The thirty-ninth edition of FOA Housethe architecture and industry exhibition that promotes Argentine design culture has already started and will run until October 16, from 12 to 8 p.m., in the new Innovation Park (former building of the Federal Shooting), located in Tte. Gen. Pablo Ricchieri 3255 of the City of Buenos Aires, with the motto “Design communicates”.
As is customary, thousands of people visit the exhibition, which has established itself as a community of design lovers of all generations: Casa FOA is the meeting point where, in addition to learning about the latest trends, ties are built between the designers and the companies that They participate, generating meetings and exchanges of work and business around design and interior design.
“From the birth of Casa FOA until now, we were pioneers in the real estate development of the areas that were intervened to become points for housing, work or cultural centers. “Throughout all these years we have left an important mark so that all those places regain real estate value,” he said. Marcos Malbrandirector of Casa FOA.
And he recalled: “The 1992 edition was held in The Dorrego Silosa property that had been used to store bags of wheat flour back in 1921. Remodeled under the concept of “Loft”, changed its destiny and became the first real estate development of its kind in South America. Furthermore, the loft concept was very novel because it implied coexistence between an open plan, taking privacy into account.”
These innovations occurred at various times and periods in which the exhibition was held in the city of Buenos Aires. “Another example was when in 1989 an old textile factory located in the Darwin Street, a place considered dangerous to live in the city of Buenos Aires. From the intervention of Casa FOA, a new typology of housing was created in recycled old buildings,” he added.
“It was a true revolution, since it was the first time that a building of those characteristics was open to the public. 23 decorators participated. Neighborhoods such as Barracas were revitalized when, in the 2005 edition, an old textile factory located in the Lanín Passagewas transformed into a residential housing complex, with a cultural sector and commercial spaces,” explained the director of the event.
Casa FOA was created in 1985 by Mercedes Mechita Malbrán de Campos to raise funds for the Jorge Malbrán Argentine Ophthalmological Foundation. The aunt of the current head of the NGO organized the first exhibition brought from New York to Buenos Aires with the Buenos Aires imprint. Currently, it is an unmissable event to learn about the latest trends in architecture, design and national industry.
“The focus is on new ways of living. When designing each space, it is taken into account that they respond to an imaginary inhabitant, but not only so that he can live there, but also to work there and the combination of both, which makes everything more dynamic. Furthermore, it is economically enhanced because art is intrinsically related to interior design and they form a very interesting communion together with the history of old buildings and new technologies,” Malbrán explained.
Over the years, Casa FOA’s contribution became latent in the urban landscape, rescuing monuments and historical places, which, although they existed, did not have the public they needed to be able to be sold, which caused them to leave. revaluing over the years.
Among these spaces, the Casa de la Moneda (1995), Hotel de Inmigrantes (2000), Monasterio de Santa Catalina (2001) and Casa del Patio de la Reconquista (2003) stand out. There were also properties declared Historical Protection Areas, such as Hotel de Avenida de Mayo (1991), Puerto Madero Dock 5 (1993), Palacio Alcorta (1994); Tattersall (1998) Naval Station (2000) and the emblematic Grandstand II of the Palermo Hippodrome, which was inaugurated by President Marcelo Torcuato de Alvear in 1923.
“We have several options to choose from year after year. One of the most important issues is the viability based on the layout and spatiality of the houses and the availability they have at the time of being able to carry out the work that ends up being Casa FOA and in turn, we contemplate the architecture and the type of building that it is about. “We always try to prioritize the history of the buildings,” he noted. Juan Blas Fernandezmanager of the entity.
“In the area of federalization of Casa FOA we have expanded into the interior of the country. The example of this is the first edition carried out in the province of Córdoba that generated an impact inland. We know well that there are different local samples and on a different scale in each province. It is our intention to carry it out in different areas of Argentine territory to give greater impetus to the federalization of Casa FOA,” he noted.
With more than 35 exhibitors, designers and architects and more than 20 sponsors, this edition takes place in the Innovation Park, a strategic area of the city that is in the process of total transformation. The chosen venue is the former Tiro Federal building, a space with more than 4,528m2 of exhibition space that is distributed in more than 37 sectors, both interior and exterior.
“In addition to being an iconic headquarters of rationalist architecture for the world, we believe that it is an opportunity to get to know and enter a building from 1937 that is National hystoric monument. Once the sample is finished, Historic House will be the name of the next complex, which will become a new center of housing, offices, health and educational institutions, plus a commercial and gastronomic promenade. All framed in the Innovation Park, an urban project that encourages creativity, collaboration and the avant-garde,” said Blas Fernández.
“In this edition, it is worth highlighting the new talents, around 21 studios that have participated and who are going to be the future, both of our cities and of the Casa FOA exhibition. The theme for this edition is “design communicates”, an invitation to reflect on the multiple ways in which design transcends its function of projecting objects and spaces. The concept brings into play the sensory, telling stories and provoking emotions” concluded the manager of the organization.
According to the coordinators, “Design communicates” It is an invitation to reflect on the multiple perspectives in which design transcends its function of projecting objects and spaces. Focused on the sensory and the messages that are implicit in each project decision, the meeting highlights “the visual impact of a creation, the limits with art and the effect of technology.” In this regard, Marcos Malbran expressed: “We are happy with the quality of exhibitors, designers, architects and sponsors who will be accompanying us in this edition in the Innovation Park, an area of the City of Buenos Aires that is changing its appearance. ”.
by RN
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