Full text
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| Author(s): |
Mina Warchavchik Hugerth
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Arquitetura e Urbanismo (FAU/SBI) |
| Defense date: | 2015-04-27 |
| Examining board members: |
Marcos da Costa Braga;
Silvana Barbosa Rubino;
Joana Mello de Carvalho e Silva
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| Advisor: | José Tavares Correia de Lira |
| Abstract | |
This dissertation aims to uncover and critically examine the evolution of Mobilinea, a Brazilian furniture design company. During the period from 1959 to 1975 it was one of the most prominent firms in the country, not only as a producer of goods but also in terms of promoting certain lifestyles. The first chapter of the study presents the context of furniture production in Brazil until the founding of the company, its insertion in the Brazilian design circuit of the 1960s and 1970s, and the individual stories of its creators and collaborators. The second chapter has a focus on the key attributes of the products, as well as the promotional environments and sales approaches, highlighting them as components of domestic environments. The third chapter reviews the presence of Mobilinea in publications during the studied period, analyzing the different messages created for the target audiences, through charting out the similarities and differences. It was mostly in this media that the company disseminated its values, which included ways of inhabiting and acting in the home, suggesting a leading role for women in developing and consuming these living styles. (AU) | |
| FAPESP's process: | 12/23030-0 - Mobilinea - the design of a lifestyle (1959 - 1975) |
| Grantee: | Mina Warchavchik Hugerth |
| Support Opportunities: | Scholarships in Brazil - Master |