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Social City at Mercado Arte Design (MADE) Sao Paulo (9-14 August)

byEditorial Team

published on 26/7/2016

At the 4th Mercado Arte Design (MADE) in São Paulo (Brazil), Droog presenterd ‘From Screw to City’. The exhibition captured Droog’s story that lives through more than 23 years, a design company that has explored all dimensions of human life, from the smallest detail to the bigger picture – from screw to city!

Through three key projects (Construct Me, Open House, and Social City), the exhibition ‘From Screw to City’ demonstrated that the Droog design mentality can transform the smallest details in life, such as a screw – to the largest, such as a sprawling city.

The screws, hinges, nuts, nails, brackets and other hardware, from our ‘Construct Me’ (2015) project, are super functional – in some cases we even extended their function – but they also add value, character and a richer narrative. In our collection you will find nails that reduce the risk of hitting your finger, two way tie wraps, fancy hinges and screws that smile at you. They give flavour to simple DIY work, revive existing furniture and challenge the designer.

With the same mentality that we approached hardware with, we also looked at the bigger picture - the beautiful urban diversity of a city. In collaboration with Diller Scofidio+Renfro, we developed the project ‘Open House’ (2011) in the New York suburb Levittown. The project was expressed as a movement, where suburban homeowners supplement their income to develop a new vocation by offering home-made services and facilities to the public. The project encouraged self-inventiveness, offers ideas, and proposes new models for suburban housing which struck a new balance between the private and public realm. Starting with an economic argument for the struggling middle class, the proposal also addressed the challenges posed by urban sprawl and single–owner consumption. The new residential marketplace not only brought more capital and density to the neighborhood, it also increased social cohesion through service exchange.

In continuation of ‘Open House’ we are exploring citizens’ dreams , with our ‘Design+Desires' program (2015-onwards), in order to create their ideal city. We see our city being shaped by the current network society in which people are connected on a various levels, online as well as offline. The result is an ever changing multi-layered city diversity that poses new challenges and urges for innovative solutions. To keep pace with this, we initiate design projects, educational projects, academic research, citizen surveys, exhibitions, expert meetings, debates and lectures.

At the exhibition people were invited to play the Social City poll, which is part of the Design+Desires program. ‘Social City’ is a virtual city to be created around the diversity of dreams and desires of city dwellers all over the world. By taking the poll , people can create an avatar and will see the virtual city grow. By becoming a Social Citizen, they can can be part of a continuous dialogue on the future of the city and city life and be part of the design of a speculative city model; the first exercise has been presented at the exhibition.



 At MADE 2016 Droog is awarded ‘Designer do Ano’ (Designer of the Year).

Mercado Arte Design (MADE) in São Paulo (Brazil)

Opening hours: Tuesday – Friday 13h – 21h
Saturday 12h – 21h
Sunday 12h – 20h

Location: Jockey Club de São Paulo – Av. Lineu de Paula Machado, 1.173 (vallet no numero 1.263) – Cidade Jardim, São Paulo, Brazil

Tuesday to Thursday
Free entrance

Friday to Sunday: R$ 20

For the elderly and students: R$ 10

We welcome new Social Citizens! Click here to read more and take the Poll.

What do you think?


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