Just as the name Memórias Deca suggests, Gisele Taranto 's space for CASACOR SP 2024 portrays the past, present and future of the largest manufacturer of sanitary ware and metals in the southern hemisphere. In 390 m², the architect seeks to connect Deca with the public through fragments of the brand's history: from original, hand-drawn sketches to project trials generated by artificial intelligence, as well as products manufactured by 3D printers and sensory installations. “More than a product showcase, the space is a celebration of people, passions and pioneering spirit. Throughout the space, visitors are invited to share their own memories and experiences with Deca, whether it be a cherished childhood moment or a transformative encounter with an innovative product,” explains Gisele. The architect’s choice was no coincidence: the professional has already designed two of the brand’s proprietary spaces at CASACOR RJ and has won the Deca Award four times.

Historical trajectory

[caption id="attachment_171010" align="alignnone" width="1024"] Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

[/caption] Right at the entrance, visitors are greeted by a 29-meter interactive wall that functions as a large magic mirror: niches that turn on and off in a dynamic movement reveal more than 50 pieces that portray the temporality of living. The selection includes basins, bidets, washbasins and accessories in representative colors, such as wine, beige and pink, as well as taps, mixers and showers from the classic Diplomata (1969), Moen (1979), Mediterrâneo (1983), Maxim (1985), Tortuga (1989), Série Linea (1995) and Belle Epoque (1995) lines. [caption id="attachment_170997" align="alignnone" width="1024"] Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

[/caption] A large lounge centered on the route invites you to pause and immerse yourself in the NFT art projection “Atrator no Mar Profundo” by artist Tania Fraga . The work proposes contemplative experiences that vary every 15 minutes about how ocean waves are always the same and never the same again, using virtual reality techniques. Next to the screen, a large painting displays an original document from Cerâmica Jundiaiense , a milestone in Deca's beginnings in the production of sanitary ware in the 1960s. [caption id="attachment_171012" align="alignnone" width="1024"] Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

[/caption] Further along the route, a large bookshelf houses a library with books, catalogs, magazines and miniatures. The two benches in front display samples and have ten screens with projected content, such as future bathroom designs created using artificial intelligence in collaboration with big names in architecture.

Sustainability and Deca's DNA

[caption id="attachment_171014" align="alignnone" width="1024"] Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

[/caption] The Pingo campaign, launched in 1971, addressed the launch of a sealing mechanism for saving water. It is given space in the project to reinforce that Deca was the first Brazilian brand to win the Bronze Lion at the Cannes awards and to publicize its historic commitment to preserving this resource, since when the subject was not even discussed yet. “In Memórias Deca we bring a perspective that goes beyond the presentation of products, encouraging reflection on the role we all play in preserving natural resources. Deca was a pioneer in creating water-saving solutions for tableware and metals, a concern that is always present and reflects the commitment to the planet that we want to have in the future”, highlights Fabiana Melo, Branding, Communication and CRM manager at Dexco . The initiatives extend to products from other Dexco brands: the Matéria line , a collaboration between the Castelatto and Deca brands, is present on the flooring of the environment and reinforces the company's sustainability bias, since it reuses pitcher – a resource originating from crushed sanitary ware – as a raw material in the composition of the covering.

Technology and future

[caption id="attachment_171001" align="alignnone" width="1024"] Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

[/caption] The future is represented by innovations that meet new ways of seeing and living. There are technological solutions, such as the recently launched Bacia Single Extreme (2024), and others designed for accessibility, such as the Deca Care line (2024), as well as those with versatile designs for greater personalization of environments, such as the Deca You line (2023). The brand also offers concept products made using 3D printing, such as a washbasin mixer, a kitchen faucet and a shower with an award-winning design at the IF Design Awards 2018 and by the Museu da Casa Brasileira. [caption id="attachment_170996" align="alignnone" width="1024"] Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

Memórias Deca revisita a trajetória de 75 anos da marca na CASACOR SP. Foto do Branded da Deca na CASACOR SP 2024.

[/caption] Deca is also present in 43 other environments at CASACOR SP 2024 with the brand's launches and reference lines.

SERVICE – CASACOR São Paulo 2024

Where: National Complex, on Paulista Avenue, 2073 – São Paulo (SP) When: May 21 to July 28, 2024 Box office hours: Tuesday to Saturday, from 12pm to 10pm Sundays and holidays, from 11am to 9pm Digital box office: https://appcasacor.com.br/en/events/sao-paulo-2024 Ticket prices: R$ 111 – Full R$ 56 – Half price Purchase of half-price tickets: senior citizens aged 60 and over, students presenting a valid photo ID or payment receipt. Disabled people and their companions (according to law 12.933/13). Proof of half-price tickets will be required at the door. [april-see-also]W3siaWQiOjE2NDM1NiwidGl0bGUiOiJQciYjeEVBO21pbyBEZWNhIGQmI3hFMTsgaW4mI3hFRDtjaW8gJiN4RTA7cyBpbnNjcmkmI3hFNzsmI3hGNTtlcyBjb20gbm92YXMgY2F0ZWdvcmlhcyJ9LHsiaWQiOjE2OTIyNSwidGl0bGUiOiJCZW0tZXN0YXIgZSByaXR1YWlzIGRlIGF1dG 9jdWlkYWRvIGVzdCYjeEUzO28gbm8gY2VudHJvIGRvIEVzc2VuY2lhbCBEZWNhIn0seyJpZCI6MTUyNDkzLCJ0aXRsZSI6IlBhdmlsaCYjeEUzO28gRGVjYSB0cmF6IGEgJiN4RTE7Z3VhIGNvbW8gcmVmZXJlbmNpYWwgYXJxdWl0ZXQmI3hGNDtuaWNvIG5hIENBU0FDT1IgUmlvIn1d[/april-see-also] [newsletter news_id="51" news_title="" news_description=""][/newsletter] [abril-whatsapp][/abril-whatsapp]