CASACOR , the most complete architecture, landscaping and interior design exhibition in the Americas, begins 2023 full of new features. One of them is the unprecedented partnership with Agência Sharp , which takes on the brand's communication and, alongside the curatorial team, is responsible for creating and executing the theme for this year: “ Body & Home .” Sharp was chosen by CASACOR, for being a cultural intelligence hub that combines methodologies to build creative solutions, facilitating dialogue between brands, cultures and their communities, believing in the power of experience, research and collaboration to design relevant and innovative projects. impact, always linked to business objectives. Thus, the theme and campaign for CASACOR 2023 began to emerge, which bring together a set of macro trends in behavior that impact the contemporary lifestyle and were mapped by CASACOR curators, Livia Pedreira , Pedro Ariel Santana and Cristina Ferraz , who understand that the scenario of uncertainty persists. The trend mapping was accurately read by Agência Sharp, which translated the study into images , resulting in a campaign of impactful photos, which will be the brand's guide and will be displayed in all 20 national and 4 international locations and for the iconic exhibition. from Sao Paulo .

The Creation

The creative process was based on four macro pillars: the home as a place of subjectivity; the home as a maternal place; the home as a place of permanence and the home as a place of knowledge . "We thought broadly to create a concept that went beyond market movements and also engaged in dialogue with the people and cultural communities that build and advance the territories of the exhibition, translating the new relationship of human beings with their bodies and their homes, about how our home is our body and vice versa ", reveals Mariana Stabile, Founder and CEO of Sharp. From these pillars, two premises were devised for living in the house: treating yourself as you treat the house and treating the house as you treat your own body . “More than that, 'Body & Home' is the materialization of two things simultaneously aggregated based on the idea that they always go together", says Sharp strategist and researcher, Gabriela Campos.

This framework makes the curators of CASACOR and Sharp, supported by the 2023 Manifesto, believe that attention , affection and care must permeate our relationships with the body, the mind, the other, the home, consumption, city and the planet, proposing a new cartography of affection , based on ancestry, tolerance, diversity and empathy. In terms of visuals, the big news is the use of photographs. The entire campaign illustrates the symbiosis between body and home . The images are full of details of materiality, textures, light and structure, elements often seen in architectural photographs, which together with the phrase, ' the facade must become skin ' – one of the mottos of the CASACOR 2023 trends report – guided what would come next in terms of design. "The goal was to create a home experience that was as intimate as possible," says Raphael Tepedino, Creative Director at Sharp. "We delved into CASACOR's trend research and used several insights from the agency's workshop to define the visual path. and the statement. 'Body & Home' was conceived as a fluid combination of the architectural structure with the body structure . Images of the house, objects and architecture were mixed with the details of the body", adds the creative. "Our great inspiration was artistic communication , to pique the public's curiosity about what they will see at CASACOR this year. To do this, we used images that did not have much contrast between them and complemented each other, blurring the barrier between what is body and home, conveying the idea that one is an extension of the other ", explains Sharp's Creative Director, João Veloso, who adds: "For the professionals who will participate in this edition, this is an opportunity to work with more subjectivity their spaces”. In addition to Mariana Stabile (Founder and CEO), Fernanda Ricardo - Head of Operations and Projects, Thais Francoski - Planning Leader, Patricia Gianini - Management Leader, Keila Ramalho - Project Manager, Marcela Petrus - Head of New Business, Christian Seki - Design Leader, Junior Barros - Production Leader, Carolina Zibetti - Head of Strategy, Raphael Tepedino - Creative Director, João Veloso - Creative Director, Gabriela Campos - Strategist and Researcher, Juliana Sacramento - Copywriter

About CASACOR Sao Paulo

The main edition of CASACOR, CASACOR São Paulo will be held from May 30 to August 6, returning to the first half of the year calendar, as was the tradition until 2019. The stage for all this will be, for the second time, Conjunto Nacional , on Avenida Paulista, continuing the success of its 35th anniversary edition, which was marked in the history of the event. In 2023, the show will be in an expanded space and will have more than 11,000m² of built area . CASACOR São Paulo will occupy the building's mezzanine and open terrace, with a completely new configuration for visitors who will be able to get to know the architecture of the iconic building even more closely.