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abr 04, 2017

Sustainability at the core of Brazilian design

Brazil is one of the most biodiverse countries in the world and home to the largest rainforest, the Amazon jungle. And moreover, the average Brazilian is extremely in tune with modern-day environmental concerns. Over 90 percent of Brazilians perceive environmental issues like air pollution, climate change, biodiversity loss, or water availability as serious concerns – more than 30 percentage points above the global average of awareness. This awareness drives Brazil’s record level of corporate sustainability and sustainable economic development. In fact, one in two Brazilians would pay more to purchase a certified ethical product. 

This fertile terrain of sustainable and original business practices will be showcased at the ISaloni in Milan. Running for five days in April 2017, the ISaloni is the world's largest design conference for the furniture sector. The conference has also grown to include innovations in technology, telecommunications, art, fashion, and gastronomy. From Brazil, 60 companies with sustainable practices will display their work. The companies are handpicked by Apex, Brazil’s agency to promote sustainability in national exports.

As a result, all Brazilian companies featured at the ISaloni conference in Milan will present unique, sustainable designs that use repurposed materials gathered in a non-predatory way, meaning that they are no longer being used by the ecosystem. 

Bruno Jahara, a young furniture designer from Rio de Janeiro, is one of the Brazilians to show his work in April. A well-traveled designer, Jahara lived for several years in Europe and incorporates international trends to designs with traditional Brazilian roots. Following the principles of sustainability, Jahara uses recycled materials as the basis for his designs, and is always on the lookout for new types of biodegradable materials. 

His first collection, called “Batucada” in honor of Brazilian percussion instruments, is a perfect example of his sustainable designs with a Brazilian and international touch. Jahara created lamp holders with recycled aluminum. The artist processed the aluminum in such a way that eliminated any toxic substances and also added a bright color scheme. Another collection of Jahara’s featuring sustainable design is “Domestic Multiplastics” (Multiplásticas Doméstica), made out of packaging for cleaning products and plastic beverage containers. 

In fact, Brazil is one of the world's top countries for aluminum recycling. All of the artist’s materials are gathered by the National Recycling Association (Coopamare) in São Paulo.