Purity of oriental aesthetics allied to the charm of Brazilian design enchant guests at the launching event of Jardim DonaFlor.
The launch of the DonaFlor Garden was presented at DWSP, an event held in major cities around the world. In 2022, the city of São Paulo was chosen to gather the most important designers, brands and names of the specialized press in the design sector in the country. With lines inspired and signed by important names in design, our products stood out among manufacturers from around the world, showing all the beauty and creativity of DonaFlor Mobília.
Architects and journalists honor the DonaFlor Garden and the conceptualizer of the concept, Juliana Pippi. i
For this important week, we held a special meeting reserved for the press: the tea ceremony, a Japanese tradition and one of the sources of inspiration for our latest release, taught by Professor Madoka Hayashi, from the Urasenke Center in Brazil. Everything was conceived to translate the poetry of our products for the professionals, showing the sensitivity and care that involves each piece.
The Tea Ceremony was performed step by step by members of the Urasenke Center from Brazil. Photo: DW!
Guests enjoyed matcha tea and typical sweets at the ceremony. Photos: DW!
The koto, a traditional Japanese instrument, gave the ceremony an aura of harmony, peace, and contemplation. Photo: DW!
As part of the strategy to promote the new collection, simultaneous actions were carried out in 14 of Brazil's main stores. During the fair, one of them drew attention: the Omikuji, a sacred lottery held in Buddhist temples in Japan. Visitors to the booth could draw their luck on pieces of paper inside a container. When they read the blessings, they had two choices: they could take the paper home or hang it on the wall to wish themselves and everyone else present with good energy, amplifying the message's power.
Photo: Marco Antônio
The architect Juliana Pippi signed the concept of this project. Working with the brand since 2020, for this collection she chose as inspiration the Japanese culture and orientalism, trends that have emerged strongly in world design. By coincidence, it unites characteristics that relate directly to DonaFlor's values: comfort, well-being, aesthetic delicacy, and minimalism.
Mila Rodrigues, curator of the brand DonaFlor, architect Juliana Pippi and Lauro Andrade, creator of DW! Photo: DW!
According to Mila Rodrigues, product curator, one of the most rewarding sensations for a professional is to see people's delight when they notice every detail of a piece. This is the nature of our creations: to bring sensations that generate new meanings to each experience.
"The Jardim DonaFlor reflects the essence of the brand, this work is a synthesis of our inspirations, values, and feelings" - The words of Marcelo Yamasita, Commercial Director of the brand, express the concept that the brand carries in its DNA.
Salomão Crosman and Marcelo Yamasita celebrate the partnership DonaFlor and Grupo Novo Ambiente at the launch of Jardim DonaFlor. Photo: DW!
