CASACOR 2022 launches new campaign with the theme "Infinito Particular"!

Under the motto " Infinito Particular ", the advertising agency Casa Darwin was challenged to create a new campaign for CASACOR 2022. Led by the duo Rodrigo Leão and Márcio Cócaro , the team's creatives developed a visual language capable of translating the proposal 2022, as well as celebrating the brand's 35th anniversary.

Particular Infinity

Every year, CASACOR, through a powerful trend survey coordinated by its curators, defines a theme that serves as inspiration for the entire CASACOR network and its professionals. This year, as the starting point, we have the statement of Particular Infinity – theme phrase that is the result of a new dive into current trends enhanced by the complex period of global dimensions. To define the guiding concept for all of the more than 17 exhibitions scheduled to take place in 2022, Livia Pedreira , president of CASACOR's Board of Trustees, states: [box]"Multiple, plural, diverse, the home is at the center of the profound transformations of these extraordinary times. It becomes hybrid, flexible, permeable to infinite and new ways of living. It breaks the technological impersonality. It translates into a sanctuary of self-care , of physical well-being. It promotes emotional and spiritual balance. It is now a biographical space, indifferent to the imposition of styles. The house follows the movement and expands into a singular, non-transferable universe."[/box]

Follow below the interview with Rodrigo Leão , founder of Casa Darwin and creative director of the campaign.

1- What was the inspiration for the campaign?

To create the CASASCOR 2022 campaign with the motto Infinito Particular, our inspiration came from where it always does: from the comprehensive research on global trends that we received from the brand's curators. A magnificent and complete vision of where the world of architecture, design and interiors and landscaping, guided by new human behaviors and needs that have emerged in the last two years due to the pandemic. A compendium of quality and in-depth information that only a team like CASACOR is capable of organizing.

From there, we continued with an in-depth research of imagery inspirations based on the work of artists from all over the world. Because besides being part of CASACOR's DNA, art has this capacity — to go beyond the merely communicative and reach the poetic space. In a way, We seek the same thing as the incredibly talented architects, designers and landscapers who participate in the exhibition: to awaken visual emotions.

2- The guiding concept of all the exhibitions is Particular Infinity. How did you arrive at this synthesis?

In the research we found some key elements that we should try to translate. There was a definitive end to the boundaries of the home which, through technology and also through circumstances, allowed entry into the world of work, school, leisure activities and physical well-being, mental and spiritual. This set of interests, particular to each family or individual, transformed the house into a more biographical place, full of stories of those who live there. Bringing the two things together: the infinite space of a house hyperconnected with the particularities from this new biographical style emerged Infinito Particular.

3- What is the creative path for translating the theme into images?

This house, open to the world, should not have walls, only its contours should define it. So we went looking for artists in the art world who were dealing with this context. During our visual research, we came across works by numerous artists who, each in their own way, commented on the spatial construction of architecture in a synthetic and impactful way, among them Ron Gilad, Massimo Uberti and Cornelia Konrads.

In addition to these, the Japanese architect Sou Fujimoto also seems to test the limits of the permeability of spaces in his work of transparent and minimalist constructions.

But, if there was a language that was already beginning to insinuate itself in the references, there was still a biographical element missing, which would make the campaign as unique as the environments that CASACOR presents every year. With this in mind, we decided to search through the brand's image archive. , which turns 35 this year, iconic projects, exciting details and locations that made this story of infinite beauty so unique.

After extensive research, we came up with six photographs of past events that were transformed into minimalist iron sculptures. They will be part of the event's offline and online campaign, representing these particular infinities.

4- Casa Darwin's partnership with CASACOR is long-standing. What were the main challenges?

Casa Darwin celebrates its 15th anniversary this year, along with CASACOR’s 35th anniversary, and it has been a privilege to be part of the history of this powerful brand. Our collaboration with the CASACOR curatorial team has been both one of the most terrifying and rewarding. that we have had the opportunity to experience in recent years.

The work is daunting because the brand’s community, with millions of followers across social media, its website and its exhibitions, is one of the most visually sophisticated and demanding consumer groups that can exist. Managing to please CASACOR’s curators and audience, who congregate The constant search for the emotion that form and function awaken in our hearts is a huge challenge.

But it is also an incredibly rewarding experience, because the work and creation process, carried out together with the curatorial team, is carried out with the highest standards of education, intelligence and exchange of creative and artistic references that an advertising professional can hope for. Success with the public requires, year after year, that our team maintain the highest creative and aesthetic standards.

By presenting its annual themes, CASACOR not only organizes this extremely important and valuable commercial market that involves the culture of good living. It educates without being professorial, challenges without belittling, and proposes values that are effectively shaping a better future for the entire society.

Campaigns are just one part of this movement: they express the desire for a more diverse, more sustainable, more intelligent and more caring future, where ethics and aesthetics contribute equally to a better life for everyone on the planet. Being part of this vital expression is a great privilege. But it gives me butterflies every time... oh, it does.

35 years of the brand

Yes, CASACOR is 35 years old! With more than 17 editions spread throughout Brazil and four in the Americas, the brand started with a first event in São Paulo, in 1987 and this year it turns 35. But don't be surprised if you find its various franchises celebrating 10, 25 or 30 years , as each of them has a successful trajectory in their respective cities. CASACOR Peru is celebrating 25 years, as is CASACOR Goiás , two franchises that organize several memorable events. And we will still have 30 years of the CASACOR Brasília and CASACOR Rio Grande do Sul exhibitions. It will be a year of celebration of several editions of this long-standing brand, which, with its beautiful events, have expanded the experience of living.

CASACOR Service Sao Paulo 2022

When? From July 5th to September 11th Where? National Complex - Paulista Avenue, 2037