With the Brazilian Way in the heart of Soho, in New York, it took place in 2013 the Be Brasil: an exhibition created by Apex – Brazilian Trade and Investment Promotion Agency – to promote the Brazilian culture in a foreign land.
The ONU building was colored with the Brazilian flag colors – green, yellow, blue and white in order to provide cultural experiences, events and meetings.
The space of 660 square meters (7104 square feet) was divided in three areas. In the first, the guests entered in fancy environments such as Amazon and Rio de Janeiro through the interactive tables and screens that showed videos and photos. In the second area there was a store with exclusive Brazilian products displayed on backlit boxes that invited the guests to take home a little bit of culture, with tipical products like Havaianas, Amazoo Açaí, Melissa, Amazônia Viva, Bauducco and many other brands.
In the third space, the food court and event area called attention for the greenery wall that referred to the Brazilian nature. The walls of the stairs that interconnected the spaces were decorated with a crucial element: the graffiti.
Witnesses say that people who passed through West Broadway stopped to see the event with photos of iconic places from our land on the windows of the building. Design and scenography in exportation style.
Project name: Be Brasil
Client: Apex Brasil
Author: Todos arquitetura. Co-autoria: Guto Requena
Size: 512 m²
Location: 372 West Broadway Av. New York, NY-USA
Project Year: 2013
Photo: Fran Parente