The 35th Bienal de So Paulo, held by the Fundao Bienal de So Paulo and entitled Coreografias do Impossvelis seeking to attract a diverse audience through the campaign The meeting point for all points of viewproduced with POV language (Point Of View).The agency DOJOresponsible for the campaign, developed the concept based on behavioral research that translated the relationship between Generation Z and classes C and D with the consumption of art and culture.
We arrived at insight that art and culture are not just to behold, but to participate. Thus, we seek to exalt what everyone has, which defines us as individuals and can connect us as a society: each person’s unique point of view. And we brought him in to create an interactive editioncomments Rodrigo Toledo, COO of DOJO.
The campaign uses POV language to portray the points of view of the people who will be present at the Biennale. The strategy includes several executions, such as actions with content creators, OOH media (Out of Home) and digital pieces, in addition to a film made by the production company Iconoclast, with a script by the DOJO team, which brings a modern and innovative language to the event. Check it out below.
For José Olympio, president of the Foundation, the campaign reflects exactly what the Bienal de São Paulo wants most at the moment: to get closer to an increasingly plural audience.
The DOJO campaign is a success because it understands that we are not just an event, but a joint achievement and open to everyone. Without visitors, we would have no reason to exist. This point of view, so common on social media, becomes almost a manifesto here. an invitation for everyone to come and enjoy this exhibition, which is part of the history of our country and places the city of São Paulo as a beacon of art for the worldhe states.
According to the collective curation team, formed by Diane Lima, Grada Kilomba, Hlio Menezes and Manuel Borja-Villel, this year’s objective was to create an edition without categories or limiting structures, opening an invitation to exchange and dialogue based on the works presented.
O impossvel refers to the political, legal, economic and social realities in which these artistic practices are inserted, but also to the way in which these practices find alternatives to circumvent the effects of these same contexts. J is the term choreography It also helps us to reflect on how the idea of moving freely remains at the heart of a neoliberal conception of freedom. In line with the paradox created by the title, we seek not to walk around a motif or thematic nuclei, but rather to open space for a continuous dance in which we can choreograph together, explains Hlio Menezes.
The 35th São Paulo Biennial takes place until December 10th, at Ibirapuera park, and intends to reflect on how the impossibilities of everyday life affect artistic production. The exhibition brings together more than 1,100 works in different languages and addresses topics such as access to justice, freedom and equality from the perspective of 121 artists. The event is sponsored by the pharmaceutical laboratory EMS and free, with the expectation of reaching more than 700 thousand visitors, a number reached by the last edition.
EMS is extremely proud to support an exhibition of such relevance, which, over the next three months, puts the capital of São Paulo and contemporary art in the spotlight around the world and provokes reflection on current events in our country. The Biennale breaks down barriers and provides unrestricted access to culture, helping to deepen debates and raise awareness among the population. Furthermore, it is a way to guarantee knowledge, entertainment and contact with different artistic expressions. And one of the objectives of our social responsibility agenda is to promote well-being and quality of life through cultural initiatives, highlights Marcus Sanchez, vice-president of EMS.
It shows more than 1,100 works in different languages. (Photo: Disclosure/Fundao Bienal de So Paulo)
New route
In addition to closing the central flight on the second floor, the 35 Bienal presents something new: an innovative route proposal. Visitors will be able to go directly from the first to the third floor, using the iconic internal ramps of the Pavilion designed by Oscar Niemeyer, and finish the journey on the second floor, using external access. The intention of the architects responsible is to create a new dynamic for the space, exploring and challenging the modernist work. This implied not only the reuse of materials remaining from past exhibitions, but also the creation of spaces based on the constructive elements that shape the Pavilion itself.
As part of the enriching experience provided by the exhibition, there was greater concern in ensuring accessibility, hiring a specialized consultancy, and in developing a public program that covers a variety of elements, including musical presentations, works activations, performances, meetings with artists and tables of discussion.
Serbian
35th São Paulo Biennial
until December 10, 2023
Tuesday, Wednesday, Friday and Sunday, from 10am to 7pm (last entry at 6:30pm); Thursday and Saturday, from 10am to 9pm (last entry at 8:30pm)
Ciccillo Matarazzo Pavilion | Av. Pedro lvares Cabral, s/n, Porto 3, Parque Ibirapuera So Paulo (SP)
Free entrance
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