Brazil invites New York and the world to “Be Brasil”


Weeklong experiential immersion in NYC displays the country’s innovation and creativity

download (1)Brazil’s most creative professionals and innovative companies are in New York from October 15 through October 22, to display the country’s creativity at Be Brasil, a weeklong experience that takes over a hub at 372 West Broadway in SoHo. Organized by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), Be Brasil is an initiative that captures Brazil’s unique point of view and innovation in Fashion, Beauty, Architecture, Design, Food and Drink Experience, Sustainability, Aerospace, Film, Music, Technology and the Arts – and celebrates products and lifestyle brands developed by Brazilians.

“Be Brasil is an experiential platform that brings the contemporary Brazilian narrative to life,” said Mauricio Borges, President of Apex-Brasil. “We want New York and the world to see what makes Brazil a uniquely innovative, competitive and sustainable country. With the Be Brasil brand we highlight the talent of our people, and show the world how Brazil innovates and amazes,” he added.

The Be Brasil venue was created by Brazilian urban architects and design-masterminds Guto Requena and Mauricio Arruda. They took over an 11,000 square-foot retail space in Soho and transformed it into a virtual Brazil. Curated by Antonio Haslauer da Costa, the hub features a concept pop-up store providing a Brazilian retail adventure where visitors can acquire exclusive and innovative products; the digital hall on the ground floor showcases a visual Brazil immersion that includes a visit to Inhotim, Brazil’s renowned contemporary art foundation; and on the 2(nd) floor, The Botequim, a traditional Brazilian bar presents the latest trends in food and beverage by Brazilian brands.

“We designed a space that offers a glimpse of the Brazilian creative spirit and its connection to digital culture, said Requena. “It’s meant to inspire and engage,” he added. The two Brazilian urban architects are among the powerful list of Be Brasil speakers and presenters that are part of the unique pop-up festival along with world famous Brazilian, Chef Alex Atala.

Be Brasil has partnered with organizations, companies and brands in a variety of fields. The weeklong Be Brasil event calendar also features remarkable individuals that are breaking ground in their fields and taking Brazil into the future. Presentations, business panels, talks and tastings will be part of the experience.

Innovators
—  Cristiana Arcangeli, Entrepreneur and creator of Beauty’In
—  Mauricio Arruda, Architect and Designer
—  Alex Atala, Chef
—  Alexandre Herchcovitch, Fashion Designer
—  Guto Requena, Arquitect and Designer
Brands
—  Amazonia Viva
—  Amazoo Acai (Globalbev)
—  Art da Terra
—  Atelie
—  Aurora
—  Baggio Cafe
—  Banzai Studios
—  Bauducco
—  Beauty’in
—  BEI Books
—  Braskem
—  Camocim Coffee
—  Catupiry
—  Doiselles
—  Emana
—  Embraer
—  Garibaldi
—  Havaianas
—  Louloux
—  Maria Oiticica
—  Maricota
—  Melissa
—  Miolo
—  Moovex
—  Mundial Impala
—  Natural Fashion
—  Novo Fogo
—  O2 Films
—  Salton
—  Samba
—  Stefanini
—  SOB
—  U-Rock Chair
—  Valduga
—  Weber Hauss
Institutional Support
—  ABEST
—  Brazilian Publishers (CBL)
—  Brazilian Furniture (Abimóvel)
—  Brazilian Beauty (ABIHPEC)
—  Chefs do Brasil
—  Organics Brasil (IPD)
—  TexBrasil (ABIT)
—  Wines of Brasil
The Arts
—  Inhotim, Brazil’s open-air modern art museum will be featured at Be
Brasil through virtual visits.
—  The Public Art Fund, Inc. has partnered with Be Brasil to bring artist
Iran do Espirito Santo‘s “Playground” public art installation to the
Doris C. Freedman Plaza in New York, on view through February, 2014.
Partner
—  Embratur (Brazil Tourism Board)
Be Brasil is free and open to the public at 372 West Broadway in Soho. For hours of operation, daily schedule of speakers, panels and presentations, by-invitation only activities, and more information on Be Brasil, please visit: http://www.bebrasilnyc.com/ or follow us on Twitter @BeBrasilNYC.

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