Wall’s presents unprecedent exhibition at Morro do Alemão

Wall’s (Kibon in Brazil), on the ice cream market for over 70 years, launches the exhibition “Deu Na Telha”. Taking place at Morro do Alemão, the work will be the first air exhibition held in Brazil and it will be there until late August.

With tarps instead of canvases, over 680 square meters of paintings will be exhibited on the roofs of selected houses from the complex.

Ten local artists and the Graphic Collective Group, in partnership with young residents of the community, will create 22 pieces, 11 in each phase of the project, which will be exposed on the rooftops of houses in Morro do Alemão.

The works can be seen in full between the Baiana, Alemão/Wall’s and Itararé chair lift stations, administrated by SuperVia, supporter of the project.

With works by important artists such as Mana Bernardes, Walter Goldfarb, Susana Anagua (Portugal) and Felipe Cardena (Spain), the job will have two phases. The first – March to June – the theme will be “Happiness” and the second – on display from July to August – the theme being “Brazilianess”.

“Wall’s has been present in Morro do Alemão since 2011, when it implanted on the cable car stations of Alemão ice cream selling points, as a way to contribute to the community to generate steady income. This year we want to bring more culture to the community. Thus, the project Deu Na Telha, will unite locals and artists, allowing an exchange of information and experiences.” says Wall’s Marketing Manager, Isabel Masagão.

To assist in the production of works, a training program was conducted since February by Educap (Union of Democratic Space, Convenience, Learning and Prevention) with youth in the community. In total, 80 adolescents were attended over 32 hours of habilitation workshops.

To Lucia Cabral, from Educap, “Including young people in producing the work of artists is something that will change their lives. Showing them how each idealize, design and produce a work of art makes these teenagers realize the charm of this profession. And calling them to be part of something unprecedented in Brazil is, for sure, inspiring. ”

The project, which has the signature of Wall’s and the Ministry of Culture, was designed by Open, arm activation of Borghi / Lowe.

Aiming to encourage the community to invest and believe in their dreams, Bob Wolfenson – one of the most respected photographers in the country – was invited by Wall’s to know the complex and give a lecture about his life and profession.

And, to perpetuate the expository work, Wolfenson will also register the assembly of the exhibition, depicting the characters of the community involved in the production and installation of the works.

Owner of the Graphos gallery and supervisor of the exhibition, Ricardo Duarte says “The work done on the first stage will work as inspiration so that, on the second stage, the pieces are also produced by habitants of Morro do Alemão.”

At the end of the project, Wall’s, along with the community of Alemão, will reuse the tarps used in the exhibition. Thinking about the benefit of the inhabitants, the material reverts to craft pieces that will generate extra income for the local population.

See below the video for the “Deu na Telha” project:

The film was directed by Gualter Pupo, from Hungry Man.