The event mimics the shape and organization of the plant Victoria Amazonica as inspiration for the organization of the stands and lounge space, having the connection of the roots as a metaphor for the connections between the participants.
Concept of "Ecological Succession":
It is the name given to the sequence of communities, from the colonization to the climax community, of a certain ecosystem. These communities undergo orderly and gradual changes. The first established plants (lichens, gra...
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The event mimics the shape and organization of the plant Victoria Amazonica as inspiration for the organization of the stands and lounge space, having the connection of the roots as a metaphor for the connections between the participants.
Concept of "Ecological Succession":
It is the name given to the sequence of communities, from the colonization to the climax community, of a certain ecosystem. These communities undergo orderly and gradual changes. The first established plants (lichens, grasses) are called pioneers, and are gradually replaced by other medium-sized species (shrubs), until environmental conditions reach a climax community (large trees), presenting a diversity compatible with the characteristics of that environment. At this stage, the ecosystem presents a balance with the environment.
In short, established plants support others to sprout, forming a mutualistic ecosystem. Such plants, which will often become larger than their predecessors.
Victoria regia
Victoria-regia (Amazonian Victoria) is an aquatic plant of the Nymphaeaceae family, typical of the Amazon region. It has a large circle-shaped leave that sits on the surface of the water and can be up to 2.5 meters in diameter and can hold up to 40 kg if well distributed on its surface.
Its flower (the flowering occurs from the beginning of March until July) can be white, lilac, purple, pink and even yellow. It exudes a divine sweet nocturnal fragrance of "apricó", called by the Europeans "lacustrine rose," and stays open until about 9am of the following day. On the second day, the day of pollination, the flower is pink. As soon as the flowers open, their strong odor attracts the pollinating beetles (cyclocephalo casteneaea), that enter in it and get stuck.
Source: Wikipedia
Color palette derived from graphic abstraction:
Extraction of the colors of the natural palette of victoria-regia (Amazonian Victoria) adapting to the graphic identity of the event.
Commissioned by: Sustainable Brands
Format: Event
Job description: scenography, furniture design, lightning design, creative direction and graphic design
Project team
Author: Atelier Marko Brajovic
Creative Director: Marko Brajovic
Project Director: Carmela Rocha
Assistant Architect: Lucas De Sordi and André Romitelli
Production: Neuronio Sator
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