Shades of pink and playful architecture make up a house that celebrates women over 60 at CASACOR SP

A 64-year-old woman, very sure of herself and her achievements and who two years ago decided to value her own identity, stopping dyeing her hair and no longer fearing aging. This is the profile of the resident who inspired architect Ricardo Abreu to design Casa Coral for CASACOR São Paulo 2023. Sponsor and official paint of the event for the eighth year, Coral innovated once again and, together with Ricardo, brought to light a important reflection of current times, which combats ageism and places women as the protagonists of their lives. In addition to inspiring the visitor, the project values the plurality of styles and personalities of each individual, in line with this year's CASACOR theme, "Body & Address". In an environment of striking shapes and colors, with various shades of pink combined with a playful and contemporary architecture, the visitor enters a private universe, which is an ode to the courage to take risks in the use of colors and in projects that value individuality . “Coral is recognized for celebrating the use of colors, all the energy and sensations that surround them. In this project, it couldn't be any different. We encourage people to step away from the pasteurization of decoration and escape conventions, letting their home also be an expression of who they are inside. After all, your home can be whatever you want”, says Juliana Zaponi, Communications and Colors manager at AkzoNobel Latam, manufacturer of Coral. The architect divided the 225 m² area of Casa Coral into two spaces: a social one, with an integrated living room and kitchen, and an intimate one, which includes a bedroom, dressing room and bathroom. But, despite the room, circulation is fluid, as is the architectural design, whose main feature is five layers of wall — a metaphor for the phases of the resident's life. These are the multiple nuances of a modern and intense woman, who has always liked the playful universe of dolls, is not a fan of social conventions and has freed herself from any ageist prejudice. "My partnership with Coral arises from the choice of an unusual and bold palette in the decoration, centered on pink. Accompanied by this challenge, comes the need to bring together the wide range of colors in every corner, symbolizing hope and feminine avant-garde, in the freedom to paint the walls of your home in whatever color you want is an affirmation of individuality and authenticity”, says Ricardo Abreu.

The design of the project was inspired by doll houses, but with a futuristic look. Two large ellipses, in Earth Red, connect the spaces, creating openings that transform into doors and windows. Organic cutouts reveal the layers on the walls with a pinkish gradient. Among the colors from the Coral catalog that make up the palette are Afternoon in Venice, Sneakers, Dusty Flowers and Bluff Red. “Our challenge is for people to bring colors to their walls and make their homes protagonists and a reflection of their personality”, says Priscila Perez, specialist in Colors for Decorative Paints at AkzoNobel. In terms of decoration, the carpets from the Tapetes Urbanos collection stand out, designed by Ricardo Abreu Arquitetos for By Kamy. The pieces depict emblematic places in São Paulo, which were the subjects of landscaping projects to reintroduce greenery into the city. Three models are present in the environments: Paraisópolis in the living room, Tietê in the lounge and Nova Augusta in the bedroom. As for the furniture, the architect selected pieces with organic lines, which dialogue with the architecture, covered in shiny enamelled ceramic, rescuing the aesthetics of the plastic used in dolls' houses. To top it off, Ricardo looked for artists and works of art that reflect the resident's connection with the world of design and fashion. With the aim of celebrating Coral's success at CASACOR São Paulo, the brand carried out a digital campaign, developed by the agency VMLY&R, which produced photo shoots in some prominent environments, Casa Coral being the main one. The idea was to put real people to experience everyday actions in a decoration exhibition. “The campaign directs the public to Coral’s page on the Pinterest platform, the largest inspirational community on the internet, where our audience’s imagination finds a premium brand that transcends the spaces for people to live their inspirations and colors”, he explains. Zaponi.

For Casa Coral, in particular, a woman in her 60s was chosen, full of stories and experiences. The character was named Cora and was photographed practicing yoga, drinking wine and combing her hair. In order to facilitate communication with the public, the names of the colors used in the environments are highlighted in boxes. The campaign images and videos can be seen on the brand's Instagram , Facebook , YouTube and Pinterest .

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