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Florescer ImPerfeito: Branding Sustentável para um Ateliê Multifuncional de Artesanato e Cultura
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| Documento em Acesso Embargado até dia 13-10-2028. Tente solicitar cópia ao autor carregando no ficheiro | 4.45 MB | Adobe PDF |
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O excesso do consumo, numa era de hipermodernidade que, segundo Lipovesky (2004), caracteriza-se pela aceleração do tempo, pela efemeridade das relações e pela intensificação do individualismo e da lógica do mercado, levou as organizações, agentes políticos e sociedade a repensar em novos modelos que permitam a transformação dos modelos atuais fast fashion para novos sistemas mais sustentáveis como slow fashion. (Fletcher, 2010; Zarley, Watson & Yan 2013; Legere & Kang 2020; Sarokin & Bocken 2024). Este excesso de consumo no setor da moda é classificado como um dos que contribui significativamente para o excesso do consumo de recurso do planeta nos dias de hoje, e que pode pôr em risco os recursos necessários para as gerações futuras (Brundtland, 1987), que contribuem para as alterações climáticas. Assim, este projeto pretende contribuir para a resolução do problema, ainda que modestamente, na área do Branding e Design de Moda com a criação de uma marca para um ateliê multifuncional que procura integrar e explorar diferentes vertentes do design, handmade e artesanato, que contribua num conceito de slow production, e de um consumo mais consciente contribuindo também para o bem-estar do ser humano enquanto elemento de uma comunidade. Contribuir para a alteração de comportamentos e mentalidades para um ecossistema mais sustentável é um dos seus principais focos associado ao desenvolvimento deste projeto, incluindo nas características a criação de uma marca e conceito para um espaço cultural, artístico e educativo, onde serão explorados e desenvolvidos o lado criativo e promover as práticas handmade. Estão englobadas atividades como florista, cerâmica, pintura, desenho, moda, Upcycling, entre outras formas associadas ao design e handmade, em que, o espaço procura valorizar a tradição e impulsionar, ao mesmo tempo, novas formas de expressão e inovação. A proposta inclui ainda a realização de cursos e workshops de forma a transmitir o conhecimento e preservação de técnicas tradicionais feitas à mão e também, incentivar a aprendizagem e a formação de novos talentos, com uma interação entre artistas, artesão e participantes, por meio de parcerias, exposições e revenda de obras, o que pretende criar um ambiente propício e colaborativo para a troca de conhecimentos e crescimento coletivo. Para além disto, pretende-se fomentar e incentivar produção própria local e a comercialização desses mesmos produtos no ateliê. Este espaço não se limita apenas a ensinar, mas também, atua ativamente na produção e consumo mais sustentável com a criação de economia local. Este projeto de ateliê multifuncional é apresentado como uma proposta diferenciadora para o local em termos culturais e artísticos, que tem como objetivo a preservação de técnicas artesanais e tradicionais e a sua difusão pelos vários públicos; promover a sustentabilidade e contribuir para a valorização de um design handmade e como forma de expressão, comunicação e de vida. A metodologia adotada é de natureza quantitativa e qualitativa, com enfoque exploratório e projectual aplicada à criação de uma marca para um espaço de ateliê multifuncional. O projeto envolve pesquisa teórica sobre os conceitos de Moda, Sustentabilidade, Artesanato/Craftsmanship/handmade e Branding. Além da pesquisa bibliográfica, foram feitas análises de estudos de caso de marcas semelhantes e recolha de dados através de um inquérito. Conclui-se que a criação de uma marca para ateliê multifuncional com foco em slow production, handmade, artesanato, educação, sustentabilidade e colaboração artística representa não apenas uma resposta para mitigar o excesso de consumo, mas também uma resposta às demandas contemporâneas por consumo mais consciente, sustentável e que valoriza a cultura do feito à mão, com uma resposta pertinente aos desafios colocados pela hipermodernidade e consumo excessivo da era fast fashion, que consequentemente contribui para as alterações climáticas e para uma escassez futura de recursos.
The excess of consumption in an era of hypermodernity, which, according to Lipovetsky (2004), is characterized by the acceleration of time, the ephemerality of relationships, and the intensification of individualism and market logic, has led organizations, political agents, and society to rethink new models that allow for the transformation of current fast fashion systems into more sustainable alternatives, such as slow fashion (Fletcher, 2010; Zarley, Watson & Yan, 2013; Legere & Kang, 2020; Sarokin & Bocken, 2024). This excessive consumption in the fashion sector positions it as one of the main contributors to the overuse of the planet’s resources today, putting at risk the availability of essential resources for future generations (Brundtland, 1987) and contributing to climate change. Thus, this project aims to contribute—albeit modestly—to solving this problem within the field of Branding and Fashion Design through the creation of a brand for a multifunctional studio. This studio seeks to integrate and explore different areas of design, handmade practices, and craftsmanship, contributing to a concept of slow production and more conscious consumption, while also promoting human well-being as part of a community. Encouraging behavioral and mindset changes toward a more sustainable ecosystem is one of the project’s main focuses. It also aims to develop a brand and concept for a cultural, artistic, and educational space where creativity can be explored and handmade practices promoted. Activities will include floristry, ceramics, painting, drawing, fashion, upcycling, and other forms of design and handmade expression. The space seeks to value tradition while simultaneously fostering new forms of expression and innovation. The proposal also includes the organization of courses and workshops to transmit knowledge and preserve traditional handmade techniques, as well as to encourage learning and the development of new talents. This will be achieved through interactions between artists, artisans, and participants via partnerships, exhibitions, and the resale of artworks, creating a collaborative environment conducive to knowledge exchange and collective growth. In addition, the project seeks to encourage and promote local production and the sale of these products within the studio itself. This space is not limited to teaching but also plays an active role in fostering more sustainable production and consumption through the creation of a local economy. This multifunctional studio project is presented as a distinctive cultural and artistic proposal for the region, aiming to preserve traditional and artisanal techniques and disseminate them to diverse audiences; to promote sustainability; and to enhance handmade design as a form of expression, communication, and lifestyle. The methodology adopted is both quantitative and qualitative, with an exploratory and project-based focus applied to the creation of a brand for a multifunctional studio space. The project involves theoretical research on the concepts of Fashion, Sustainability, Craftsmanship/Handmade, and Branding. In addition to bibliographic research, case studies of similar brands were analyzed, and data were collected through a survey. It is concluded that the creation of a brand for a multifunctional studio focused on slow production, handmade practices, craftsmanship, education, sustainability, and artistic collaboration represents not only a response to mitigating overconsumption but also an answer to contemporary demands for more conscious and sustainable consumption. Furthermore, it values handmade culture as a relevant response to the challenges posed by hypermodernity and the excessive consumption of the fast fashion era, which consequently contributes to climate change and future resource scarcity.
The excess of consumption in an era of hypermodernity, which, according to Lipovetsky (2004), is characterized by the acceleration of time, the ephemerality of relationships, and the intensification of individualism and market logic, has led organizations, political agents, and society to rethink new models that allow for the transformation of current fast fashion systems into more sustainable alternatives, such as slow fashion (Fletcher, 2010; Zarley, Watson & Yan, 2013; Legere & Kang, 2020; Sarokin & Bocken, 2024). This excessive consumption in the fashion sector positions it as one of the main contributors to the overuse of the planet’s resources today, putting at risk the availability of essential resources for future generations (Brundtland, 1987) and contributing to climate change. Thus, this project aims to contribute—albeit modestly—to solving this problem within the field of Branding and Fashion Design through the creation of a brand for a multifunctional studio. This studio seeks to integrate and explore different areas of design, handmade practices, and craftsmanship, contributing to a concept of slow production and more conscious consumption, while also promoting human well-being as part of a community. Encouraging behavioral and mindset changes toward a more sustainable ecosystem is one of the project’s main focuses. It also aims to develop a brand and concept for a cultural, artistic, and educational space where creativity can be explored and handmade practices promoted. Activities will include floristry, ceramics, painting, drawing, fashion, upcycling, and other forms of design and handmade expression. The space seeks to value tradition while simultaneously fostering new forms of expression and innovation. The proposal also includes the organization of courses and workshops to transmit knowledge and preserve traditional handmade techniques, as well as to encourage learning and the development of new talents. This will be achieved through interactions between artists, artisans, and participants via partnerships, exhibitions, and the resale of artworks, creating a collaborative environment conducive to knowledge exchange and collective growth. In addition, the project seeks to encourage and promote local production and the sale of these products within the studio itself. This space is not limited to teaching but also plays an active role in fostering more sustainable production and consumption through the creation of a local economy. This multifunctional studio project is presented as a distinctive cultural and artistic proposal for the region, aiming to preserve traditional and artisanal techniques and disseminate them to diverse audiences; to promote sustainability; and to enhance handmade design as a form of expression, communication, and lifestyle. The methodology adopted is both quantitative and qualitative, with an exploratory and project-based focus applied to the creation of a brand for a multifunctional studio space. The project involves theoretical research on the concepts of Fashion, Sustainability, Craftsmanship/Handmade, and Branding. In addition to bibliographic research, case studies of similar brands were analyzed, and data were collected through a survey. It is concluded that the creation of a brand for a multifunctional studio focused on slow production, handmade practices, craftsmanship, education, sustainability, and artistic collaboration represents not only a response to mitigating overconsumption but also an answer to contemporary demands for more conscious and sustainable consumption. Furthermore, it values handmade culture as a relevant response to the challenges posed by hypermodernity and the excessive consumption of the fast fashion era, which consequently contributes to climate change and future resource scarcity.
Descrição
Palavras-chave
Branding Handmade Sustentabilidade Upcycling Design Artesanato Educação Valorização Cultural Sustainability Craftsmanship Education Cultural Valorization