Mercado Novo
Identity
The Mercado Novo in Belo Horizonte/Brazil is a 1960s modernist landmark, created as a complement to the city’s main commercial area. In 2018 it was transformed into a vibrant cultural hub, merging tradition with modernity. The challenge was to capture this multifaceted essence and translate it into a brand. Inspired by the cobogós (Brazilian hollow & ornate brick walls) that shape the facade, the identity incorporates its gridded shadows, using the color system to reflect the passage of time. The result is a flexible system that connects people, places, and experiences, echoing the market's vibrant rhythm.
iF Gold Statement
Brazil is the ultimate melting pot, a place where cultures and influences cross-pollinate like nowhere else. The rebranding of the Mercado Novo in Belo Horizonte captures this fecund vibrancy. It embodies the perfect blend of community, architecture, and the beauty of nature, using a generative design approach. It fosters a deep connection to the natural environment while embracing innovative, adaptable design.
Date of Launch
2024
Development Time
up to 6 Month
Target Regions
South America
Target Groups
Consumers / Users