Museu da Casa Brasileira Sao Paulo 2018 Sponsorship opportunity booklet - Handmade Industry
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HANDMADE INDUSTRY
T H E W O R K O F AT E L I E R O ï
SWITZERLAND
Museu da Casa Brasileira Sao Paulo 2018
Sponsorship opportunity booklet
MUSEU DA C A S A B RA S I L E I R A HAND MADE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATE LIER O ï SWITZERLA ND
THE EXHIBITION AT THE MUSEU DA CASA BRASILEIRA Atelier Oï is a Swiss design collective founded in 1991 by Aurel Aebi, Patrick Reymond and Armand Louis in La Neuveville, in the French speaking Switzerland. As an interdis- ciplinary studio, the 40-strong team is regarded as one of the most important forces in contemporary Swiss Modernism. With solutions and scenarios developed mostly from the nature of the material, Oï works for leading brands worldwide in the areas of retail, architecture and product design. The exhibition Handmade Industry is the first exhibition in the South American region and it is a great opportunity to have the Museu da Casa Brasileira as an international platform for this exhibition. Handmade Industry will be shown as a contemporary statement how brands and applied arts and craft can be merged. The Museu da Casa Brasileira is one of Brazil most beautiful museums. The program has a focus on design, applied art and architecture. The building is in the style of a neo-classical Palladian Villa. It originally belonged to a textile tycoon with Italian roots. One of the most beautiful park with big old rain forest trees belongs to the museum. The museum is a foundation and is operated by the State of Sao Paulo. In the summer 2016, we have presented a concept for a large exhibition on the Swiss design Studio Oï, which was immediately recommended by the board of the museum to the realization. The two directors Miriam Lerner and Giancarlo Latorraca have decidet as date for the open- ing August 2018 as a main event during the Sao Paulo design week. The museum is an ideal place for workshops and concerts as well. In addition to the ex- hibition of the work of Oï extensive workshops are planned together with the Sao Paulo based studio of the Campana Brothers. Dr. Albrecht Bangert/Roberto Cocenza curators of the exhibition MUSEU DA C AS A B RA SI L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
THE VALU E FOR SPON S OR S T O PA R T I C I PAT E Top brands with high Swiss and international identity could feel comfortable in this indi- vidualistic but high-quality context of the work by Atelier Oï. High brand values and partners of culture - whether banking culture, insurance culture, food culture - such as chocolate and coffee - meet the savoir faire of the design culture of Atelier Oï. The exhibition will be accompanied by a 460 page catalogue in full color. The opulent cat- alogue will be financed by double page ads by prestigeous Swiss and international brands. So the catalogue will give an overall view of Swiss economic, visual and creative culture. The exhibition will last 2 months and will be accompanied by workshops, lectures and corporate events. The Consul General of Switzerland in Sao Paulo, the Swiss Business Hub Brazil, Switzerland Tourism Brazil and Swissnex Brazil are already the institutional patrons of this cultural project. MUSEU DA C AS A B RA SI L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
A SUMMER DAY AT THE LAKE With Oï on the waters of the Lake de Bienne. Oï has designed the new look of a fifties tourist excursion boat ini- tially built in 1952 and can use it today as a summery meeting fa- cility. From the restored fifties motel-studio at the shores of the lake it is a few minutes walk to board the ship. Far from the busy centers as Paris or Zurich Atelier Oï uses the calm of the remote lake landscape to communicate the profound ideas to the decision-makers. Not even a mobile phone is admitted on board. The remoteness has a system and of course a certain snobism. The big Swiss industrial players reside as well close to the shores in the French speaking jura - companies as Nestlé, Rolex, Swatch. As Atelier Oï they trans- late the local strength into the global presence. MUSEU DA C AS A B RA SI L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
INNOVATIVE ARCHITECTURE Architecture is an important pillar in the work of Atelier Oï. The collective access to the most varied building tasks from private residences to factory buildings leads to unexpected results. The handling of materials and structure is also the focus of the creative process in architectural solutions. In this way, many solu- tions are given a conceptual ap- proach, which is developed in the respective building task. The mostly abstract structures – as a mirrored façade or as a color value – fit sensitively into their sur- roundings be it the shore of a lake, a meadow in the rural land- scape or a vineyard Important for the visual appear- ance are the perfectly solved de- tails as well. MUSEU DA C AS A B RA SI L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
THE ART OF LIGHTING Lighting is a central field in prod- uct invention and experimenta- tion. Since the beginning Atelier Oï- transplants its experience into the development of decorative light sources. An example of this is the totem- type paper lamp "Oïphorique", which moves up and down by a motor-driven mechanism. The re- sult is the association of a floating, luminous marine animal. The Allegro lighting concept for the Venetian lighting company Foscarini is also undergoing an extension of the objects function. Here, deformed metal rods form a spatial structure around the light source. Since the metal rods are not connected to each other. They produce sounds when they are set in motion. Light and sound and space then combine to form a poetic unity. MUSEU DA C AS A B RA S I L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATE LIER O ï SW ITZERLA ND
VITREOUS WATER FOR ROLEX With extreme sophistication Oï developed for Rolex glass sheets to signalize the corporate color and the waterproofness of the watches. How is the water element dis- played as a glass panel and then in the dark green color, which cor- responds to the corporate design of the watchmaker Rolex? With this task the Atelier Oï was confronted when it started the co- operation with Bohemian/Czech glass specialist Lasvit. The documentation of this manu- facturing process is typical for At- elier Oï 's handling of materials, material effects and craftsman- ship. The process involved the control of mirroring, surface movements and the resulting light effects. Again, this development is a typi- cal example of “Handmade In- dustry”. MUSEU DA C AS A B RA S I L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATE LIER O ï SW ITZERLA ND
JAPONISM RE-INVENTED An understanding of the material bordering on fetechism leads in- evitably to an examination of the craft and industrial tradition of Japan. There one can find the idea of a handmade industry in its purest form. The principle of the Japanese form and material understanding led Atelier Oï to worship the work of the Japanese architect and de- signer Shigeru Uchida. First, the installation of Swiss watch boutiques for Swatch, Bre- quet and Rolex led Oï directly to Japan. In the meantime, the spirit of the material treatment has led to a di- rect collaboration with the Japan- ese province of Gifu. In the first year, they worked in the traditional areas of paper and wood together, then to seek dia- logue with swordsmakers in the 8th generation for which artificial handles were designed. MUSEU DA C AS A B RA SI L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
THE CLASSICAL FLOOR PLAN The museum is located in one of the most important commercial streets of Sao Paulo, looks like a classical Palladian style villa built by a textile tycoon and is an ideal place to stage the work of Atelier Oï impressively. The large terrace to the grand Museumspark offers many pos- sibilities for special events, work- shops and music matinees. MUSEU DA C A S A B RA S I L E I R A HAND MADE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATE LIER O ï SWITZERLA ND
THE EXHIBITION SPACES The exhibition architecture fol- lows the classical canon of Pal- ladian architecture. On a wide panel, which runs through all rooms, design processes and material studies are explained. One of the main attractions will be the kinetic lamps "Oïphorique" as well as the "Les Danseuses" in the central space. The setting up will have a scenographic quality. MUSEU DA C AS A B RA SI L E I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
ARTEPLAGE The art word ArtePlage already formulates the building task aptly: for the Swiss National Exhibition in French-speaking Switzerland in 2002, four art events on the shores of the 3 lakes of western Switzerland were to be temporarily built. The still young Atelier Oï won the competition for the develop- ment in Neuchâtel. According to the noun Arte and Plage - Art and Beach - devel- oped the design. It became a dialogue between artificiality and nature. Oï places thousands of illuminated reeds in the lake and places on a deck for events 3 floating roofs, which were de- rived from forms of water droplets. Even in this project, the design principles of the Swiss become clear: experiments with materi- als and forms, scenographic elements and surreal poetry. MUSEU DA C A S A B RA S I LE I R A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
SWISS PAVILLON AT THE WORLD EXHIBITION IN ASTANA 2017 The development of character- istic structures for companies, public institutions and tempo- rary exhibition is one of the main tasks of the 40 people strong Atelier Oï team. In recent years, the Atelier Oï has designed and executed more than 260 boutiques, showrooms and shops for large brands worldwide. The studio benefited from the trend that large brands, in addition to their products, are also represented by special presentation forms in their sales areas. The same happens to institu- tions, that seek always contem- porary representation as the Swiss government at the world fair in Astana. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
DEVELOPMENT OF ELEMENTARY STRUCTURES The development of the ham- mock for the “Objets Nomades” collection is developed from simply foldet materials like the Italian Farfalle pasta. Studies for the hammock of the "Objects Nomades"- Collection by Louis Vuitton. Material becomes a metaphor for brand quality. The "Objets Nomades" demand the utmost of material process- ing and surface quality. A touch of Orientalism resonates in these objects. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
HANDMADE INDUSTRY It is no coincidence that the re- discovery of traditional material processing fits into the market- ing concepts of today's luxury industry. With the culture of the materials used, they thus take their products from the every- day standard. Often the use and treatment of the material is already the message. The long-standing and close connection of the studio with clients and brands interested in high-quality execu- tion leads to their own Savoir Faire. For example, Atelier Oï became a longtime partner of the luxury brand Louis Vuitton and its poetic design collection "Objets Nomades", a series which, in a romantic way, is intended to re- call the culture of travel literally. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
SWISS CHOCOLATE BECOMES ARCHITECTURE IN MOSCOW Also the shaping of chocolate belongs in the category Hand- made Industry. Under the imagination of Atelier Oï chocolate turns into edible architecture. The culmination in the area of chocolate design is the design of a chocolate shop in the leg- endary Moscow department store GUM. A mirror world makes the tasting and buying of Cailler chocolate a vertitable Belle Epoque expe- rience. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
WORKSHOPS DURING THE EXHIBITION Workshops with neighborhood people are very popular in Brazil. The workshops can be pub- lished in video productions. Some academic workshops are planned as well. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
HANDMADE INDUSTRY Thinking with the hands is one of the basic principles of the work of Atelier Oï and the basic idea for the Handmade Industry. What begins with simple mate- rial studies sometimes ends up with the creation of exclusive luxury products. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
SWISS MATINEE IN THE PARC A Swiss Alphorn performance would be a great party and event in the park. A theme for the PRESENCE SWISS or Swiss Tourism. MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA ND
FURTHER INFORMATION HOW TO PROCEED NOW
Exhibition dates Contacts: We have already approached some of our
August 25, 2018 – October 21, 2018 partners and got a spontaneous commitment.
Museu da Casa Brasileira Aurel Aebi co-founder
Av. Brg. Faria Lima, atelier oï-sa Moïtel Route de Bienne 31 If the booklet for the sponsors is now present
2705 – Jardim Paulistano, Sao Paulo 2520 La Neuveville Suisse Olivier Hallet and the 3 partners of Atelier Oï
SP, 01451-000 Brasil T +41 32 751 56 66 F +41 32 751 56 55 address their contacts. In addition, the Embassy
www.mcb.org.br contact@atelier-oi.ch and its institutions will support us.
www.atelier-oi.ch
Director In the end, we will have a holistic picture of top
Miriam Lerner Curator Dr. Albrecht Bangert and team committed Swiss and international companies
ab@bangertprojects.com and brands that support this project. We look
Technical Director T +49 162 43 69 234 forward to an interesting and constructive co-
Giancarlo Latorraca www.bangertprojects.com operation.
2. Technical Director Olivier Hallet, chef de projet So we look forward having in August 2018
Frederico Noguiera T +41 32 854 43 21 a grand opening and the following months
olivier.h@atelier-oi.ch a successful exhibition in Sao Paulo.
Trustee for budget: www.atelier-oi.ch Thanks in advance.
Non-profit Arbeitsgemeinschaft
HANDMADE INDUSTRY Roberto Cocenza co-curator and coordinator Miriam Lerner
c/o Freiburghaus Treuhand AG Biel T +55 1798158 3327 Director of the Museu da Casa Brasileira
Mr. Bruno Habermacher roberto@boomspdesign.com.br
Bahnhofstrasse 43 www.boomspdesign.com.br Giancarlo Latorraca
2501 Biel/Bienne Technical Director of the Museu
+41 32 329 80 10 da Casa Brasileira
www.Freiburghaus-Treuhand.ch
Olivier Hallet
Estimated budget CHF 350.000 Chef de Project
Incl. catalogue (460 pages)
travel, curating, architecture, transportation, Dr Albrecht Bangert
setting up, management, Curator and Editor of the catalogue
PR and running costs for space and protection.
Roberto Cocenza
The workshops, musical matinees Curator and Co-ordinator in Brazil
and by-programs are at cost.
Aurel Aebi's
An exhibition website is coming up. Co-fondateur Atelier Oï
www.handmade-industry.ch
Armand Louis
Co-fondateur Atelier Oï
Patrick Reymond
Co-fondateur Atelier Oï
MUS EU D A C AS A B R A S I L E IR A HAND MA DE INDUS TRY
SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELIE R O ï SWITZERLA NDINVITATION FOR PARTICIPATION IN DETAIL (COSTS) First of all we plan with one of the most prestigious museums in Sao Paulo and an experienced team to create a cultural highlight in the busy cultural environment of Sao Paulo. We plan to keep the costs modest, but to create highest quality. CATALOGUE PAGE We propose to participate with an double page ad in the 460 page catalogue. The price will be 6.000 Swiss francs, format 42 x 21 cm, edition 2.000 (with an option of more) PARTICIPATION FEE As a participation fee we propose 20.000 Swiss francs, but we would be happy if you would book two fees as well. In return, there is a strong exposure of cultural ambitions and values and “Swissness” in the South American and international context and the opportunity to appear locally during the Sao Paulo Design Week 2018, which takes place at the same time. TRUSTEE As a trustee for the financial part you/we can relay on: Freiburghaus Treuhand AG Biel Bruno Habermacher Bahnhofstraße 43 2501 Biel/Biennes SPECIAL EVENTS The rooms of the museum with its covered terrace are also ideal as an event platform. MEDIA COVERAGE A Brazilian and international organized media activity will accompany the event. The name of the exhibition will be HANDMADE INDUSTRY – ATELIER OÏ SWITZERLAND More information will be published on: www.handmade-industry.ch CONTACT ADDRESSES FOR REQUESTS (ADS AND SPONSORSHIP) Olivier Hallet (chef de projet) T +41 32 854 43 21 olivier.h@atelier-oi.ch Dr. Albrecht Bangert (curator and editor of the catalogue) T +49 162 43 69 234 ab@bangertprojects.com MUSEU D A C A S A B R A S I L E I R A HAND MADE INDUS TRY SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELI ER Oï SWITZERLA ND
EXHIBITION TEAM
DR. ALBRECHT BANGERT / PUBLISHER AND EXHIBITION CURATOR
Exhibitions: Permanent design exhibition
at the Pinakothek der Moderne, Munich
Karim Rashid – Instituto Tomie Ohtake, Sao Paulo
Todd Bracher – Museu da Casa Brasileira
Colani – Reinventing Nature, Design Museum, London
Helmut Jahn architect: Art Museums Nuremberg and Warsaw
DESIGN AWARDS: German Design Award in Gold
Wallpaper Award for the best design book of the year
Numerous Art Directors Club awards,
iF and red dot design awards
DENNIS BANGERT / MEDIA EXPERT
Programming and concept for interactive screens
for the MOD design center in Moscow 2011
400sm LED programming for the
Museum of Modern Art in Zagreb 2012
“Interactive Brewery”
for the Rothaus Brewery in Germany,
Curated screens for virtual showrooms
for Hansgrohe in Milan, London and
Rimowa, Paris/Tokyo
Founder of www.bangertprojects.com
ATELIER OÏ
ARMAND LOUIS, PATRICK REYMOND, AUREL AEBI
OLIVIER HALLET
CHEF DE PROJET OF THE SAO PAULO EXHIBITION The three founders are architects/designers Awards winner of Europan 3, 1994
Team member of Atelier Oï since 2006, and members of the Swiss Federation European Museum of the Year Award, 2001
Engineering and architecture background of Architects FAS as well as of the Swiss Federation iF Design Award, 2012
Leadership of numerous international projects of Interior Architects/Designers VSI.ASAI. Living at Home Award, 2007
including the luxury retail segment, Product of the Year, Architectural Record, 2008
Coordinator of the complete refurbishment Atelier Oï has been striving to dissolve barriers Iconic Award 2017
of the international Red Cross Museum between genres and foster cross-disciplinary
in Geneva 2013 creativity for 25 years. Over the course of their
achievements, architecture, design and set Clients (selection)
design have intertwined on an international scale. artemide, Audemars Piguet, B & B Italia, Breguet,
Multidisciplinarity, team spirit and an intimate Bulgari, Calvin Klein Watches, Desalto, Foscarini, Globus
rapport with the material are their watchwords. Department Stores, Hermès Watches, Ikea, Laufen Bath-
ROBERTO COCENZA
Born of an intuitive and emotional affinity rooms, Longines, Louis Vuitton, Lucky Strike, Nestlé,
ART AND DESIGN CONSULTANT
with the act of shaping different materials, Pringle of Scotland, Rado, Rimowa, Rolex, Röthlisberger,
based in Sao Paulo und Rio Preto
their projects have been recognised the world over. Ruckstuhl, Swatch, Swarowski, Tag Heuer, USM Haller,
Founder of the
Victorinox, Vorwerk, Wogg
design communication platform
BOOM-SP-DESIGN
MUSEU D A C A S A B R A S I L E I R A HAND MADE INDUS TRY
SAO PAUL O , AU G U S T 2 5 – O C T O B E R 2 1 , 2 0 1 8 ATELI ER Oï SWITZERLA NDINVITATION TO PARTICIPATE IN THE FIRST EXHIBITION OF THE SWISS ATELIER OÏ IN SOUTH AMERICA. Atelier Oï of Switzerland became one of the most interesting and creative Studios internationally. The style and method stands for Swiss modernism. The Savoir faire is at the center of the work of Swiss studio Atelier Oï. Starting out from the shores of Lake Biel, the Atelier has completed more than 260 boutiques worldwide, which has shaped the image of Swiss and French luxury companies all over the world. How forms, objects and spaces are created from the cultured handling of materials is one of the main messages of the exhibition and the heart of the work of Atelier Oï.
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