Copywriting: Lucas Casagrande
Art Direction: Elizandra Peniche
Creative Director: Bernardo Passarella
In 2023 mam completed it's
75th anniversary.
But it's younger than ever.
Manifest
75 years in a manifest created to be shown exclusively at the party.
Where's art, if it's not everywhere?
From soccer to improvisation.
From the mirror's silence to space's volume.
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On the train, on the side walk, on the arm, at the plaza.
In the writing, in music, in architecture, on the tree.
The art was, is, and is yet to be.
It's timeless, evolutive.
The art is in you, in all of us, it's part and comes from you.
It's everywhere, and everywhere is in one single place.
75 years of the Museu de Arte Moderna de São Paulo.
The art of yours.
Concept
Literally translating, the concept should be "The art part of you". In Portuguese, "part" has two meanings: "to be part of" and also "to go from".
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The ambiguity of the world "partir" (part) shows that the art is part of mam's club members, visitors and sponsors through experiences they live with it. Also, it shows that the art exists (from the verb "to go from") thanks to their signature, visit or support. The final message is to show that the museum's longevity is only possible with their collaboration. They are transformed but also transformation agents.
Invitation
Simple and direct, but collectible to create affection. The invitation is a mirror to provoke the guest about "being part of".
Experiences
Interactive
catalogues
To be part of, each table has its own tablet exhibiting pieces available to purchase.
Each piece has its own presentation, with curator or artist videos telling a little more about it to create connection.
Who chooses to buy it is automatically presented a first empty big screen that, when completed, shows the concept.
How can we be more part of art than putting our hand on the job?
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The artist collab is an experience in which who buys it can help a freestyle artist create art in real time, inspired in answers and tales of the guest.
After it, the guest can opt to buy the art or donate it to the museum.
Either way, they show up in the big screen.
Artist
Collab
Menu
Experience
What about tasting a piece of art?
The plates and cocktails can create a synaesthesia with selected pieces, available for purchase, to create connection and make them more emotional.
Example:
Drink Spacial Platform (ANDRÉS, Maria Helena): Inspired by the contrast between the lightness of space and the piece's technology colours, this cocktail is based on Moscow Mule, with ginger zest and notes of peppers to contrast with the lightness of the Sicilian Lemon and purity of handmade chanttily. All of that create a constellation of flavours with Absolut Vodka.
The party room is full of empty screens. With a technology created in collab with an A.I artist, guests can interact with them, creating the party's ambience.
The art of
party making
Key Visual
The sentiments and lasting memory construction through experiences were represented by senses.
For that, we've created 6 elements representing them, including the heart.
