Jornal ENG

Foto Alberto Zanetti

NINA JACOBI E LUCAS FONSECA EDITORIAL

WITHOUT CORNERS

I’ve always believed that the world has no corners. My trajectory reinforced
this when I was awarded in the national contest “Brasil faz Design” and I
had the opportunity to exhibit at the Salone del Mobile (in 2000), in the occasion
at 22 years old.
Since then there have been more than 15 participations that began in
Fuorisalone, through the Salone Satellite and finally the main one, Hall 20, already
with my industry A Lot of Brasil.
Pieces designed by Indian, Slovenian, Italian, Czech, Brazilian, as well as
participation in exhibitions in the United States, Mexico, Chile, the United Arab
Emirates, Italy and Brazil. During this journey I had great privileges, developed
incredible friendships and accumulated countless stories to share... And it was
exactly from this desire to share that the newspaper A Lot of Brasil Mag was born.
In it you will find an interview with the biggest name in the design world, the
master Alessandro Mendini, a great example for me and A Lot of Brasil, one of
superlatives designer not only in the aspect of relevance and creativity, but also in
the aspect of humility and generosity . Not by accident, he was the first big name
to accept the challenge of collaborating with us.

We also have a fair tribute to Marva Griffin, with
whom I have been learning not only in the field of design
but also in my personal life… In fact not only me, but great
names in the world design scenario as you can see below.

My idea, with this quarterly newspaper is to create
an independent space and not a marketing platform for A
Lot of Brasil. Designers, architects, shopkeepers from all
over the world will find here an open space for the sharing
of ideals, concepts and stories.

WELCOME

TEAM PUBLISHER E DIRETOR GERAL: Pedro JOURNALIST: Elaine Medeiros
A LOT OF BRASIL
Franco
@alotofbrasil
/brasilalotof DIRECTOR OF THE GRAPHIC DESIGN:
www.alotofbrasil.com.br
Creative Office: Al. Gabriel Monteiro da Silva, COMERCIAL TEAM: Flávia Viana, Thales Alice Ferreira
256, São Paulo / SP
+55 (11) 2371-4593 | +55 (11) 2387-0980 Melles e Camila Leone.

DESIGN TEAM: Ricardo Scura

ADMINISTRATIVE TEAM: Aser (coordenador), Luiz Feitosa, Tamires

Gonçalves Junior, Marcilene Lucio, Damasceno e Élise Bunouf.

Adriana Rodrigues e Ovídio Júnior.

SPONSORSHIP:

1

INTERVIEW

MENDINI x MENDINI

He is a master of Italian high design, considered by experts as one of the greatest names
in history in this segment throughout the whole of his work, which includes the creation of
the Alchimia Movement (which would forever change the history of world design), creation of

iconic pieces such as Proust’s Armchair (Magis) and wine opener Anna G. (Alessi).

Check out this exclusive interview for the newspaper A Lot of Mag, the ideas and
experiences of Alessandro Mendini and also, see on our website (www.alotofbrasil.com.
br) the pieces that the designer has developed, such as: the K2 sofa (which today is the
collection of six major world museums), Pappera and Carmen (named after the Brazilian
artist Carmen Miranda), which for the Milan Hall gains three-dimensionality as the new

application in ceramic.

Alessandro Mendini and Francesco Mendini visiting Brazil (Rio de Janeiro) at the invitation of A Lot of
Brasil.

“The world has changed revolutionized the methods and Brazil” pieces?
a lot since the Alchimia mentality of designing. But the A.M.: Inside my designer experience,
phenomenon, so it would be fundamental human values remain the see my products being born on the
illogical to think of similar same basis of new raw materials, construction
movements. However, it would ABM: You were responsible for one of the techniques and Brazilian sustainable
be nice to imagine that instead most significant impact on the history values is a real thrill. I feel very honored.
of the designers following of design, the “Alchimia Movement” Tell ABM: How was the process of working
isolated moves, retake the us about it. with a Brazilian industry like A Lot of
group concept and conspired A.M.: The ideological foundation was Brasil?
to change behaviors and to take the project as close as possible A.M.: Even if the idea of a project is
languages, who knows?” to the people, in a human and manual synthetic and unitary, it is necessary to
way, as opposed to the hardness of the take into account the characteristics
Alessandro Mendini industrialization process ... a holistic, of each country, with respect,
gentle project, without rhetoric and with besides requiring adaptability and
A Lot of Brasil Mag: In your opinion, new languages, full of positive message personalization.
what is the current design scenario? and affordable for everyone. ABM: So, how do you see the fact that
Alessandro Mendini: Even with great ABM: Where do your inspirations come a Brazilian industry produces global
difficulty, the design world is undergoing from? designers?
profound changes.The various economic A.M.: The sources of inspiration for my A.M.: The “Brazilian brand” is a fresh and
crises, the decline of traditional industry, ideas derive from the history of fashion, intelligent novelty within the international
the new craft, the culture of “3D makers” from different cultures and religions ... in panorama and comes to transform the
and many other factors are changing short, a mix of rich images of energy. concept of decoration and furniture. It is
the center of gravity, geography and ABM: What is the great utopia behind a creative catalog, suitable even for the
anthropology of our “mestiere”. your works? European market; a productive agility
A.M.: It is true, I work following the that goes from traditional crafts to high
ABM: So for you, what has changed in utopia of a better world, without violence, technology. In my works with K2 (sofa)
this increasingly global world, in terms without war, without poverty, without and Pappera (table) I tried to play with
of design? competition. It is an inaccessible idea the essence of these values.
A.M.: Virtual Reality, computer design, (for now) of a generous and happy
social media, 3D printers are some humanity.
of the new realities that completely ABM: One London journalist once
compared you to Carmem Miranda.
Does Brazilian culture inspire you?
A.M.: Certainly; the Brazilian traditions
are fascinating, whether for the craft
techniques or the mentality of the
population... The colors and Carnival
rites have much influence on me.
ABM: How do you see your “Made in

Primeiro sofá redesenhado por Mendini para a A Lot of Brasil.

2

AGENDA CULTURAL

A EXHIBITION THAT MAKES A TOUR

Are you going to visit ISaloni? How about knowing not only the next trends in the industry, but also take advantage of the
tips of consecrated design professionals who go there? Check out each one and enjoy the ride!

Feira Rho Pero - Foto : Paolo Rosa via Flickr

Walking through the streets of Milan, from April 17 to 22, is breathing design all the time. After all, only ISaloni (which is in
its 57th version), located in the Rho Exhibition Center, has 24 sheds and usually attracts about 2,000 exhibitors, in addition to
attracting more than 300 thousand visitors from approximately 165 countries. This is not to mention the Fuori Salone, which takes
place in the middle of the exhibition, in the regions of Brera, Zona Tortona and Zona Lambrate and in important roads such as
Durini and Torino. It is as if all the sectors that have some kind of relationship with the design presented something new at the
same time.

Check out a little more about the greatness of this event, with the tips of renowned designers who made a point of telling
readers of A Lot of Mag because ISalone is world known and visited every year:

WHAT TO DO IN MILAN ISALONI?

“The first thing is to visit the A Lot of Brasil booth (Pavilion 20, D-25,
with the Tocantins Collection), of course [laughs]. After all, it is a
Brazilian brand that works with the thought of glocality, and that
allowed me to travel mentally, even though I was far from the place
where the objects are born. Milan opened the Garage Italy Lapo Elkann,
new temple for fans of cars, boats, moving aircraft. It’s worth visiting.”

Andrea Borgogni, Italian designer and developer of pieces exhibited at
the A Lot of Brasil booth

“The Salone Satellite, no trial is purer, professionalism there is around Salão Internacional do Móvel de Milão - Fonte : Flickr
360 degrees. Perhaps the biggest global showcase to be noticed
by some producers. I would say that it is certainly a reference in the
‘creative market’ “.

Luca Nichetto, Italian designer who developed pieces that can be
checked at the A Lot of Brasil booth

“During the Salone you can not miss the region of Brera, in the historical Location Stand A
center of the city and full of events. The new area of the Central Station Lot of Brasil 2018,
has exceptional facilities, created ad hoc for the Fuori Salone. Another Hall 20 - D25
place to be visited by the insiders is the exhibition in Rho, with all the
latest news from the most prestigious companies. The Milan exhibition
is like a New Year’s Day for those working in the design industry.
It is the research and production of a full year that is exposed: the
inauguration of the new season with the market trends.”.

Alessandra Baldereschi, Italian designer who recently developed the
Blossom Carpet for the A Lot of Brasil booth.

4

DESTAQUE A LOT OF

VITRA DESIGN MUSEUM SCHAUDEPOT

Areal Disneyland for those addicted to design. Esqueleto chair (Skeleton Chair) is, due to its innovative
This is the Vitra Design Museum created by technology: the injected coconut. The technology is an
the founder of the brand (Rolf Fehlbaum), in 1989 in international patent and 100% developed on Brazilian
Switzerland with the goal of being a private museum. soil.
But over the years, it has become open to the public and
one of the biggest references in terms of curatorship After seeing it exhibited during the International
and design exhibition. It is composed of pieces from all Furniture Exhibition in Milan, more precisely at the Lab
eras: from historical to current production. In addition, of exhibits on the Salone Satellite (curated by Marva
a separate chapter is the architecture of the exhibitors Griffin), Mateo Kries, director of the Schaudepot, invited
buildings. Signed by consecrated names like Frank the Franco to have his creation permanently exposed in
Ghery, Zaha Hadid. his museum.

From design, it explores themes such as future Its predominant raw material is the injected liquid
technologies, sustainability, mobility and social wood and from then on, the piece can be checked not
awareness in its exhibitions. only in the Vitra, but also in different scenarios of TV
programs, schools, restaurants, airport lounges. Today
For sustainability, a new pavilion has been it is the best selling piece of high design in Brazil.
created since June 1, 2012, signed by the architects Approximately 2,500 units/year are produced.
Herzog & De Meuron. Besides having the most iconic
pieces of world design of all time, it has space for new
materials and technologies. This is exactly where the

La Vitra Schaudepot (Campus Vitra, Weil am Rhein, Allemagne) - Foto: Jean-Pierre Dalbéra via Flickr

Curiosidade Cadeira Esqueleto Design Pedro Franco - Foto Marco Antônio

The Esqueleto chair (Skeleton chair) was born in the wanderings of
Pedro Franco in the center of São Paulo, where he came across a
machined hanger from the 50’s.
A single piece was produced with the own hangers and from there began
research and reverse engineering to get the perfect ergonomics that embraced
the user.
One piece was produced with the hangers themselves and from it began
research and reverse engineering to get the perfect ergonomics that embrace
the user. From then on, a mold was developed for the injection and research
of raw materials, since Franco did not want to see the part using the common
plastic.

5

A LOT OF TRIP

BEAUTIES TH

From the Tocantins to Milan, the enchanting places in the world are not to be missed, and
regions, made a point of bringing together the main attractions of northern Brazil (theme of ou
be an inspiring source of world design

TOCANTINS

Dunas do Jalapão com vista para a Serra do Espírito Santo - TO/Brasil Fonte melhoresviagens.com.br Gale

By Giovani Assis

Founded in 1989, between the mountains and the lake, Palmas, part of the Amazon and is classified by UNESCO as a biosphere
is the newest capital of Brazil, gateway and capital of Tocantins, reserve. Cradle of Karajás, Javaés, Avá-canoeiros and Tapirapés.
has a bold architecture with wide avenues, equipped with complete
landscaping work and urban division. Bico de Papagaio
Meeting of the waters of the Araguaia River and the Tocantins
To cool off from the strong heat, which lasts all year, the city River. North end of the state, Cerrado transition to the Amazon, home
offers 5 freshwater beaches, on the banks of a huge lake, perfect to a large cultural and natural heritage made up significant numbers of
scenery for water sports. Going up the Serra do Lajeado, 85 natural traditional populations and areas of plant extraction.
waterfalls surround the charming District of Taquaruçu, the stage of
one of the biggest gastronomic festivals in the country. Serra Gerais
Located in the southeastern part of the state, the Serras Gerais
Below some unmissable tours in the region: at Tocantins are part of the largest chain of mountain ranges in Brazil
and beyond the natural wonders, keep traditions, colonial architecture,
Jalapão history and culture as Cavalhadas, the feasts of the Senhor do Bonfim
Breathtaking waterfalls, natural viewpoints, rock formations, and of the Divino Espírito Santo, among other folk and religious
natural pools in fervedouros, fields of Capim Dourado (golden grass) festivals inherited from colonialism and the era of the gold cycle, as in
and gigantic dunes are part of the scenarios that reveal the change the Nativity, when the city was a major producer of jewelry.
from Cerrado to Caatinga and composes this crude paradise of the
heart of Brazil.

Cantão “The Tocantins is the type of region that we certainly need
Region of high scientific interest, technological, economic and to visit. In fact, I would like to recommend the three best
social, located in Tocantins Southwest, is formed by the delta that places there: first Jalapão, secondly the Cantão State Park,
forms the Rio Javaés (lower arm of the Araguaia River), which flows in the municipality of Caseara; and the District of Taquaruçu
into the larger arm, having formed Bananal Island. Ecotone between (in Palmas) with its waterfalls, besides Paredão beach, in
the Cerrado and the Amazon, where species of the two biomes coexist, Lajeado”.
increasing the local wealth of Igapós species (flooded forests).
Dunes of Jalapão overlooking the Serra do Espírito Santo -
Ilha do Bananal TO / Brasil - Font melhoresviagens.com.br
The largest river island in the world, with about twenty thousand
square kilometers, is right in the middle of the Araguaia River basin,

6

A LOT OF TRIP

HAT INSPIRE

, and the newspaper A Lot of Brasil Mag, together with some designers who circulated these
of our collection in Milan Exhibition this year) and show Brazilians the reasons that lead Milan to

MILAN

Galeria Vittorio Emanuelle II - Via flickr

As if that was not enough to be considered the world capital of Design
fashion, design and gastronomy, Milan (the capital of Lombardy, Italy) What to see in Design? Triennale of Milan (founded in 1923) is the
is also an emblematic region for its history and architecture. right address to take pleasure in the exhibitions depicting the best of
fashion and twentieth century design. It is located in Parco Sempione.
Walking along the Milanese roads alone is already a great
experience. The city, always effervescent, is the largest center of the Essential
Italian economy. It is there that everything happens. Duomo di Milano is the Cathedral which is one of the largest
examples of European Gothic architecture. Anyone who has been
Music to Milan never forgets the sensation of coming across the grand
An unforgettable experience is to watch an opera at the Scala cathedral for the first time.It is affectionately called by the Milanese
Theater, considered the most important opera theater in the world. as “La Fabbrica del Duomo”, by its magnitude, is always in need of
There were operas such as Nabuco, Madame Butterfly and Otello. restoration.
Founded in the seventeenth century, it was practically rebuilt in 1943, La Madoninna deserves special mention, that from its highest
by virtue of a bombardment. You must purchase tickets in advance peak protects every city. From the top of its towers (open to the public)
(www.teatroallascala.org). you can see the Swiss Alps.

Gastronomy “A place that the visitor can not miss is a visit to Mudec
For dinner: Bice restaurant is a real gastronomic experience. Museum (known as the Museum of Culture); since February the
Founded in 1901, it is next to the “ quadrilátero dela moda”, in Via exhibition of Frida Kahlo takes place. And to eat, I recommend for
Borgospesso. sure Berberè on Via Vigevano, which offers one of the best pizzas
For a snack: try the traditional and famous “Panzerotto del Luini”. I know.”
There are kilometer queues to try the stuffed fried dough (similar to the
Calzone pizza, but small as a pie). Luca Nichetto, Italian designer born in Venice
For a drink: Basso Bar. The place is famous for being the inventor
of the Negroni, traditional Italian drink. During the week of the Salone
del Mobile is recommended to arrive early as it is a disputed place,
where it meets the biggest names in the world design.

Art
For art lovers: the Museo del 900, is located in Palazzo Arengario.
Signed by the architect Italo Rota, it is a teaching of architectural
intervention, where the old and the new dialogue with harmony. The
collection consists of several painters of the twentieth century, such
as: Modigliani, Picasso, Matisse, Paul Klee and Boccioni.

SHOP ONLINE VILAROMANA.COM.BR

A Vila Romana é parceira e apoia o design nacional

8

PERSONALITIES

PERSONALITIES

They are expertise in what they do and thats why A Lot of Mag wanted to check out what each of these professionals think
about the importance of the projects of our brand for the Brazilian design and the Salone del Mobile to the world of design.

Angelo Derenze - Foto por Rafael Renzo

“I have followed the work of A Lot “A Lot of Brasil is a watershed in the history of
Brazilian high-end design (high standard). By integrating
of Brasil for over 10 years, since I was on creative professionals from all over the world into local
and global; world-class processes, supported by solid
the front of the magazine Casa Claudia business and business strategy, the brand contributed to
the paradigm shift of the entire segment.
(Editora Abril) and Casa Cor, when I was
And what the Hall of Milan means for the design
president. I know of the brand’s concern world, I believe that without a doubt it is the world’s great
showcase of the sector, along with Fuorisalone. They are
to always invest in design and projects. the inspiration and benchmarking for the DW! and High
Design Expo “.
It is a pride for our segment and our
Lauro Andrade, Creator of the DW!
industry, it is not often that we see a and High Design Expo

Brazilian company investing in international design (Italian) and

Brazilian design, as Pedro Franco and the Campana brothers.

As for what the Salone del Mobile represents for the design

world, I have participated in it for 25 years and I consider it the

main event in our furniture segment. That’s why it’s important to

be there to get the critical sense of how the market is (for that

matter it’s already important). Being there is a must to know what

happens on the planet. All that is happening in the industry, in all

countries, passed before the Milan Hall.”

Angelo Derenze, Managing Director of Shopping D&D

Marva Griffin - Foto via www.habitatplus.com.ve “Pedro Franco is passionate about design, whether
Italian or of the young Brazilian and world designers; He is
“I can not feel otherwise than passionate about Brazil, for their lifestyle, for its natural and
be happy to see that one of ‘my boys’ private resources. So he decided to start a production with
of Satellite followed this beautiful your brand and together we developed the strategy. We
route, becoming one of the newest decided initially to select classic pieces of Italian design and
and most promising “star system” insert them into production. We also insert pieces of the new
figures in Brazilian design, exhibitor of Italian generation. And how could it not be, we insert Brazilian
the Salone del Mobile - Milan with his designers. Another issue was mapping and working with
brand A Lot of Brasil with designers Brazilian industries that deal with alternative technologies in
like Alessandro Mendini, Fabio Novembre, Nika Zupanc, an industrial way, without forgetting, however, the contribution
among others. of Brazilian artisans who work in community in the Amazon or
companies with innovative techniques. It was the beginning
Inventive, outgoing and capable, this design gained of an adventure based on an accurate
immediate recognition with its fun ‘fringe’ sofa at the end of idea of the local x global“.
its first participation in the Salone Satellite in 2010, followed
by its other more mature presences in recent editions. To him
I can only wish my best and lasting votes of success, allied to
creativity as editor and designer.”

Marva Griffin Wilshire, Curator of the Salone del Mobile Milan Vani Pasca, Art Director

Vani

Pasca - Foto acervo A Lot Of Brasil

9

A LOT OF TRENDS

THE 6 HITS OF THE MOMENT

If Milan dictates the trends and A Lot of Brasil anticipated some of them, know which trends will be part of
the design this year.

{ Nodo Lat. tendentia
s. f., inclinação; propensão; vocação; disposição natural; intenção; propósito;
Inclinação comportamental em função de cenários políticos, econ ômicos e
sociais.
Fonte: Dicionário Aurélio

ALot of Brasil was appointed by the American newspaper The New York Times as one of
the four trends of the Hall of Milan in 2017.
This choice was due for pioneering the use of color (later renamed) Millenium Pink (used in
underconstruction sofa) and Tropical theme (called Green way the mainstream media.
Following the conviction that a Brazilian industry does not need to follow, but rather can
dictate trends, A Lot of Brasil, conducts research with creative from around the world to develop
its collection

Then check out our bets for 2018...

Jornal “The New York Times” 2017 - A Lot Of Brasil é indicada como uma das quatro tendências mundias do design. Sofá Underconstruction, design Pedro Franco - Foto: Nina Jacobi e Lucas Fonseca

10

A LOT OF TRENDS

TOP TRENDS

#1The rescue of the 60’s are behind and
opens space for the 70’s movement:
“Hippie Movement”.

Fotos Modelos : Via vogue.com; www. #2The pastel colors, overly used by
thetrendspotter.net | Bota - Reinaldo Lou- Fast Fashion, sits back, making
renço | Tapete Modern Design Alessandra room for the neon colors: flourishing pink
Baldereschi. and lime green deserves attention.

Fotos Modelos : Via vogue.com; www.the- Fotos vogue.com.br, www.thetrendspotter.
trendspotter.net | Tênis JOSHUA SANDERS net | Tênis -GIUSEPPE ZANOTTI | Cadeira
| Bolsa Prada| Poltrona Underconstruction, Underconstruction, Design Pedro Franco
Design Pedro Franco
#3Other colors that are worth
Fotos: www.lilianpacce.com.br | Cerâmica mentioning are: the green “Turquoise”
Carmen, Design Alessandro Mendini violet “amethyst” and brown “tan”.

#4After the “invasion” of synthetic velvet
in 2017, the natural elements such
as juta, sisal, linen and cotton come on the
scene.

Fotos Antonio Barros, Guilherme
Nabhan, Vanessa Barragao | Cadeira
Underconstruction, Design Pedro Franco

#5Floral and psychedelic prints.

#6Gold, Gold and more Gold. Fotos www.lilianpacce.com.br, vogue.com.
br | Bolsa: Gucci | Cadeira Esqueleto, Design
11 Pedro Franco

INTERVIEW

PEDRO FRANCO,

DESIGNER, ART DIRECTOR AND ENTREPRENEUR

Get to know a little more this São Paulo citizen, internationally recognized, passionate about fomenting design and cultural
exchange.

Pedro Franco sentado em sua cadeira Esqueleto - Foto por Nina Jacobi e Lucas Fonseca

Istoé Magazine called it “The new star of Brazilian design”, the Platinum magazine “The
ambassador of Brazilian design” and the Italian newspaper Corriere della Sera “La New Wave
Design del Brasiliano”.
Superlatives are part of the life of this 40 years old, Designer from São Paulo. At just 22 years old,
he began his meteoric career by winning a design contest that enabled him to participate for the first
time of the International Salone del Mobile. Since then, there were 18 appearances, many awards and,
above all, recognition by a dedicated life to the promotion of design, with irreverent and full of personality
pieces that have become icons of Brazilian design.
The designer has among his mentors the greatest critics of world design: Marva Griffin (curator of
the Salone Satellite) and Vanni Pasca (critic and design curator); as well as friendship with the biggest
names in the world design like Alessandro Mendini.
Multifaceted, Pedro Franco is also responsible for the art direction of A Lot of Brasil (industry he
founded in 2012), and develop advice to the other universe decoration industries.
In addition, he already subsidized and was the curator of “Brasil é Cosi”, which took the work of
32 young Brazilian designers to the Milan Hall (Fuori Saloni, 2009); organized lectures in Brazil with
designers such as Alessandro Mendini, Marten Baas, Paolo Pininfarina and two international design
contests, “Brasilidade Industrial” and the “Brit Design Award”.
Pioneering is also part of his career: he was the first Brazilian to be a judge of the international
contests “Satellite Design Award”, the first Brazilian industrialist to be invited to participate in the Salone del Mobile; the first Brazilian designer
to be invited to lecturing at the Milan Hall; the first Brazilian to be part of the new materials museum at Vitra (Schadeupot).

ABM: Where did your desire to work with design come from? international exhibition, “Abitare il Tempo” (Verona 2000). make cover of
P.F.: I am training architect, and currently work with industrial design. No the book of trends called “Scenari del Giovani Design”.
doubt I owe all this to the influence I had of my father, who is also an
architect and urban planner. Therefore, I have always circulated in the art ABM: And the passion for furniture design, how did it happen?
and design shows. Art has always run in my blood. P.F.: She was always present. First of all, with the architecture office I had
(from more than 20 corporate projects, including offices, bars, restaurants
ABM: Your products are quite recognized in the creative scene. Tell us and discos), between 2002 and 2004. Since then, what really moved me
about your rewards. Are there any in particular? was to design the pieces that made up the spaces. Was born the name A
P.F.: The highest award that can exist is the acceptance of a product by Lot of, because it ended up selling these pieces in great quantities.
the large market. It is to come across your pieces in different locations. The design has always fascinated me especially for its creative freedom.
Apart from that, the prize that touched me the most was “Brasil Faz I make a chair thinking about your aesthetic values for me. This way in
Design” curated by Marili Brandão, the first Brazilian contest that gave the 2004 I decided to close my architecture office and open my high design
winners the possibility of participating in the Milan Hall. It was the award store: A Lot of Concept Store that later would give space to the Lot of
that launched me to the world of world design. Then I met Vanni Pasca Brasil Industry in 2012.
(who turned out to be my godfather in the design world, given the many
doors he opened me), and that gave rise to the invitation to my second

Creation of the Orbital armchair Participation Fuori Salone Invited as speaker for the “Torino Design Participations in the Salone Satellite,
1st Prize “Brazil faz design”, student 1 award in the professional category Week” event, creation of the pieces Antropófago
armchair, Underconstruction Armchair and
category. “Brazil faz design” Curator of “Mostra é Cosi” 2009 Italy
1st participation in Fuori Salone Primavera Sofa

2000 2002 2009 2010
2011
12 2012

INTERVIEW

ABM: How was this process of founding people searching for their personalization ABM: You were the first Brazilian company
your industry in 2012? and soul in the products. Local values are to be invited to participate in the Milan
P.F.: Marva Griffin always jokes: “The interesting and unique. It stops selling Furniture Show. How was that moment and
designers come to the Salone Satellite in a product to sell a cultural element. The this responsibility to represent Brazil?
search of an industry, but Pedro went the market termed it as storytelling, which is P.F.: I owe it, above all, my godmother in
other way and left like an industrialist.” In nothing more than each product pursuing Marva design. She opened me the doors of
fact, by attending the Satellite I was able its truths. The world is fed up with pieces the Salone del Mobile and believed in my
to see how big the design world was, how without a soul. Why should I import a work, from the Salone Satellite. It made me
good design is a propeller of business and I plastic chair? For us, glocality is the sit down and present my work to the judging
was stunned! That’s where I began to reflect fundamental and strategic element of A committee, which opened the doors. At first
on making A Lot of Brasil an industry that Lot of Brasil, without it we are nothing in a I was afraid, because more than expose the
would produce the best names in world global world. For this reason, we work with A Lot of Brasil, we represented the country
design on Brazilian soil. And so I went to Brazilian DNA, whether in the research of in the city of the world’s greatest designers.
talk to my friend Vani Pasca and I ended materials, the use of the same in the high However, I always had the right people
up hiring him as a consultant for the brand. technology (injection of açai, acerola, etc., and good mentors to me. With stands
He taught me the steps to create it from used in Esqueleto Chair (Skeleton Chair), signed by names like Mendini, Campanas,
scratch just like it had done with some of and/or dial fiber used in the Cone Chair), and myself, associated with research,
the biggest Italian brands. or translating them into the minutiae of our technology and design production signed
by the biggest names in the world scene,
ABM: How do you evaluate Brazilianness in “The world is fed up with pieces we had our value recognized, so much
your creations? that we went from Hall 6 to Hall 10, until
P.F.: It is not an adjective, but a noun in without a soul. Why should I import a we reached the most disputed square
my creations. I created a term for the in the Hall: Pavilion 20. Today we are the
brand identity of A Lot of Brasil, the plastic chair? For us, glocality is the only South American industry, along with
“Brasilidade Industrial”, that about taking centennial brands like Missoni, Kartell and
our characteristics and going beyond fundamental and strategic element Edra. I always believed in Brazilian design
the artisan (which is beautiful, but not and “Made in Brazil”. However, allied to
compatible with the industry). The main of A Lot of Brasil, without it we are technology and the productive scale.
thing is to translate these values into the
industrial world. The Esqueleto Chair nothing in a global world ABM: What’s your advice for a young
(Skeleton Chair) I created is an example design?
of this because it is a highly technological Pedro Franco P.F.: First, look for the new one with
piece that required a lot of material practical research, in loco. Everybody
research, either in the manufacturing collection, as we did at the brand stand in searches effectively on Google and 90%
process (injected), in the ergonomics or in 2017, at ISalone, when we launched the of people go to page 4 of the search
the research of new raw materials (injected Cariri Collection (co-curated by Ana Virginia engine. What I mean? Is that the new is
coconut and acerola injected). For me it is Furlani). I still do not know if the commercial not there... Apart from that, keep humility,
a symbol, because it demonstrates that success was due to the products or create partnerships with small producers
a Brazilian product can be innovative, people wanting to take home a bit of the (carpenters, locksmiths, etc.) and learn
democratic and full of technology. atmosphere that surrounded them. There from them. Final learning does not occur
were pieces signed by designers from in schools, but in practice. I still have at
ABM: You talk a lot about glocality. How all over the world, who thought about the my side, small artisans who teach me and
would you define this concept in your briefing of a Brazilian micro-region (Cariri) bring solutions to my prototype.
brand? and including elements of local culture
P.F.: As a fundamental value for the world (woodcut, painted portraits, rope creation)
today. Thinkers like Victor Papanek and made by craft masters. There is no more
the Brazilian Milton Santos wisely already local and global experience than this! We
analyzed the arrival of such phenomenon discover there the synthesis of our values.
in the near future (years 70 and 80). In a
pasteurized country like China, which
introduces mega-scale, soulless products
all over the world, we had the birth of a
quasi-anthropological phenomenon of

Kaos Line Creation Esqueleto Chair (Skeleton First Participation in the International Invited to be jury of the contest Invited as a speaker for the
chair) Creation and Jacaré Furniture Exhibition of Milan “Salone Del Mobile Milano Salone Satellite.
Award”
chair (alligator Production of the injected Esqueleto Chair. Underconstruction Sofa is
Chair) at the Satellite A Lot Of Brasil is founded indicated as one of the 4 trends

of the world design

2011 2012 2013 2016 2017

13

PARTIDO ARQUITETÔNICO

VALUING WHAT SÃO PAULO HAS THE BEST

Exalting and reformulating what the Fiesp Cultural Center offers was the challenge of the architect Moema
Wertheimer. Visitors will be able to check some pieces of A Lot of Brasil there.

Considered a cultural heritage with criteria of functionality, flexibility,
of São Paulo, the FIESP Cul- technology and sustainability. In the
tural Center - home to the Ciesp, Senai- case of Fiesp, we prepared an area for
-SP, SESI-SP and the Instituto Roberto all kinds of presentations and expres-
Simonsen - on Paulista Avenue, it is sion of art performances, plus a large
considered one of the main points of living space”, says Moema Werthei-
leisure and art in São Paulo , and for mer, architect and head of the project
this, he counted on the support of Mo- implemented last year.
ema Wertheimer Arquitetura.
“Our main goal is to identify and Moema Wertheimer:“The Cultural Center is a gift from FIESP to the city and MW Arquitectura is very
conceptualize the real needs of each happy with the result and the dynamics with which the region has appropriated the space”, Photo:
client, in addition to preparing highly Ary Diesendruck
qualified and customized projects,

ABOUT THE PROJECT

Centro Cultural Fiesp São Paulo- SP/ Brasil - Foto Evelyn Muller Starting from the idea that the Fiesp start of the presentations or ranges) and the
Centro Cultural Fiesp São Paulo- SP/ Brasil - Foto Evelyn Muller Cultural Center includes an area for all kinds of auditorium. “This area attracts the attention of
presentations and performances, the spaces everyone because it attracts people to see what
were arranged in different configurations,
including more indoors and acclimatised to get “FIESP CULTURAL CENTER IS A
some work and more open areas and integrated SPACE WITH OVER 5 THOUSAND
inviting for any of art manifestation. METERS OFFERING THE BEST
OF CULTURE AND ART FOR
To accommodate most spaces, MW SÃO PAULO POPULATION. AND
Arquitetura also had the high design of the A Lot ALWAYS FOR FREE!”
of Brasil industry, using the Esqueleto chairs,
the designer and art director Pedro Franco is on the other side and can also be used as a
(recognized internationally for this piece) and stage for the artistic presentations in the city”,
the Row stools, developed by Italian designer adds Moema.
Paolo Ulian for A Lot of Brasil.
Besides all these details, the architect
“The project builds on respect for emphasizes the importance of valuing the
existing solutions, developed by three great elements of the national industry. “The
names in architecture and landscape: Rino combination of them is a way to value and
Levi, Paulo Mendes da Rocha and Burle strengthen the exhibition of the capacity of
Marx, seeking harmony with their languages Brazilian designers”, he said.
while at the same time demonstrating their
intervention characteristics. Therefore, it The strength and quality of the items used
offers materials such as lining in clouds, uses in the Cultural Center were also paramount. After
many transparent and colorless glasses for all, this was an access to the public space and
lightness and transparency; wood to promote the attractions that are already being displayed
comfort and coziness, and finally, a green wall, there, since the project was launched, the result
which humanizes and brings nature into the was more than approved by the regulars.
environment”, explains Moema.

According to her, the “heart of the project”
is the coffee area on the mezzanine, intended
for the contemplation of an original panel of
the landscape artist Burle Marx, which has
been revitalized and functions as the highest
point of view. You can see, for example, the
entire relationship between the other areas as
exhibition galleries distributed on two floors,
the foyer (space where the audience awaits the

14

TIPS FOR YOUNG DESIGNERS

Nothing like gathering the opinions of those who passed through Milan and breathed the design throughout their
lives so that future generations know a little more about this history and can stand as even better professionals.

“I think today young people “Sit down, but take a stand. “One advice I would give to
adapt very quietly to the Leave your comfort zone, young people is to always have a
mistakes of the world and end but feel comfortable. Take a lot of determination, passion and
up going the wrong way. But I direction for your life, but trust patience. Good projects often
also see designers who provoke your compass. Shoot your arrow, take years to become products. “
new behaviors and have radical but point to the heart.“
ideas.” Andrea Borgogni
Fabio Novembre
Alessandro Mendini

“Make an effort to stand in your “Compose your own world of “Be curious and always ask you-
own way and not look too far references, collecting the most rself why a product is made one
away.” passionate and building your way or another.”
own unique, authentic identity.”
Anna Gilli Luca Nichetto
Alessandra Baldereschi

15

THE VISIONARY OF DESIGN

Foto ISaloni 2017 - Fonte : www.salonemilano.it

“I met Marva Griffin when I was selected to participate in the Salone Satellite in 2010. The “all-
powerful lady” is responsible for all that bustling atmosphere. And participating in that event since
then, changed my life forever.

We ended up developing a great friendship and more than a friend to consider as a second mother.
When I brought Marva to Brazil for a lecture in 2012, she told me about the episode where during
one of the many design cocktails she participated in around the world, she was approached by a visitor
who saw her standing out , asked: “Who are you Marva?”. Behold she replied: “Google me baby”.
In fact, by typing Marva Griffin on Google appears about 86,900 citations. There is a world of design
A.M. and another P.M., before and after Marva Griffin and his “great creature”: The Salone Satellite.”

By Pedro Franco

16

“Marva E’ una Principessa del design”.

Alessandro Mendini, italian designer

Alessandro Mendini - Foto: por Carlo Lavatory via: www.grufam.it

“Marva is a visionary, passionate and very determined woman with an internationally
recognized talent to discover, help and launch young designers around the world. I consider

her as a mother who made me believe in my ideas and never stop questioning me. “
Andrea Borgogni, italian designer

Foto Acervo pessoal Andrea Borgogni - Via: www.instagram.
com/andrea_borgogni/

“Marva Griffin is the mother that every designer would like to have: caring and motivating.
Since 1998, with the Salone Satellite, this has been true for generations of designers. For me
she is like a sister, wise and elegant, whom it is impossible not to love. “

Fabio Novembre, italian designer

Fabio Novembre e Marva Griffin - Foto: por Vittorio Zunino
Celotto via: Getty Images Europe

“I’ve known Marva for several years and for me she is one of the most important references
in the design industry, a figure of other times, a strong and innovative woman in a predomi-

nantly male world. A maternal figure in an industry that makes human values the sap that
nurtures a tomorrow made up of talented young people. “
Luca Nichetto, italian designer

Foto Acervo pessoal Luca Nichetto - Via: www.instagram.
com/lucanichetto/

“Marva is a passionate, visionary and focused woman with a natural talent international,
aimed at the discovery, and help launch young designers. I consider it as a mother who
encouraged me to believe in me and at no point in my life stop questioning me.”

Ana Gilli, italian designer

Foto: Reprodução - Via: www.gazetadopovo.com.br

17

COLLECTION

MANIFESTO

The Brazilian industry A Lot of Brasil will present the Tocantins Collection at Pavilion 20 D25, at the International
Furniture exhibition in Milan.

FROM BRAZILIAN NORTH TO DERRIDÁ

There are no facts, only interpretations.” It’s from Carpet Modules, in origami formats, will leave the
this phrase of the famous French philosopher floor and go through the walls, creating different contexts,
and creator of the Deconstructive Movement, Jacques with different textures and heights.
Derridá, that born one of the starting points of the new
collection presented by, A Lot of Brasil. Color Modules, with magnetized covers, and different
Moving pieces, (re) constructing new aesthetics from materials as: stones, textures and woods creating different
the transformation of the original design. An invitation to contexts, according to the intuition of the user.
the public to pass from simple consumer to the protagonist
of the collection’s creations. Finally, the Kaos (by Pedro Franco), an armchair
Allied to all this movement, the A lot of Brasil remains composed of dozens of geometric blades, transforming
true to its roots, which is to bring the Brazilian locality to itself every second...
a global world. And the chosen micro-region is Tocantins,
located in the North of Brazil. The great landscape, at the back of the booth, will
An area with diverse landscapes, however harmonics. have sections “ripped” from the walls by the visitors,
A place where dunes dialogue with the tropical forest; transforming itself every day.
where birds named Tucano meet the genuinely Brazilian
(and ants eater) Tamanduá; where the architecture of The combination of deconstructivist philosophy, of
Niemeyer dialogues with prehistoric rock art. An area full the French philosopher Derridá, and the Brazilian micro-
of stories to tell! region compose the interactive “Tocantins Collection”,
It is from this scenario that we will set up a booth in which will be presented at Pavilion 20 D25, during the
Milan, in constant movement, which in a single hour will biggest and most important exhibition in the world: Salone
occur big transitions. Ceramic Losangulares Modules (by del Mobile
Alessandro Mendini), enable different color compositions.
By Pedro Franco

Arte gráfica criada pela A Lot Of Brasil para o stand no ISaloni 2018, inpirada no Tocantins e fazendo uso da iconografia desenvolvidade pelo Sebrae TO.

18

COLLECTION

CAPIM DOURADO COLLECTION

Brazilian industry A Lot of Brasil will present the Tocantins Collection at the Pavilion 20 D25, at the International
Furniture Exhibition in Milan.

Symbol of the collection, its name derives from a straw,
golden color, produced exclusively in the region of Jalapão
(countryside Tocantins).

For this reason, designer Pedro Franco reproduced it
in the same color and aesthetics, using a high technology,
known as electro erosion, and idealized the painting in the
color of gold to refer to the natural fiber that gives rise to the
name of the collection.

Despite all this technology, its characteristics were
maintained and refer to manufactured wooden chairs of 50’s.

The collection consists of chair, dining table, coffee
table, side table, armchair and bench.

19

COLLECTION To create it we consider some factors like:

BRIEFING - Anthropological analysis (trends): What are you
feeling right now? How does the global scenario impact
HOW IS A COLLECTION BORN? you? These are the fundamental points for creating a
collection. Right now we have based our tendency to
By Pedro Franco study the impact of digital tools on people, then the
whole point of the collection: You as the protagonist!
Briefing passed by A Lot of Brasil to designers so they could
develop their products - Brand Identity: The identity of the brand is your
DNA (the company’s values). For A Lot of Brasil, the
combination of glocality, with the term created by
us, which is the “Brasilidade Industrial” (Industrial
Brazilianness), are the basic values that give rise to our
products.

Given the two characteristics and conviction in our
purpose, we explore the local values of the Brazilian
region of Tocantins, base for the briefing of our credits.

Globalization is portrayed this year by pieces
designed by designers from several different
backgrounds.

20

COLLECTION

BY THE PRIDE OF “MADE IN BRAZIL”

Foto: Nina Jacobi e Lucas Fonseca Arrow Sofa, by Fabio Novembre

Innovative design refers to a false optical illusion, which is
nothing more than an irregular design for those who see it, and
a great surprise for those who experience their comfort and
elegance. It is a sophisticated piece, designed by Novembre,
exclusively for A Lot of Brasil.

Foto: Nina Jacobi e Lucas Fonseca Glocal Sofá, by Luca Nichetto

The sofa is the first collaboration of the Italian designer for
A Lot of Brasil. From a Brazilian DNA research, he proposes a
whole line that refers to the historical aesthetic values of design
and Brazilian culture.

Talk Chair + Tibia Sofa,

by Andrea Borgogni

The Tibia Sofa created from our
briefing, by the poet of the wood Andrea
Borgogni, refers to the Brazilian design
of the 50’s by retro features.

21

COLLECTION

THE IMPORTANCE OF COLLAB ENTERPRISES

For the 2018 collection, for the first time in its history, A Lot of Brasil made collabs with equally renowned, but
complementary industries in the decor atmosphere.

The goal? Offer details thought in 360 degrees in this new collection. Therefore, according to the artistic direction
of Pedro Franco, it was developed some essential parts for the richness of the details of this atmosphere and its
presentation.

Accompany the following, by the artistic director himself, as each collab happened:

+

A LOT OF BRASIL + BONTEMPO +will change the understanding about cabinets, modules

“Bontempo is one of the companies that, and partitions.
in my opinion, has some of the greatest A cabinet that following the concept of
customization differentials combined with high
production. This synthesis is very difficult to achieve sustainability will accompany the Brazilian family in all
for a huge industry. On the other hand, the quality of stages of their life, such as the birth of children, moving
its products, especially that of its lacquer, is one of the house and other decorative contexts that change over
highlights: 16 steps to achieve a quality paint similar to the years.
automotive paint.
The challenge of the project was to highlight all the A furniture with several options such as: stone,
described characteristics, allied to the artistic values of lacquer, wood, cloth and glass. Interchangeable parts,
the collection (deconstructivism + protagonism). From through a sophisticated system of use of aluminum
this concept we develop not only a beautiful product and magnetic. A unique closet for several moments”.
with a different concept, but above all something that

22

COLLECTION

Foto: Nina Jacobi e Lucas Fonseca +

+ A LOT OF BRASIL + CINEX

“In Cinex I came across a promoter, just like
me, passionate about the design and cultural
exchange of Brazil and Italy. An industry that seeks to
combine technologies in their products.
From our first meeting, the technology has
been established as a key theme for the creation of a
collection, so I went after what is most technological
in the market: the carbon fiber, so the F1 collection is
born.
Following our artistic concept, the shelves
interact with users through their lifting system. A
single shelf is able to receive products from different
heights, changeable every time. And to compose,
we created a dining table that reaches 4 meters with
subtle support at their ends.

Foto: Nina Jacobi e Lucas Fonseca

23

COLLECTION

+

A LOT OF BRASIL + PORTNARI +CARMEN-TEXTILE1

isiting Portinari, that not by accident has at the baptism the name of one of the greatest Brazilian

“Vartists, I came across a giant industry, which produces 24 hours a day, and offers thousands of

square meters of ceramic monthly.
Despite all this greatness, curiosity and openness to the new remains. For an industry which exports

much of its production, it seemed natural to me to invite an international name like Alessandro Mendini
to recontextualize the stamp designed for A Lot Of Brazil in 2012, to be produced as ceramic and gain
three-dimensionality. As a guideline adapting the concept to our creative line,we enable the user to be the
protagonist, since it is possible to perform numerous compositions. This way we invite you to create with
one of the biggest names in world design, Alessandro Mendini.”

CARMEN - TEXTILE 2

CARMEN - TEXTILE 3 CARMEN - TEXTILE 4

Simmetry SCALE 1/1 Rhombus shape W25 cm

TEXTILE 1

Foto: Nina Jacobi e Lucas Fonseca ALESSANDRO MENDINI
-Divano K2-

PEDRO FRANCO BRASILE
2012

Proposal of the Carmen print created by Alessandro Mendini
in 2012

24

COLLECTION +

.1 A LOT OF BRASIL + SANTA MÔNICA

+ “On a visit to the Santa Monica factory, which
turns 40 this year, I observed the junction of
artisanal to industrial. A key in the development of good
design.
Agile and with several productive resources, I
immediately thought of creating a carpet that would
express all these values. High and low wires, larger and
smaller weave are some of the elements found in the
design that I made for the industry. Not coincidentally,
the Tangram Carpet received this name, because it allows
the user to different compositions every day, every hour
or year, according to the concept of A Lot of Brasil for the
2018 collection
In addition, I invited some international designers
who have already collaborated with A Lot of Brasil, and
for the first time in the history of Santa Monica, there was
an international collaboration in this aspect.
The designer Ana Gili, important character of the
Italian scene, eternalized by the Alessi bottle opener,
created on our briefing the Modern Carpet, which refers
to the Brazilian modernism of the 50’s like we’re looking
at a landscaping of Burle Marx. I also invited Alessandra
Baldereschi, one of the female talents in the current
scenario of Italian design.”

Fotos: Renata D’ Almeida .2
.3
25

COLLECTION

+

A LOT OF BRASIL + TÊXION

“Ihad worked with Texion ten years ago, when consulting a
upholstery industry. It is one of the few textile companies
that survived the competition of the fabric “made in China”.
From this alliance, more than 100 items were born to show that
our products are not behind the international brands of the sector.
Everything began with our research on trends, which can be seen in
another issue of this edition, pointed to the movement of the 1970’s.
Therefore, we develop neon threads, we create innumerable different
weaves and we bring what Brazil has the best: cotton, juta, sisal, among
others. Different squares (sizes and colors) refer to deconstruction for its
effect of pixels. All this meant that the fabric was not a mere adjunct, but
the protagonist of the collection A Lot of Brasil” concludes the designer”.

+

A LOT OF BRASIL + MONT BLANC

“Visiting Mont Blanc I came across genuinely Brazilian stones
that are not behind the famous international marbles. With
unique drawings that refer to the great works of Kandinsky, Pollock and
Edvard Munch but painted for years by Brazilian geomorphology. The
structure of the piece was conceived to be only a backdrop for this natural
and Brazilian masterpiece”.

Foto: Nina Jacobi e Lucas Fonseca

26

www.alotofbrasil.com.br

THE BEST INTERNACIONAL
DESIGN,

MADE IN BRAZIL.

Cadeiras Esqueleto @alotofbrasil /brasilalotof

Design Pedro Franco www.alotofbrasil.com.br
Lounge Gol Aeroporto Internacional de São Paulo.

Projeto Arquitetura: Olegario De Sá & Gil Cioni

Foto: Julio Rua

1- Stand 2013 by Alessandro
Mendini | 2- Stand 2014 by Pedro
Franco | 3- Stand 2015 by Irmãos
Campana | 4- Stand 2016 by Stúdio
A Lot of Brasil | 5 - Stand 2017 by
Pedro Franco com co-curadoria
Ana Virginia Furlani.

HALL 20 +
D25

@alotofbrasil
/brasilalotof
www.alotofbrasil.com.br
Escritório Criativo: Al. Gabriel Monteiro da
Silva, 256, São Paulo / SP
(11) 2371-4593 | (11) 2387-0980