Exquisite press breakfast at the Cinemateca Brasileira on Tuesday morning. The venue itself is one of the most charming and well kept memorable sites in São Paulo (the Cinemateca Brasileira is an audiovisual library responsible for preserving, diffusing and restoring one of the largest collections of films in Latin America).
As I drank my coffee and read the press release I started to question what was the conference/exhibition all about, specially after I realized that the 3D glasses I was given had three eyes! What would you expect of an exhibition brought together by ROJO® magazine, Absolut Vodka, BossaNovaFilms (major film production company in Brazil) and Art Unlimited ?
®NOVA Cultura Contemporânea brings together a whole new way of story telling in films. It takes the public out of the big screen format and into a fantastic ride among color, light, projections, music and space.
The exhibition space is imagined as a big cinematic installation that uses other forms of art as support and props to the bigger picture. The interaction of the public goes beyond the classic format of observing the pieces in a white cube and is likely to determinate some of the ‘happy ending’ of the scripts.
I personally like the play across time, spaces and states of perception that the exhibition contemplates, it gives form to the relationship of contemporary life and technologies.
The exhibition will be held in six different Saturdays showcasing sixty renowned artists from around the globe. Each Saturday is divided into a screening session of a 30 to 45 minute movie, drinks and interaction in the terrace garden ‘Absolut Blank Space’ and finally the experiment of the installations. Expect improvisation and mutation along the six weeks. On the last Saturday the public will be contemplated by the BYOB night!
I’d say the event is more than a full-environmental interactive experience…it is the mutant that fits perfectly the three eyed glasses…
®NOVA Cultura Contemporânea São Paulo
September 24 – October 29 2011
@ Cinemateca Brasileira - Largo Sen. Raul Cardoso, 207 - São Paulo +55 11 3512-6111
for more information: http://rojo-nova.com/2011/sao/
(Pictures clockwise: Cinemateca Brasileira; press kit; press conference - Rafael Souza from Pernod Ricard Brasil, Paula Trabulsi from BossaNovaFilms, David Quiles from ROJO® and Pieter Tjabbes from Art Unlimited; screening one of the trailers)