2023-07-14 16:23:48
SÃO PAULO – After its premiere at the Japan Festival in São Paulo, last weekend, the “most Japanese” Frontier in Brazil arrives at Japan House São Paulo, a space created by the Japanese government with the purpose of propagating elements of Japanese culture that unite tradition and future, just like the Nissan pickup truck.
The work of art on wheels is the result of the 3rd edition of the Nissan Academic Design Contest, which honors the 115 years of Japanese immigration and challenged university students from all over Brazil to celebrate Japanese culture using a Frontier pickup as a “canvas”. From “paper” to the real world, a real Nissan Frontier was transformed following the champion project, created by Eric Laureado Belfort Wolter, an Industrial Design student at the Federal University of Rio de Janeiro (UFRJ).
The student project uses various icons of Japanese culture in a contemporary style and associated with the famous painting “The Great Wave”, by Japanese artist Katsushika Hokusai, which represents the arrival of immigrants from Japan to Brazil. The transformation was supported by designers from the Nissan Latin America Design Studio, located in São Paulo.
“The whole idea came from a great deal of reflection on the concept of culture. I noticed that, almost as a rule, people associate the culture of a country with what is classic, ancient. Just like the Nissan pickup, I wanted to freshen it up,” she explains. Eric drew Japanese icons in street art style on a mural of sorts. “Then I drew a parallel with the Great Wave. Like her, culture is in constant movement”, adds the student.
Visitors who go to the Sotodoma space at Japan House São Paulo from today until Sunday, July 16th, will be able to check out all the details of the project.
About Japan House São Paulo (JHSP)
Japan House is an international initiative with the purpose of expanding knowledge regarding current Japanese culture and publicizing government policies. Inaugurated on April 30, 2017, Japan House São Paulo was the first to open its doors, followed by units in London and Los Angeles. Established as one of the main points of interest on the celebrated Avenida Paulista, JHSP highlights in its facade proposed by architect Kengo Kuma, the Japanese art of fitting using Hinoki wood.
Since 2017, the institution has promoted more than thirty exhibitions and regarding a thousand events in areas such as architecture, technology, gastronomy, fashion and art, for which it received more than two million visitors. The institution’s digital offer was boosted and diversified during the Covid-19 Pandemic, reaching more than seven million people in 2020. In the same year, it geographically expanded its activities to other Brazilian states and Latin American countries.
JHSP is certified by LEED in the Platinum category, the highest level of building sustainability; and by Bureau Veritas with the SafeGuard seal – certification of excellence in health security measures once morest the Covid-19 Pandemic.
About Nissan
Nissan, one of the largest vehicle manufacturers in the world and a pioneer in global electrification, has been present in Brazil since 2000 and currently operates with more than 180 dealerships in all states of the country. The company recently announced a new investment plan worth up to R$1.3 billion, which will be added to the more than R$2.7 billion already invested in Brazil over the last 10 years.
Since 2014, Nissan has had its own modern Industrial Complex in Resende, in the state of Rio de Janeiro. Currently, this industrial unit works in two shifts and manufactures the New Nissan Kicks, in addition to the 1.6 16V flexfuel engine. Nissan has around 2,500 employees in Brazil.
Service:
Nissan Frontier exhibition “more Japanese” at Japan House São Paulo
Space Sotodoma
Address: Avenida Paulista, 52
July 14 (Friday) – 10am to 6pm
July 15 (Saturday) – 9am to 7pm
July 16 (Sunday) – 9 am to 6 pm
1689353643
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