave life to a box that covers the floor, wall and ceiling – all with the aim of achieving a cozy effect. Two other patterns from the Harmonia collection – Blush and Deep Blue – also stand out in these Duratex panels, adding depth to the feminine essence. There is also a shade of Solar Ochre, present in niches (and combined with Deep Blue) that echoes, in the bathroom, the hues of the Ceusa coverings, part of the Italian Days collection in partnership with the brand SOUQ, by Traudi Guida. There, crockery and metalwork from Deca, master sponsor of CASACOR and also part of the Dexco brand house, complete the ambiance. As expected, a rose garden in pots occupies the building's original balcony and invites visitors to contemplate this source of inspiration that directly interacts with the interiors. The landscaping, designed by Monica Costa, also includes delicate arrangements by floral artist Aline Matsumoto.

The art curation also includes the work of many women. Starting with exclusive portraits of six strong and important women in Marcelo Salum's life, painted by actress, model and artist Claudia Liz. The selection, handcrafted by Salum, also includes creations by Carolina Kasting, Sonia Ebling, Elizabeth Jobim, Monica Piloni, Mucki Botkay, Mai-Britt Wolthers, Rosana Nada, Mariana Palma and Célia Euvaldo – including the sculpture Vestido (2010) by Nazareth Pacheco. There are also works by other artists that engage with the concept of decoration, including photographs by Guilherme Licurgo, from the renowned Desert Flower series , striking images by Denilson Machado and Salvador Cordaro and striking paintings by Paulo Von Poser. As for furniture, pieces designed by contemporary national designers such as Jader Almeida, Mauricio Arruda and Suite Design coexist with original items by the architect in partnership with Frederico Cruz. For Marcelo, the appreciation for poetry represents yet another surprise from his curatorship. Verses scattered throughout the area lull visitors into a rhythm of softness and enchantment. Some of the drawers in the custom-made furniture by Celmar Móveis even hold poems like a lucky secret. “I really like working with details. Nothing here is random. When I finished all the decoration, I thought: wow, I would love to live in this place,” confesses Marcelo. According to Duratex, welcoming and delighting visitors is one of the premises of this partnership. "The Duratex space at CASACOR São Paulo is a true celebration of the beauty, harmony and strength that resides in the delicacy of roses and in the feminine that lives within us all," concludes Patrícia Cisternas, the brand's marketing manager. In addition to As Rosas Falam , Duratex is also present in 39 other environments at CASACOR SP .

SERVICE – CASACOR São Paulo 2024

Where: National Complex, on Paulista Avenue, 2073 – São Paulo (SP) When: May 21 to July 28, 2024 Box office hours: Tuesday to Saturday, from 12pm to 10pm Sundays and holidays, from 11am to 9pm Digital box office: https://appcasacor.com.br/en/events/sao-paulo-2024 Ticket prices: R$ 111 – Full R$ 56 – Half price Purchase of half-price tickets: senior citizens aged 60 and over, students presenting a valid photo ID or payment receipt. Disabled individuals and their companions (according to law 12.933/13). Proof of half-price tickets will be required at the door.