In September, the Brazilian designers supported by the Raiz Project to encourage their internationalization – promoted by the Furniture Industry Association of Bento Gonçalves (Sindmóveis) and the Trade and Investment Promotion Agency (Apex-Brasil) – will take part in another roadshow held in Brazilian embassies around the world. This evet, featuring 28 pieces of furniture developed by Brazilian designers, will be held in London from September 18 – 30, 2018. The set of pieces chosen highlights the main attributes of the national design: creativity, innovation and sustainability.

The aim of the exhibition, held concurrently with the London Design Week, is to present to the world the multiple characteristics that make up the Brazilian design and to position the furniture industry through the exposure of its furniture designers. The participating pieces are signed by the following studios: Alessandra Delgado, Andrea Macruz, Aristeu Pires, Carol Gay, Daniela Ziegler Design, estudiobola, Faro Design/Ilse Lang, Gisela Simas, Gustavo Martini, Índio da Costa Design, Jader Almeida, Larissa Batista, Lattoog, Leo Romano, Noemi Saga Atelier, Paulo Alves, Plataforma4, Quadrante Studio, Reboh Design, Renata Rubim Design & Cores, Ricardo Rodrigues/NDT Design, Roberta Rampazzo Design, Studio Marta Manente, Tora Brasil and Wagner Archela.

At the official opening, on September 19 at 5:00 pm, the Raiz Project will hold a chat event about the Brazilian design overview by designers Gustavo Martini, Roberta Rampazzo and Aristeu Pires. The great miscegenation of the country and the resulting variety of cultures are portrayed in this exhibition inviting visitors to observe the Brazilian seating style in different contexts including celebration, work, religion or rest. Journalist and historian Ethel Leon’s contribution was a history of the Brazilian seating, which is the base of the exhibition narrative.

The evolution of the Brazilian designers’ traits and inspirations is combined with the cultural customs and the natural variety found in Brazil, multiplicity capable of adding unique characteristics to the products. Ethel comments on this point exhibited in the show: "Modern Brazilian furniture has never ignored the production of the great international masters, having consolidated its own traditions, which are based mainly on the use of native wood, with different densities, colors and textures. When an armchair with a solid wood base is well designed and manufactured, it lasts for more than a hundred years, which is enough time to renovate the raw material.”

The “Brazilian seating” show is part of the exhibition circuit that the Raiz Project started in Milan by participating in the Be Brasil at  Fuorisalone. The Raiz Project encourages the participation and strengthening of Brazilian designers abroad through personalized strategic initiatives and the participation in shows like this one. The roadshows are supported by the Brazilian embassies and the Ministry of Foreign Affairs.

About the Raiz Project

The Brazilian culture has achieved international recognition and  the Brazilian design furniture has left its mark on the world's leading design circuits. This is the perception of Sindmóveis Bento Gonçalves and Apex-Brasil, which, through the Raiz Project, stimulate the generation of business for design studios that are prepared to operate in the international scene and with interest in the North American and European markets.

Sindmóveis Bento Gonçalves has invested in design as a competitive edge for the Brazilian furniture industry since 1988, with the establishment of the Salão Design Award. Later, in 2007, Sindmóveis set up Casa Brasil, a high-end furniture fair that as of 2016 has been held in São Paulo under a new name: High Design - Home & Office Expo.

Exhibition: The Brazilian Seating | London         
Date: September 18-30, 10 am – 5 pm. Official opening ceremony: September 19 - lectures at 5 pm
Venue: Brazilian Embassy in London: 14-16 Cockspur Street, London SW1Y 5BL, United Kingdom.

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