• Be Brasil
  • Creative Industries

mar 28, 2017
Creative Industries

Creativity, innovation and sustainability will be featured at the | Be Brasil exhibition-event during the Milan Design Week

•    Furniture, ornamental stones, ceramics and light fixtures will be on display at the University of Milan.
•    60 companies take part in the initiative, which will have business rounds and a seminar with Brazilian designers

A panorama of the Brazilian contemporary design will be featured at the University of Milan from April 4 to 9, during the Milan Design Week 2017. The work of 60 Brazilian companies will be featured at the Be Brasil exhibition-event, – organized by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) – ranging from handcrafts to high-tech products, always in sync with contemporary designers and major industries.
The Be Brasil will feature products that highlight the main attributes of Brazilian design – creativity, innovation and sustainability. A mix of new talents and designers already recognized with international awards will represent the Brazilian industries of furniture, lighting, ceramics and ornamental stones.
The concern with sustainability encompasses the use of certified woods as well as different recyclable materials and alternative forms of utilization, composing a narrative of Brazilian design.
Participating companies will also take part in business rounds with international buyers, when they will have the opportunity to trade their products. Another highlight of the event will be the seminar Be Brasil Talks, with Brazilian designers talking about their experience in the international market and product design.
The Be Brasil exhibit is part of the Interni Material Immaterial event at Fuorisalone, the parallel program of Salone del Mobile Milano (ISaloni). Five other Brazilian companies participate in ISaloni on an individual basis.

Sectors and products 
Furniture - the plurality of Brazil – mixing different origins, cultures, accents, landscapes, climates, materials and colors – is reflected in the country’s furniture industry, which offers a sophisticated and mature design, with unique products. And furniture accounts for the majority of pieces at the Be Brasil exhibit.
Among the products is the Toá chair, by Fahrer, built in certified wood using three techniques: a solid wood structure, curved wood backrest and foot lathe technique.
Studio Zanini presents the Zina chair, bringing together contrasting materials such as carbon steel, fabric and solid wood, bringing together personality, urban visual and an industrial aesthetic. The piece has elegant, basic design and a seat that seems to float over the steel structure, providing comfort and functionality with contemporary style.
The Construção tables (Construction), by architect Ivan Rezende, are made of materials used in Brazilian popular construction, such as clay bricks, cement cobogós and wood.

A new interpretation of functionality and technical refinement in woodcraft fittings and joints underlies the design of the Xingu bench, by Atelier Noemi Saga. The strong lines of the bench reflect the strength and longevity of the product and the solid wood allows for the use in both residential and commercial environments.

The DADA coffee table, inspired in the 1950s and Scandinavian design, features straight lines, simple shapes and neutral colors. The table is a creation of Gisela Simas. The set of tables and stools UNI, DUNI and TÊ, by designer Freddy Van Camp, plays with the amount of different heights and holes in the tops, with a fun-to-use, multifunctional idea. The pieces have beautiful details crafted in traditional woodwork using solid wood ash.

The shape of the Infinite bench, by Indio da Costa Design, translates its name, featuring sleek fluid lines in a continuous transition movement from horizontal to vertical slats. A gap, supported by a lightweight stainless steel trellis, entices the perception and grabs the attention. 
The Serelepe Chair has a compact, clean and extremely comfortable profile, designed for use on a daily basis, with affordable and efficient design. One of its key differentiators is the combination of polypropylene with gas-injection molding made in Italy, giving the product added lightness and durability. Recently, the chair was awarded first place in the Outdoor category at Vogue Home 2017 Design Award.

Tora Brasil, which already exports to several countries, such as the United States, Italy, France, Switzerland and England, will exhibit for the first time the Moaticu coffee table, by designer Christian Ribeiro do Valle. The piece has carbon steel feet based on branching trunks and 16 slices that resemble the tops of the trees produced with Pequiá wood, certified by the 
FSC®- Forest Stewardship Council.
The Athos Table, by Estúdio Katia e Morgana Moraes, is part of a three-piece collection made in wood and glass, in olive green, cobalt blue and Ironwood sheet. Inspired by the Sculptural Wall, a work by ceramic artist Athos Bulcão set at the House of Representatives in the capital of Brazil, Brasília, the table is designed so that walls, rooms and even the floor around can be seen through its cutouts and hollow elements, following the concepts used by Bulcão when he designed the Sculptural Wall.
With a central base far from conventional – as it mixes wood with steel fittings –, the Tabuleiro (Board) table by Fernando Jaeger has solid rubberwood legs connected to the laminated top in freijó by a central steel stem. The project applies the research for a new type of wood to be used in furniture, reforested rubber trees. Planted for latex extraction, upon arriving at the end of their life cycle, the trees were cut and used for burning. With the installation of a lumber mill in the State of São Paulo, the processing of this wood was developed, enabling its use in furniture.
Stones - the ornamental stone industry promotes their products to architecture, design and urbanism firms based in Milan, betting on the diversity of colors and textures of Brazilian stones in pieces created exclusively for the Be Brasil exhibit by Ludson Zampirolli. The Wind bowls are made from blocks discarded in the quarries for not reaching the size requirements needed for marble, granite and quartzite sheets. The production makes the most of natural resources, minimizing waste and integrating robotics to hand-finishing processes, in a closed environment using recycled water.