From October 16 to 31, Brazilian designers supported by the Raiz Project to encourage their internationalization – organized by the Furniture Industry Association of Bento Gonçalves (Sindmóveis) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) – will participate in another roadshow in Brazilian embassies around the world. The traveling exhibition called “The Brazilian seating”, consisting of 25 pieces of designer furniture, can be seen at the Brazilian Embassy in Berlin, Germany. The selected pieces highlight the main attributes of the national design: creativity, innovation and sustainability.
The aim of the show, which takes place concurrently with Berlin's design week, is to present to the world the multiple features that make up the Brazilian design. The great miscegenation of the country and the resulting variety of cultures are portrayed in this exhibition, inviting visitors to observe our 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 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, Holaria, Índio da Costa Design, Jader Almeida, Larissa Batista, Lattoog, Leo Romano, Noemi Saga Atelier, Paulo Alves, Plataforma4, Reboh Design, Renata Rubim Design & Cores, Ricardo Rodrigues/NDT Design, Roberta Rampazzo Design, Studio Alfaia, Studio Marta Manente and Tora Brasil.
On October 16, to inaugurate the exhibition and contextualize the importance of Brazilian design in the world, three designers from the Raiz Project will talk about their production processes and experiences around the world. Andrea Macruz, Aristeu Pires and Ricardo Rodrigues will participate.
The “Brazilian seating” show is part of the exhibition circuit that the Raiz Project started during the Milan Design Week in 2018. 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. This exhibition in Berlin has the support of the Brazilian Embassy in Berlin.
History of the Project
The Brazilian culture has achieved international recognition and the Brazilian designer furniture has left its mark on the world's leading design circuits. This is the perception of Sindmóveis Bento Gonçalves, an association that has been developing the Brazilian furniture industry for 60 years, and Apex-Brasil, which encourages the generation of international business for designers through the Raiz Project.
The Raiz Project was set up as part of the Orchestra Brasil Project, which has been carried out since 2006 focusing on the internationalization of the supply chain of the Brazilian furniture industry. The design segment introduced in 2012 was named Raiz Project in 2014 thus becoming independent. The new brand expresses the sum of cultures that nurtures the national creativity under the supervision of Sindmóveis Bento Gonçalves.
In addition to participating in major fairs and events, mainly in North America and Europe, the Raiz Project features traditional traveling exhibitions, just like this one in Berlin, Germany. Since 2017, the Brazilian Embassies in Rome, Paris, Stockholm, London and Barcelona have hosted the exhibition of products signed by Brazilian designers who take part in the Raiz Project.
The project schedule includes initiatives that can take place in different countries, at furniture and design trade shows, and at design weeks, venues that attract North American and English visitors. Next year, the board expects the Raiz Project to participate in the following events: Movelsul Brasil (March/2020) featuring an exhibition of the designers’ products, international lounge and an invitation to over 100 international buyers. Milan Design Week (April / 2020); ICFF New York (May / 2020); São Paulo Design Week (August / 2020).
Exhibition: The Brazilian Seating | Berlin
Date: October 16 – 31, 2019
Venue: Brazilian Embassy in Berlin, Germany
Wallstraße 57, 10179 Berlin, Germany
