Brands Foundation Opens Its Doors to Artisans and Designers – Launching of culture project.
That’s how CULTURE is born, a creative hub that grew from Brhands Foundation. Artisans and designers side by side, with raw materials ready to be shaped by the creativity and energy created through more or less unusual collaborations. This is one of Covet Group’s projects, known for gathering design and luxury brands like Boca do Lobo, Delightfull, Brabbu, and other. They all have the skills and know-how of arts in their DNA, they’re brands that produce one-of-a-kind products with a history to tell.
Recently, we’ve heard of Covet Group and their newly-inaugurated Covet Town, or the “city of design”, like it’s called in the media. It’s in the middle of Covet Group, near Porto, in Gondomar, that now exists this artistic hub, culture, that wants to be the meeting point where thinkers and makers work in a studio of artist, artisans and designers. All of this to promote and project the future of Portuguese applied arts and trades so that these don’t come to an end and meet new chapters.
Culture has the objective to preserve as many national arts and trades as possible, and for that to become a reality, it has gathered government entities, universities, polytechnics, professional centres, artists, artisans and designers with the goal of connecting energies and give visibility to the Portuguese arts in the international market.
Two of the designers, Joaquim Paulo and João Barros, are part of Brhands and that is the face of this challenge called culture. Joaquim Paulo tells us that “Culture project’s main mission is to be able to put, all in one place, the artists, artisans and designers and to create a synergy where there’s an exchange of knowledge and know-how, and being able to project it onto pieces and elevate craftsmanship through design for the whole world”.
Luís Rocha, Director of CEARTE – Centre for the Professional Training in Craftsmanship, concludes “that it’s an extremely ambitious project, but it’s extraordinary, and it’s in line with what’s fought for at a national level and at a European level, for the development of our craftsmanship sector and to sell Portugal out there and in here with what distinguishes us, what identifies us and what makes us different”. Luís Rocha emphasizes that what makes the project different is its commercial nature because “without marketing, without selling, without money, none of us believe, none of us live and, therefore, this is also a great asset of the project”.
He also describes us about the possibility of the existence of artist residencies, through alliances between culture project and CEARTE, even though he knows that “it isn’t easy especially in Portugal, most of our artisans are still very closed off to these types of questions, fortunately, we have a group of new artisans, with different training, with a different openness to the world and that already have, let’s say, some availability, they already have a better understanding of the assets that they themselves can have from the openness to projects like this”, he concludes.
Marketing and New Product Development Director at Vista Alegre Atlantis, Nuno Barra, understands that “there are many points of contact, eventually there are even new types of products that can start from here”. When we talk about artisanal techniques and design, applied to the world of luxury goods, Nuno Barra clarifies: “It’s the combination of the two areas, not even design can do it, it will never be able to make its pieces without the collaboration of the artisan and the artisan also needs design to able to make the pieces that are valued nowadays. Because what is valued today won’t be what is valued in twenty years, things change. But that joint collaboration, and I really believe in all of the areas, either there’s a collaboration among the areas or there’s always something missing. Just like the creation of the product and the billing of the company, if there isn’t a combination of these several areas something will fail during the process, there has to be a collaboration”.