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Brazil. Essentially Diverse

Contributed by Rodrigo Saiani on Apr 19th, 2019. Artwork published in
April 2019
.
    Brazil. Essentially Diverse 1
    Apex-Brasil. License: All Rights Reserved.

    The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad, and to attract foreign investment to strategic sectors of the Brazilian economy. During the Salone de Milano, one of the world’s most prestigious weeks in the interior design world, the agency partnered with the Brazilian Embassy in Italy to show the talent of Brazilian designers.

    Brought together by a unified narrative that offers sensorial experiences, the exhibition Brazil: Essentially Diverse is an expression of the plurality and colours that sprout from Brazil, presenting the uniqueness of their material culture and focusing on its roots and transformative power.

    Covering the two floors of the Palazzo della Permanente in Milan, Italy, visitors were taken on a sensorial journey through four distinct zones: essentially plural; innovative; sustainable, and creative. The creations are not only to be viewed, but felt, smelt, listened to, and, yes, even tasted.

    Tenez, with its distinct capital R and an elegant presence, was chosen for the title, being set in large backlit panels and signage spread throughout the exhibition.

    Motiva Sans is used for supporting information and details. Few people know that Motiva is named Motiva Sans because it started out as Motiva Modern, a didone version that was in the plans, making an essentially diverse family.

    Tenez has roots in this idea, even though it departs from Motiva’s proportions to become its own thing. They make a good match and it’s very nice to see them side by side on such a major event.

    Curated by Joice Joppert Leal, Objeto Brasil. Scenography by Estoio Cenografia.

    Brazil. Essentially Diverse 2
    Apex-Brasil. License: All Rights Reserved.
    Brazil. Essentially Diverse 3
    Apex-Brasil. License: All Rights Reserved.
    Brazil. Essentially Diverse 4
    Apex-Brasil. License: All Rights Reserved.
    Brazil. Essentially Diverse 5
    Apex-Brasil. License: All Rights Reserved.
    Brazil. Essentially Diverse 6
    Apex-Brasil. License: All Rights Reserved.
    Brazil. Essentially Diverse 7
    Apex-Brasil. License: All Rights Reserved.

    Typefaces

    • Tenez
    • Motiva Sans

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