Luxury Safes admires everything that screams lust and elegance and uniqueness such as luxury design and craftsmanship, so we will present you now the CULTURE project as a way to elevate arts and crafts as much as design.
Brhands Foundation brings together artisans and designers by presenting the CULTURE project with raw materials ready to be shaped by the creativity and energy created through more or less unusual collaborations. That’s how CULTURE is born, a creative hub that grew from Brhands Foundation, one of Covet Group’s projects, known for gathering design and luxury brands like Boca do Lobo, Delightfull, Brabbu, and others.
Recently, we’ve heard of Covet Group and their newly-inaugurated Covet Town, or the “city of design”, like it’s called in the media. It’s in the middle of Covet Group, near Porto, in Gondomar, that now exists this creative hub, CULTURE, that wants to be the meeting point where thinkers and makers work in a studio of artist, artisans and designers. All of this to promote and project the future of Portuguese applied arts and trades, so that these don’t come to an end and meet new chapters.
CULTURE has the ambition to preserve as many national arts and trades as possible, and for that to become a reality, it has gathered government entities, universities, polytechnics, professional centres, artists, artisans and designers with the goal of joining forces and give visibility to the Portuguese arts in the international market.
Joaquim Paulo and João Barros are two of the designers that are part of Brhands and that are the face of this challenge called CULTURE. Joaquim Paulo tells us that “CULTURE project’s main mission is to be able to put, all in one place, the artists, artisans and designers and to create a synergy where there’s an exchange of knowledge and know-how, and being able to project it onto pieces and elevate craftsmanship through design for the whole world”.
Cláudia Nogueira is one of those young designers that has had the chance to experiment and get to know some of the arts better, also counting on the guidance of professor Almiro Amorim, from ESAD (Higher School of Arts and Design). According to Cláudia Nogueira, her and the other young designers started by “understanding and researching what were the several arts” and which ones they would like to work with. She highlighted filigree and reminded us that there’s a jewellery department in the company, where they have the chance to “go from theory to practice, where we can not only see but be with the artisan, and be close to him and try to understand how it’s done, understand the technique itself, and the components that surround the art”, she says.
Nuno Barra, Marketing and New Product Development Director at Vista Alegre Atlantis, believes that “there are many points of contact, eventually there are even new types of products that can start from here”. When we talk about artisanal techniques and design, applied to the world of luxury goods, Nuno Barra clarifies: “It’s the combination of the two areas, not even design can do it, it will never be able to make its pieces without the collaboration of the artisan and the artisan also needs design to able to make the pieces that are valued nowadays. Because what is valued today won’t be what is valued in twenty years, things change. But that joint collaboration, and I really believe in all of the areas, either there’s a collaboration among the areas or there’s always something missing. Just like the creation of the product and the billing of the company, if there isn’t a combination of these several areas something will fail during the process, there has to be a collaboration”.
Luís Rocha, Director of CEARTE – Centre for the Professional Training in Craftsmanship, believes “that it’s an extremely ambitious project, but it’s extraordinary, and it’s in line with what’s fought for at a national level and at a European level, for the development of our craftsmanship sector and to sell Portugal out there and in here with what distinguishes us, what identifies us and what makes us different”. Luís Rocha emphasizes that what makes the project different is its commercial nature because “without marketing, without selling, without money, none of us believe, none of us live and, therefore, this is also a great asset of the project”.
The presentation of CULTURE was one of many design events that was hosted by the Covet Group aiming to elevate design and craftsmanship. It is remarkable how this group is focused not only on interior design, but also on preserving the arts and crafts from the portuguese heritage.
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