Brazil invites New York and the world to "Be Brasil"
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SOURCE Be Brasil
Weeklong experiential immersion in NYC displays the country's innovation and creativity
NEW YORK, Oct. 15, 2013 /PRNewswire/ -- Brazil's most creative professionals and innovative companies are in New York from October 15 through October 22, to display the country's creativity at Be Brasil, a weeklong experience that takes over a hub at 372 West Broadway in SoHo. Organized by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), Be Brasil is an initiative that captures Brazil's unique point of view and innovation in Fashion, Beauty, Architecture, Design, Food and Drink Experience, Sustainability, Aerospace, Film, Music, Technology and the Arts – and celebrates products and lifestyle brands developed by Brazilians.
"Be Brasil is an experiential platform that brings the contemporary Brazilian narrative to life," said Mauricio Borges, President of Apex-Brasil. "We want New York and the world to see what makes Brazil a uniquely innovative, competitive and sustainable country. With the Be Brasil brand we highlight the talent of our people, and show the world how Brazil innovates and amazes," he added.
The Be Brasil venue was created by Brazilian urban architects and design-masterminds Guto Requena and Mauricio Arruda. They took over an 11,000 square-foot retail space in Soho and transformed it into a virtual Brazil. Curated by Antonio Haslauer da Costa, the hub features a concept pop-up store providing a Brazilian retail adventure where visitors can acquire exclusive and innovative products; the digital hall on the ground floor showcases a visual Brazil immersion that includes a visit to Inhotim, Brazil's renowned contemporary art foundation; and on the 2nd floor, The Botequim, a traditional Brazilian bar presents the latest trends in food and beverage by Brazilian brands.
"We designed a space that offers a glimpse of the Brazilian creative spirit and its connection to digital culture, said Requena. "It's meant to inspire and engage," he added. The two Brazilian urban architects are among the powerful list of Be Brasil speakers and presenters that are part of the unique pop-up festival along with world famous Brazilian, Chef Alex Atala.
Be Brasil has partnered with organizations, companies and brands in a variety of fields. The weeklong Be Brasil event calendar also features remarkable individuals that are breaking ground in their fields and taking Brazil into the future. Presentations, business panels, talks and tastings will be part of the experience.
Cristiana Arcangeli, Entrepreneur and creator of Beauty'In
Mauricio Arruda, Architect and Designer
Alex Atala, Chef
Alexandre Herchcovitch, Fashion Designer
Guto Requena, Arquitect and Designer
Amazoo Acai (Globalbev)
Art da Terra
Brazilian Publishers (CBL)
Brazilian Furniture (Abimóvel)
Brazilian Beauty (ABIHPEC)
Chefs do Brasil
Organics Brasil (IPD)
Wines of Brasil
Inhotim, Brazil's open-air modern art museum will be featured at Be Brasil through virtual visits.
The Public Art Fund, Inc. has partnered with Be Brasil to bring artist Iran do Espirito Santo's "Playground" public art installation to the Doris C. Freedman Plaza in New York, on view through February, 2014.
Embratur (Brazil Tourism Board)
Be Brasil is free and open to the public at 372 West Broadway in Soho. For hours of operation, daily schedule of speakers, panels and presentations, by-invitation only activities, and more information on Be Brasil, please visit: http://www.bebrasilnyc.com/ or follow us on Twitter @BeBrasilNYC.
EDITOR'S NOTE: To schedule one-on-one interviews with speakers and presenters, please submit your request to Patricia L. Taylor at firstname.lastname@example.org or call 917-370-6196.
About Be Brasil
Be Brasil is a pop-up discovery experience that will introduce Brazil's innovations to the world by celebrating new creative products and services developed through inspiring and collaborative work. During the week of October 15-22, 2013, the creativity of Brazil will take over New York in a hub on 372 West Broadway in SoHo. The week-long pop-up concept venue will bring together Brazil's most creative professionals and innovative companies in the fields of Fashion, Beauty, Architecture, Design, Food and Drink Experience, Sustainability, Aerospace, Film, Music, Technology and the Arts. Be Brasil is an initiative organized by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). The festival is open to the public. For more information about BeBrasil activities and hours, please visit: http://www.bebrasilnyc.com/
The mission of Apex-Brasil is to foster the competitiveness of Brazilian companies by promoting their internationalization and the attraction of foreign direct investment (FDI) into Brazil. Apex-Brasil currently supports about 12,000 companies from 83 sectors of the Brazilian economy, which export to more than 200 markets. In partnership with business associations, the Agency organizes trade promotion initiatives, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs and technical visits to foreign buyers and opinion-makers introducing them to the Brazilian productive structure. Besides its headquarters in Brasilia, Apex-Brasil operates Desks in Brazilian states and Business Support Centers (BSCs) around the world, including two in the US (Miami and San Francisco). The Agency plays a leading role in attracting foreign direct investment (FDI) into Brazil, working to identify business opportunities, promoting strategic events and lending support to foreign investors willing to allocate resources in Brazil. More information available at www.apexbrasil.com.br.