Lot Of Brasil , a Brazilian brand whose identity is "industrial experimentalism", presents a new collection signed by designer
Pedro Franco during the
Milan Furniture Fair : called "
Arquétipos ", the line seeks to create a counterpoint to the "instagrammable" phenomenon and bets on an aesthetic based on the values that "Design is Communication".
The research for the launches was based mainly on Carl Jung's archetypes, which explores the collective unconscious and the materialization of this relationship through images that carry intrinsic expressions of humanity.
The research focus was on
ancestry, more specifically the indigenous peoples , the original Brazilian peoples who recorded their drawings on the walls of caves located in Serra da Capivara (Piauí), 12 thousand years ago. This form of expression not only recorded their own existence but also served as a means of communication between the tribe.
The designer made a
connection between Brazil's ancestral culture and modern-day Brazilian graffiti , in which marginalized populations impose their existence through their "authorial" writing, leaving their personal mark immortalized on the city's walls. In developing the collection, Pedro Franco worked with graffiti artist
Bruno "Loucuras" .
Award-winning photographer
Paulo Mancini and São Paulo Municipal Theater dancer
Naia Rosa were invited to photograph the collection.
