With Itaú, Faber-Castell, Colgate and others, the event will take place between September 6th and 15th and will have as its theme “Those who read make great friends”
The 27th São Paulo International Book Biennial, held by the Brazilian Book Chamber (CBL) and organized by RX, begins this Friday (6), in the Anhembi District, in São Paulo.
With the theme “Those who read make great friends”, which has more than R$4.36 million invested, it will take place until September 15th and is expected to receive more than 600 thousand visitors.
“Books are not only faithful companions, but a broad literary universe that has the power to bring readers together, embracing all people regardless of gender, age and origin. And the São Paulo Book Biennial reflects this with a program totally focused on diversity and plurality,” said Sevani Matos, president of the CBL.
This year, BILSP will have 15 sponsors. Itaú, AON, Colgate, Grupo Tecnoset, BIC, Suzano and MVB have renewed their partnerships, while Paper Excellence, Faber-Castell, Skeelo, Sylvamo, CCR, Open Text, Grupo Syn and CAF (Development Bank of Latin America) will make their debuts.
Furthermore, the 2024 edition will have 75 thousand m², an increase of 15% compared to 2022, with 17,267 thousand m² commercially occupied, representing an increase of 45.20% compared to the last edition.
“The acquisition of new sponsors for this edition was motivated by the desire of these brands to reach out to the event’s diverse audience. The Book Biennial attracts different types of audience, from young people who are in the know to families who value reading. For brands, supporting the cause of reading is a powerful way to connect with this audience and reinforce their values,” explained Matos.
Over the course of the days, people will come across 227 exhibitors and publishing houses from all literary genres, in addition to a broad program that includes the cultural partnership of Sesc São Paulo in part of the curation of the Salão de Ideias and the Praça de Histórias and Praça da Palavra – BiblioSesc.
Among the confirmed exhibitors are Ciranda Cultural, Intrínseca, Grupo Record, Cia das Letras, Editora VR, Faro Editorial, Melhoramentos, Editora Vozes, Sextante, Panini, Planeta, Harper Collins, Globo Livros, Novo Século, SESCSP Editions, Drummond Bookstore, Loyola Editions, among others.
In total, there will be more than 2,000 hours of cultural programming and 13 official event spaces with activities related to the literary universe.
Activations
In the case of Itaú, which is presenting the Biennial, the bank will be present through the Itaú Foundation, presenting a broad selection of the Ocupação Machado de Assis, already exhibited at Itaú Cultural.
The exhibition, which covers 120 m², takes a tour of the author’s 69 years of life through videos, photos and facsimiles, as well as presenting various facets of Machado who, in addition to being a writer, was a chess player, censor, civil servant and translator.
Faber-Castell will present the concept “Mark what marks you”, highlighting its line of highlighters, Textliner 46, SuperSoft Gel and Grifpen, including the new releases: Revitalize & Energize and Relax & Rebalance Collections, which have different aromas. The set design is by BTO+.
In a 60 m² space, the brand will stimulate creativity and invite visitors to have experiences in Instagrammable spaces with a literary setting, a giant interactive book and a sensory wall where visitors can smell the aromas of the new markers.
“When we announced Faber-Castell’s participation in the São Paulo Book Biennial, we wanted to surprise literature lovers, children, students, educators and professionals from various areas who will be participating in the event. With this in mind, we developed a space that provides a journey for visitors,” said Flávia Giordano, Marketing Director at Faber-Castell.
Colgate-Palmolive, in place of the event’s partner, will be responsible for social and inclusion actions.
To this end, an inclusive staff was appointed to oversee the entire planning, execution and completion of the São Paulo Book Biennial, offering job opportunities in various areas. Senior citizens and people with disabilities, for example, will be part of the “Posso Ajudar” team, providing information about the event.
“The São Paulo International Book Biennial is one of the largest cultural events in the country and we are very happy to support yet another edition with so many social actions. One of our main values is inclusion, which is why we chose to sponsor initiatives that bring even more diversity to the event,” says Riccardo Ricci, General Manager of Colgate-Palmolive in Brazil.
In addition, the company will offer simultaneous translation into Libras for all sessions of the official program, which will feature more than 1,500 hours of content. Visually impaired people will be able to take a guided and immersive tour of the Children’s Space, a pavilion dedicated to building experiences and encouraging a passion for stories, which brings back great names in literature responsible for developing readers.
Amazon will have a space designed by BFerraz that will present the concept “Caminhos do Imaginários”, bringing light to people’s ability to invent and reinvent ways of reading, giving more prominence to imagination.
To this end, the agency developed product testing spaces that, this year, in addition to the already known Kindle Unlimited, Kindle Direct Publishing and Prime, will also feature activations from Audible, Amazon’s audiobook service.
“Being alongside Amazon for the third time in one of the most important events in the literary world is a source of immense pride. Being able to create an experience that reflects the paths that Amazon provides for its users, bringing a proprietary message that connects directly with a major event, such as the São Paulo International Book Biennial, is a challenge that inspires us every year,” said Enricco Benetti, Co-CEO, CCO and Partner at BFerraz.
Credit: Tomaz Silva/Agência Brasil
