2024-04-24 02:01:39
An immersive 3 cubic meter work by artist Leandro Mendes Vigas is part of the selection, on display between April 24th and 25th
When you think of the word “work”, what image comes to mind first? A fine arts exhibition or a building under construction? United, these two scenarios make up the Real Estate of the Art project, which reaches its second edition on April 24th and 25th, designed by the developer Helbor, in partnership with MPD Engenharia in 2024 in Itaim Bibi, an upscale neighborhood in the south zone of São Paulo . An innovative platform, Real Estate of the Art promises to be an unmissable event for art and real estate enthusiasts. In a conversation with Artsoul, Fabiana Lex, director of Marketing, Product and Communication at Helbor, detailed the idealization of the project, its objectives and the news that the 2024 edition has in store for the public.
One of the main points that make the event stand out is its originality. “Real Estate of the Art is a different and unusual art platform that connects our world (real estate market) with the world of art, bringing our guests the experience of appreciating art within a work under construction”, says Fabiana. The director also explains that combining these two universes is the essence of the project. “The idea of bringing works of art to a project under construction was precisely to bring together the apparently antagonistic meanings of the word ‘work’: that of the guest artist is the canvas, or other media; ours is the work of the project under construction”.
This link between art and housing is fundamental, as it transforms the experience of visitors. If you’ve ever had to choose a new home, you know that visiting a real estate project is a standard task, without many surprises. However, if this building is transformed into an art gallery, your experience has the potential to be very exciting. Fabiana explains that this is precisely the thought that accompanies the development of the project. “We believe that the world of art has a lot of connection with the real estate segment, even more so with high standards. We are always asked by our clients so that they can visit the projects’ construction sites. This way, we can not only provide the visit, but we do it through a unique experience”, she comments. Going further, the project works in synergy with Helbor’s broad vision of living, which involves transforming spaces into places where people truly feel at home. “Art brings inspiration, diverse perceptions and awakens feelings”, reflects Fabiana. Thus, through the power of art to transform places and provoke countless sensations in its audience, Real Estate of the Art 2024 will also change the experiences of those who visit this space under construction.
On the other hand, don’t be fooled into thinking that Real Estate of the Art is just a platform to improve the experience of those looking for a new home. This event promotes diverse connections, precisely reinforcing the multiplier character of art. “In 2023, we exceeded our expectations, with the presence of celebrities, art lovers, the press, clients, partners and friends. One of the main differences was the presence of the artists at the exhibition, where our guests were able to interact with them and their works”, he states. The platform also serves as a showcase, both for established artists and newcomers, promoting their work on a large scale, in a different and creative format.
Expectations for the 2024 edition are high after such a positive experience. Fabiana comments on the influence of the multiplicity of the capital of São Paulo on the two universes covered in the project. With diverse cultures, rhythms and accents, the city offers an incredible variety of artistic expressions and urban landscapes, being yet another meeting point between art and the real estate market. “There are many options to appreciate art in São Paulo and the city is increasingly breathing art. The platform inserts real estate into this universe, connecting directly to art”, comments Fabiana. In this sense, valuing local diversity, the 2024 edition of Real Estate of the Art will focus only on Brazilian artists, with works created exclusively for the event.
“We transformed a floor of a residential development under construction in Itaim Bibi into an immersive and irreverent art exhibition. It is literally a work in a work. To feel at home in an innovative way”, reinforces the director. This year’s exhibition features the participation of several artists who explore different techniques and languages, reflecting the variety of the Brazilian scene. The work of Leandro Mendes Vigas stands out, a multimedia artist known for his large-scale projections and luminous installations. For Real Estate of the Art 2024, he developed a 3 cubic meter installation inside the structure under construction, combining art and technology. In addition to Leandro, the exhibition also features works by Carol Couri, Sérgio Fabris, Edval Pessoa, Rodrigo Bixigão, Stanislaw Tchaick and Hiago Vinícius Gonçalves Bezerra. In addition to the works on display, artist and graffiti artist Daniel Iskone will be responsible for customizing safety helmets, a mandatory accessory for anyone participating in the visit.
The Real Estate of the Art 2024 exhibition will take place over two days, April 24th and 25th. Entry is free, but prior registration is required by telephone. The project-work is the Figueira Leopoldo building, located at Rua Leopoldo Couto de Magalhães Júnior, 1,142, in the neighborhood of Itaim Bibi, São Paulo.
Service:
Real Estate Of The Art Exhibition
Date: April 24th and 25th, at 7pm
Location: Real Estate of the Art, Rua Leopoldo Couto de Magalhães Júnior, 1.142, Itaim Bibi, São Paulo.
Entry: Free, upon prior registration via telephone (11) 93908-0836. Limited spaces.
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