More than 500 architects and designers from the United States, United Arab Emirates, Bahamas, Italy, United Kingdom and China learned more about Brazilian natural rocks in the last 18 months. They were impacted by technical lectures given by a body of specialists appointed by It’s Natural – Brazilian Natural Stone, a project to encourage exports of Brazilian ornamental stones promoted by the Brazilian Center of Ornamental Stones Exporters (Centrorochas) and by the Brazilian Export Promotion Agency and Investments (ApexBrasil).
The performances took place in several cities on three continents: American, Asian and European. In the United States, the cities of New York, Las Vegas, Tucson and San Diego hosted at least one edition of the event each. The Bahamas archipelago received the team in a meeting held in Nassau. In the United Arab Emirates, there were two performances at different times, one held in Dubai, during The Big 5, and another in Abu Dhabi. Verona, in Italy, and London, in the United Kingdom, were also included in this first roadmap of face-to-face disclosures. In addition, there was a virtual presentation for Chinese specifiers.
Vice-president of Centrorochas, businessman Fabio Cruz, mediated several meetings with the aim of publicizing the potential of the stone sector for the international market. “It was a unique opportunity. Even being a leader in world geodiversity, Brazilian rocks always surprise. Either because of the size and potential of the market, or because of the technological capacity of production or even the sustainability of the processes”, highlighted the expert. In time, more than 95% of all the water used in the production process is fully reused. In the Brazilian sector, production residues are used or sent to licensed deposits.
More than 1,200 varieties of rocks
“One of the highlights of the presentations is when we show a little of the gigantic diversity of Brazilian rocks. Without a doubt, our materials are surprising for their colors, textures, patterns and quality of finish”, highlights the international specifier of ornamental stones, Paulo Giafarov, who also conducted some presentations during the period, highlighting the possibilities of using and creating with Brazilian materials. .
One of the professionals impacted by the presentations, the managing partner and design leader of the BKV Group, from Chicago, Robert Muller, left the meeting inspired to use Brazilian stones in his projects. “It is unbelievable the vast amount of different and beautiful stones that are available in Brazil. It definitely opened my mind to new possibilities for how I can use them in my projects. There are countless possibilities and I hope that opportunities will arise in the future”, he declared.
Rogério Ribeiro, sectorial project manager, Vivian Coser, Brazilian architect and designer, and businessman Gonsalo Machado were also part of the technical staff of the lectures throughout the period. At the beginning of the year, Centrorochas carried out a selection of professionals to add to the team of specialists capable of promoting Brazilian natural rocks and, soon, other names will be integrating these dissemination actions.
Knowing the Brazilian sector
Fourth largest producer in the world and fifth largest exporter, Brazil has other initiatives to promote its natural stones, but in the opposite way. Inviting international specifiers and opinion makers to live a “Brazil experience” associated with ornamental stones, It’s Natural – Brazilian Natural Stone carries out the Image and Designer in Brazil projects. In them, internationally renowned journalists, architects and designers have the opportunity to visit quarries, industries and works made with rocks, in addition to experiencing a bit of Brazilian music and cuisine.
The award-winning North American architect, Samuele Sordi, chief architect of Pininfarina in the Americas, was part of the group invited by the Brazilian stone sectorial project to learn about the national productive arrangement and also visit the Vitoria Stone Fair, one of the largest fairs in the segment in the Americas , and was impressed by the richness and uniqueness of Brazilian natural rocks. “It was an incredible experience to discover the uniqueness of Brazilian materials. I didn’t know much before coming here”, said the professional after the visit in February this year. “Brazilian rocks are very inspiring, their colors, different nuances and textures. I’m sure I’ll be using it a lot in the future. It’s something unexpected and unusual.”
About It’s Natural – Brazilian Natural Stone
It’s Natural – Brazilian Natural Stone is an export incentive program developed by the Brazilian Center for Ornamental Stones Exporters (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program in order to stimulate and increase exports of Brazilian ornamental stones, through a set of strategic actions of internationalization with actions of promotion, strengthening of the image and development of the sector in the world market.
The Brazilian Center for Dimension Stone Exporters is present in all national demands to increase the competitiveness of the dimension stone sector. The entity acts directly by providing support in the procedures related to the presence of Brazilian entrepreneurs abroad, combined with commercial and operational activities related to the development and evolution of Brazilian companies.
ApexBrasil acts to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, the Agency carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to get to know the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand.