“Fortaleza tem Design” is a tridimensional installation created to raise the self-esteem of the citizens of Fortaleza and to promote local design practices. It is an elaborate lettering in which the phrase that names it is displayed in a suppressing and sophisticated manner.
Fortaleza has a natural call for design. The general population’s interest in the matter goes way beyond what you see at first sight. According to the Ministry of Education, in 2017 Fortaleza and surrounding areas had an astonishing 81 design courses. “Fortaleza tem Design” is an empowerment action of the current Ceará design scene, that aims to generate empathy and bring people together in its construction process, be them designers or not.
The starting point was a gratuitous woodwork class where the pieces that make the 9m² sculptural mural were produced. “Fortaleza tem Design” also generated a 2’20” video where the intentions of the project are made clear, along with some of the letterpress printing process of postal cards with the same art, done live during the assembly of the piece. So, instead of just seeing the piece coming to life before their eyes, people can be hands-on and be an active part of the process.