Encouraging new ways of looking at society's use of plastic is Braskem's main goal in its various initiatives to strengthen stakeholders' relationship with its brand. Braskem's most recent initiative is its sponsorship of "Bloom Book," by trend researcher Lidewij Edelkoort. Considered an icon by renowned art, fashion and design professionals, Li will be in São Paulo next week to release the "Earth Matters" edition at an exclusive book-signing event held by Braskem on Oct. 18, ahead of the official release on Oct. 23.
"This sponsorship is part of Braskem's initiatives and projects to promote plastics for their versatility, positioning it as a premium material for various industries, including art and design," said Ana Laura Sivieri, marketing manager at Braskem.
In recent years, the company has been organizing a series of partnerships, support actions and sponsorships for projects in the arts and design, as well as other fields, which show the plurality of plastic applications and the characteristics that make it an essential material for the development of products, technologies and innovations. One of these initiatives is the sponsorship by Art Design Market (MADE) of the Artwork Restoration and Conservation Laboratory of São Paulo State Pinacoteca and the São Paulo Museum of Art (MASP), with a focus on restorations using plastics, for example.
"Earth Matters," the new edition of the "Bloom Book," aims to raise awareness on the importance of our planet and all the elements it offers. It addresses themes such as soil, chalk, rocks, fossils, seeds, natural inks, roots, gold, unconventional food plants, the sustainable economy and more. Plastics, for example, are approached with visually poetic language and in the context of its various applications.
"This century brings a time of reflection and radical change, counterbalancing a century of abuse, greed and violence. For the first time, a post-fossil society is emerging, giving humankind a bit of hope and faith in the future. "Bloom Book" will encourage new ways of dealing with our planet with sustainability and respect," said Li, who travels the world studying the evolution of social and cultural trends and then shares this information with clients in various industries, such as fashion, cars, cosmetics, retail and food.
The "Bloom Book" published its first Brazilian version in 2014. "Bloom Brasil" seeks to decode the roots of Brazilian culture in contemporary creation in the universe of fashion, beauty, cooking, design and manufacturing, through which it promotes the essence and richness of the Brazilian soul.
About Lidewij Edelkoort
A Dutch trend forecaster who is considered a trend guru, Lidewij Edelkoort was cited by Time magazine as one of the 25 most influential people in fashion and listed by the design magazine i-D among the world's most important designers. In 1986, she founded the company Trend Union, an international trend forecasting service in the areas of design, fashion, beauty and architecture, whose clients include Coca-Cola, Camper, Disney, Galeries Lafayette, Google, Siemens, Shiseido, Lancôme, L'Oréal, Gucci and Lacoste. For nearly ten years, she was chair of the Design Academy Eindhoven, in the Netherlands. She co-founded the School of Forms in Poland, and is currently Dean of Hybrid Design Studies at New School/Parsons in New York. She also has curated various exhibitions, such as Armour, Talking Textiles and M°BA 13: Fetishism in Fashion, in the Netherlands, and has received several awards, such as Prins Bernhard Cultuurprijs, Netherlands' most prestigious cultural accolade, and Interior Design Mag Hall of Fame, both in 2017.
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