Hair exhibition arrives in São Paulo at a venue symbolizing Brazilian popular culture
The roving exhibition 'Le Cheveu se décode', produced jointly by the Cité des Sciences and L’Oréal, has arrived in Sao Paulo, Brazil for a two-month stint stretching from March 7th to May 1st 2007.
The exhibition, presented for the first time in Paris in 2001, has since been round the world, passing through cities as varied as London, The Hague, Berlin, Helsinki, Mexico City, Lisbon, Hong Kong and Beijing, mainly in science and technology museums like the Cité des Sciences et de l'Industrie in France.
In Brazil, the exhibition is being held in a centre run by SESC (Serviço Social do Comércio), an organization that provides services for the benefit of Brazilian society. Brazil's SESC scheme, set up in the 1940s, encompasses a broad range of health-related, educational, social, cultural and sporting activities in 300 centres. In the state of Sao Paulo alone, 30 SESC centres host more than 300,000 people every week.
The venue chosen for this exhibition dedicated to all aspects of hair is Pompéia, the jewel of the SESC network, devoted to culture and sport. Pompéia is situated in an industrial wasteland redeveloped by Lina Bo Bardi, a key protagonist in the history of modern architecture in Brazil.
At the official opening attended by 500 people, events focused on the dancer Vera Sala were organized and the evening continued with music performed by Fabiana Cossa and Maria Alcina on the theme of hair.
At the press conference held on March 7th, L’Oréal Research had the opportunity to present the classification of hair according to shape, the modelling of a head of hair, as well as the science behind haircare products.
Throughout the duration of the exhibition, some twenty facilitators will be on hand to take people round the exhibition and tell stories about hair using puppets.
For further information, click Decifrando o cabelo (in Portuguese) |
