CASACOR São Paulo 2021 is back, renewed and at a new location

The year 2021 will be marked as the year in which CASACOR São Paulo will once again be itinerant . The largest and most recognized exhibition in the architecture, decoration, design and landscaping segment in the Americas is ready for new challenges and is ready to move to a new address. unprecedented in the city . After a long season at the Jockey Club – where it remained for 14 years –, the big surprise this year is the move of CASACOR São Paulo to the newest multipurpose event space in Latin America, attached to the Arena Allianz Parque, Parque Lookout . The premiere is scheduled for the second half of this year, between September 21 and November 15. The venue is already being fully prepared to comply with health protocols and guarantee the physical integrity of everyone during this pandemic period, whether during the construction, assembly, the visitation and dismantling of the event. For the first time, CASACOR invites an artist to work on its communication in conjunction with the Casa Darwin agency. The debutant is Felipe Morozini , known for his activism, his love for the city and his urban intervention work. At the top of Parque Mirante, he composed the work " I Will Be Another Place ": an artistic intervention of more than 3,000 m² that officially marks the arrival of CASACOR São Paulo at its first address in this new phase of the brand. See " target="_blank" rel="noopener noreferrer">here the creative process of Morozini's work. The choice of the new scenario takes into account, in addition to the structure and security, the easy access through the various roads that serve the central region and with several options in transport services. Another essential point is the fact that this urban fabric has attracted new business and residential projects, becoming one of the most relevant in the city . “ CASACOR is going to do what most people would have liked to do during this pandemic: change homes . We are saying goodbye to a fixed address and returning to a nomadic life, traveling and exploring new spaces in the city. In this challenging year, we will take the São Paulo edition for an emblematic region: the West Zone and its pioneering role in the industrialization of the State ”, explains Livia Pedreira , president of the CASACOR Board of Trustees. “Among the chimneys remaining from the transformation of São Paulo; SESC Pompeia, Lina Bo Bardi’s magnum opus , and the new frontiers of the real estate market, we will inaugurate a state-of-the-art multipurpose event space ”, concludes Livia Pedreira. Felipe Borsoi , marketing manager at Allianz Parque, talks about the launch of the space in partnership with CASACOR, which is here to showcase the versatility and reception potential of Parque Mirante and the West Zone of São Paulo. “We are immensely proud of this partnership between the most modern arena in Latin America and the largest and most complete exhibition of architecture, interior design and landscaping in the Americas. Opening Parque Mirante with CASACOR shows the dynamism and possibilities that arena has , embracing more and more segments, going beyond football and music" "The rooftop , which was created as an option for events and social gatherings in the city of São Paulo, is our first step towards our " Arena Viva " project, which aims to transform the place into a 24/7 social space. per week” adds Felipe Borsoi.

What's coming next

At CASACOR São Paulo 2021, more than 9,000 m² of built area will be presented, with the creation of 60 environments , including houses, apartments and lofts, by the main names in Brazilian architecture. The exhibition should occupy, in addition to the rooftop , with a privileged view of Pico do Jaraguá, another floor of the building.

In response, Casa Original promotes a series of reflections, especially due to the evident desire to return to origins , to seek ancestry and the necessary balance between past and future. The architects, designers and landscapers of the CASACOR team will be invited to think about this new universe of living: the place of affection and memories that celebrates our identity . “The pandemic brought forward this movement back home, to daily tasks, to domestic self-sufficiency, but it also definitively plugged us into the digital universe,” recalls Livia Pedreira.

CASACOR São Paulo: back touring the city

In this moment of intense social transformation, the São Paulo exhibition is betting on the return of its traditional itinerant model, through which it became famous for always innovating in different and unexpected formats and exhibition locations . After more than a decade exploring every nuance of the Jockey Club, Now the CASACOR São Paulo audience will be surprised every year by the exhibition locations. “ We are going to return to the brand’s original DNA, which will once again be itinerant . The timing is more than right, as the city is starting to offer new spaces for major events,” recalls Benjamin Ramalho, Executive Director of CASACOR. The change of address, which is already planned to occur over the next five years , is one of the business strategies for the future of the brand, which has maintained its relevance and influence in the segment by providing experiences in the universes of architecture, decoration and design. The brand has always evolved in form and content, keeping alive in its DNA the challenge of presenting creative, versatile and timely proposals . A good example was the innovative CASACOR Windows project and the implementation of the phygital format nationwide, without losing the essence of the brand. , created in 1986. According to André Secchin, CASACOR’s General Director, “our investment in digital media is another priority for CASACOR’s business area, bringing new possibilities to partner brands that invest in the show. Now, in addition to providing a physical experience to those who visit the event, resources such as virtual tours and other activations can provide immersion into the brand's universe , even after the event." "It is worth remembering that all exhibition locations will be prepared to receive visitors in safe conditions determined by health protocols, such as social distancing , mandatory use of masks and easy access to sinks for cleaning hands and alcohol gel", adds André Secchin . Marina Crocomo , Marketing Director at Deca and Ceramic Coatings, believes that the investment in CASACOR is one of the most strategic and important for the product segment . “The Duratex brands have been present at CASACOR since their launch and we believe in the importance of improving formats to bring , with ever greater excellence, the most modern products we have in our portfolios. In addition to Deca with ceramics and metals, we also traditionally bring Duratex /Durafloor in wooden floors and panels and, this year, we will also enter with Portinari in ceramic coverings, not only in São Paulo, but in other areas” says Marina Crocomo For Flávia Pardini , Marketing and Relationship Manager at Deca, master sponsor of CASACOR and official partner of the brand for 28 years , transformation is always welcome. "For Deca, who usually makes CASACOR a true trend laboratory , being in a "Building a new building and thinking of new solutions to present to the public is one of the most vital parts of the investment . We evolve together with CASACOR every year with a new proposal for a theme and space that they present to us." Coral , CASACOR's official dye since 2017, also relies on experience to launch its products annually. "The partnership with CASACOR is a source of great pride for us. Participating in the largest exhibition of its kind in Latin America over the last five years has been a great opportunity to "A vibrant exchange of experiences and great learning. During this period, we have seen an increasingly colorful event, inspiring Brazilians and showing the transformative power of paints in environments ", says Priscila Perez , Color Marketing specialist at AkzoNobel Decorative Paints.

CASACOR Service Sao Paulo 2021

Date : September 21 to November 15, 2021 Location : Mirante Park - Padre Antônio Tomás Street, 72 (Allianz Park) More information will be released soon.