Towards Milan: design intervention with Brazilian stones will exalt biophilia and sustainability at FuoriSalone

In architecture and interior design, the concept of biophilia is a way of bringing the environment to urban spaces, promoting well-being, emotional comfort and a feeling of relaxation. And these are some of the feelings that FuoriSalone visitors will experience when entering the Stone Pavilion, located at the Università degli Studi di Milano, part of the INTERNI Design Re-Evolution exhibition. The event takes place during Milano Design Week – Fuorisalone, one of the biggest design showcases in the world, from April 17th to 26th, in Italy, and brings together architects, designers, builders and influencers from all over the world.

Created by the architect and designer Vivian Coser, the design intervention is a realization of It’s Natural – Brazilian Natural Stone, a project to encourage exports of national ornamental stones, carried out by the Brazilian Center of Ornamental Stones Exporters (Centrorochas) in partnership with the Agência Brazilian Association of Export and Investment Promotion (ApexBrasil). The Brazilian pavilion will be a disruptive space in the city using plants with green-yellow DNA, in composition with eight different materials and with a focus on promoting Brazilian natural resources and different application possibilities.

Among the various types of existing Brazilian rocks, quartzite has gained a prominent place. Brazil is the largest producer and supplier of this material, which has recently become known due to the advancement of technology. In addition to quartzite, semi-precious rock and dolomitic marble will be presented at Milano Design Week – Fuorisalone. At the Stone Pavilion, the rocks will be exposed in the form of plates and design pieces. The materials were supplied by six different companies: Cajugram (Apollo Ligh quartzite), Dapaz (Vanilla Sky quartzite), Decolores (Da Vinci quartzite), Gramazini (Polaris quartzite), Granistone (Speranza quartzite and semi-precious rock Amazonite) and Pedra do Frade (Natura quartzite and Lunar dolomitic marble).

“This careful selection includes the best marbles, quartzites and crystals. These materials support a variety of textures and patterns that reproduce the sensorial beauty that we experience in nature”, highlights Vivian Coser.

Sustainability

Holder of the greatest geological diversity in the world, Brazil has a large industrial park for the supply of blocks, finished and semi-finished products, works of art, design, architecture, among others. Thanks to the technological production capacity, the country sees its rocks undergo modern and environmentally sustainable processes.

More than 95% of all water used in the production process is fully reused, in addition, production waste is used or sent to licensed deposits. The sector also has the lowest CO2 emission rate in production, in relation to other coating options used in architectural projects.

Actively participating in the Green Building Council Brazil, Vivian Coser reinforces the sustainability of natural rock. “It does not contain any harmful chemicals or toxins. In addition, the material can be easily recycled and reused, which can extend its useful life, while conserving energy, water and other essential resources,” added the architect who is also an ambassador for Instituto Terra (an institute founded by photographer Sebastião Salgado and his wife Lélia Wanick Salgado, focused on sustainable practices and environmental recovery).

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 aims to stimulate and increase exports of Brazilian ornamental stones, through a set of strategic internationalization actions with promotion actions, strengthening the image and development of the sector in the world market.

About Centrorochas

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.

About ApexBrasil

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 by foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand.