29 September 2017


How to Pronounce Design

in Portuguese: Brazil Today

Museo do Design e da Moda, Lisbon

– 31 December 2017



Brazil and Portugal have a special connection owing to their colonial histories, and despite the many differences that are given from cultural backgrounds, the countries share a language - albeit with dialectal differences. In both dialects of Portuguese the word design exists. Until 31 December 2017, the Museo do Design e da Moda in Lisbon will present an exhibition that aims to convey the different understandings and meanings of the word.


“How to Pronounce Design in Portuguese” is a two-part exhibition. In the first part, in 2015, it looked into the stress and intonation of the Portuguese connotation for design in Portugal. Now, the second part of the exhibition will compare it to Brazilian pronunciation. The use of the same words in different cultures leads to different definitions and therefore to different conceptions of design.

At the heart of the exhibition is a library with some 50 Brazilian publications on design that are available to view. The exhibition also displays 50 further projects and objects by Brazilian designers. The intentionally varied range of these projects ranges from soap packaging to materials libraries and a university of indigenous knowledge. These projects implicitly address current issues such as progress, consumption, identity or protest in design.

The 100 different approaches in design are an attempt to communicate a sense of something and make connotations visible; they are a representation of culture which communicates and imparts information more successfully than verbal description, and one where the future of design and designed systems are an elementary part. This interesting mix has come about in the context of Lisbon’s nomination as Iberoamerican Capital of Culture 2017.


Nº 279
Embodiment in Design

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