JoiArt — 2nd Edition - Fashion Mall - Mall Main Square - 05 to May 25, 2014
The contemplation of art also extends to jewelry design as were presented in the second edition of JoiArt 2014. The initiative conceived by curator Anna Clara Herrmann in partnership with Kika Gama Lobo and promoted by the Fashion Mall had a novelty this year. "Jewel and food have in common delicacy and care. They are fruits of creation. The chefs and jewelers need to be thorough in their crafts. For this reason, we decided to unite two segments in this beautiful exhibition", explains Anna Clara. Integrate the jewelers to gastronomy shopping retailers was the focus of the new approach proposed by the exhibition, which had opened to the public from the 5th to the 25th of May at the mall main square.
The chefs were invited to join one of their recipes to a jewel. The personalities of culinary masters were translated in an irreverent way, through the lens of Photographer Sergio Pagano and scenery produced by the architect Mario Santos, in a large dining table. The dramatic and mysterious lighting and a conceptual black chandelier crowned exposure with style.
The decoration shops of the mall were also included, supporting the great showcase table. Among the exhibitors, 10 jewelers and 10 chefs. Participating jewelers: Frank, Guerreiro, Hublot, H Stern, Jack Vartanian, Lafry, Lisht, Mirian Kimelblat, Rolex and Sara. Between culinary operations: Alessandro & Frederico, Ateliê Culinário, Bistrot Chez L'Ami Martin, CT Brasserrie, Fabiana D'Angelo, Gula Gula, Mil Frutas, Pobre Juan, Prima Bruscheteria and Sawasdee.
Proceeds from the special menu, developed for JoiArt 2014 had a percentage reverted to João Ferraz de Campos Institut.