With the sudden and unregulated development of the city and the different influences brought by immigration São Paulo was mutating. The construction and imposition of architecture over architecture and the overlapping of the logo formed the image of the city.
In 2007, Gilberto Kassab, then mayor of São Paulo introduced the ‘Clean City’ law aiming to eliminate illegal advertising and cleaning the visual pollution in the city, radically changing its image.
This relation of construction and reconstruction, and enforcement of the branding implementation and its image is interpreted in the collection, as well as the unruly process of the city development.
Create, overdraw and overmake until the realization of an image that afterwards is abruptly cleaned to form the final collection.
