Executive says that the expansion is a reflection of the fact that brands have increasingly embraced Casacor’s content to work on campaigns
With a reported growth of 8% in participating brands, which generates a 20% increase in revenue, Casacor São Paulo 2024 reports that it is expected to reach a record attendance by the end of the show, on July 28, at Conjunto Nacional. For CEO Andre Secchin, the expansion is a reflection of the fact that brands have increasingly embraced Casacor’s content to work on their own campaigns.
The main event in the architecture and decoration calendar owned by Grupo Abril, the 37th edition reflects on the theme of ancestry, present in the 70 environments and artistic installations spread across 9,000 square meters of built area. “In addition to being an invitation for people to think, it is also a sense of urgency, a reflection on the future with a legacy from the past,” says Secchin.
Spirit of the times
Art, architecture and fashion are territories that indicate trends. And this intersection between them is commonplace and Casacor has a role in bringing about dialogues that help people, our visitors, to make decisions that are increasingly in tune with the spirit of the times in which we live. Architecture, art and fashion have voices. Our event tries to format this to deliver these messages.
Ancestry
With the theme of ancestry, we invite people to look at the knowledge and skills we have here in the Southern Hemisphere to change the axis. We no longer look for references and repertoire in the Northern Hemisphere, but rather to look much more at the local and hereditary repertoire that we possess. When we look at our past, we go back to the cosmological vision, the indigenous worldview, and we see that time for them is one thing: past, present and future. And they are always concerned with ensuring that the resources that are there regenerate in the environment and always live in the present, because for them the present is always the only state. The way we see time is not linear. So, we use these ancestral sources even to ask ourselves what kind of legacy we want to leave for the future.
Sense of urgency
In addition to being an invitation for people to think, it is also a sense of urgency, a reflection on the future with a legacy from the past, but also for the future about the type of ancestors we will be. The words ancestry, temporality and legacy are used in different ways. It is a formatted event that delivers messages in a timely manner. That is why this mix with the arts, and it is not just any art, it is an art that is correlated with the ancestry of the works. When we talk about ancestry, for us Brazilians it is invariably associated with Afro-Brazilian culture and indigenous culture. But ancestry comes even from those who are immigrants, who came from Europe and still drink from this source. So, it is an almost incessant invitation for everyone to look at their ancestry or reflect on legacy. And so, in this case, Alexandre Salles brought his reflection on what a backyard would be, and the backyard for Afro-Brazilian culture is the terreiro. The terreiro that reminds you of where samba and so many other religious manifestations originated. Being able to provide a stage for this type of narrative is an achievement.
Brazilianness
When Casacor makes the grand introduction that the Northern Hemisphere is no longer the center, it naturally invites everyone to look locally. Of course, we could have some references from Peru, Bolivia, but I think the professionals were excellent this year in fulfilling our provocation, and it is a provocation, they can fulfill it or not.
Read the full interview in the edition of propmark of July 15, 2024
