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city, image and fashion
Isso Não É Uma Roupa (This Is Not a Garment) — film by Alfabeto Filmes for Park Shopping Barigui
What we do
Four fronts to recognize a brand’s capital and put it into circulation.
Product development
Branding
Campaigns
Productions
Cultural capital in form.
Cultural capital as a system.
Cultural capital in circulation.
Cultural capital as experience.
Products, collections, collabs, brand extensions, special editions, objects and new categories drawn from the brand’s codes and repertoire.
Positioning, narrative, identity, codes, creative direction and the building of a brand universe. Not only how a brand presents itself, but what it comes to own culturally.
Concept, creative strategy, launches, content, editorial, activations and projects that place the brand in a cultural conversation without simply chasing trends.
Photography, film, fashion, events, spaces, installations, experiences and special projects — from curation to creative direction and execution.
A repertoire you can’t hire in parts.
WHY O NOVO
history + fashion + architecture + design + city + behavior + network + curation + direction
We don’t arrive to lay our aesthetic over a brand. We don’t copy other brands’ cultural codes. We look for what only that company could do — and apply our repertoire, our network, our experience and our direction to bring it into the present.
Clients
Pátio Batel · Park Shopping Barigui · LabModa · Dindi · Bárbara Colen · Biblioteca Freudiana de Curitiba · Infinitoo
Some things can be bought. Cultural capital can’t.
MANIFESTO
Brands already own more than they imagine: an origin, a product, an archive, a community, a territory.
Our work is to recognize that capital and turn it into product, brand, image and experience. We don’t do more of the same. We do more with what is already yours.
Fashion, image and city.
O Louvre
NovoLouvre
O NOVO
1935
2007
Today
Our historical and symbolic starting point. The former fabric store opened in 1935 by Miguel Calluf on Rua XV is part of the history of fashion, commerce and the urban landscape of Curitiba. Today, O Louvre stands for our work with memory, heritage, retrofit and the reactivation of symbolic capital for Rua XV, for downtown and for fashion.
A brand founded in 2007 that has always carried ideas that remain central to us, such as “the avant-garde is tradition” and “Made in Downtown Curitiba, Brazil”. More than a clothing label, NovoLouvre has always been a place of repertoire, language, welcome and the circulation of ideas within local fashion.
The formalization of a skill we have practiced for years: turning cultural repertoire into product, narrative, image and action. O NOVO is the practice that develops product, narrative and image for brands with a fashion eye.
Mariah Salomão Viana
Architect, Specialist in Architectural Design in the Contemporary City, M.A. in Urban Management. Vice President of the Culture Committee at the Commercial Association of Paraná, coordinator of the Bienal da Moda and curator of LabModa. Creative Director of Grupo Louvre — NovoLouvre — O NOVO.
She works at the intersection of strategy and creativity, alongside founders, creatives and teams building culture-driven businesses in fashion, image and the city.
Not a hedgehog, but a fox, in Isaiah Berlin’s sense.
Let’s talk.
Rua XV de Novembro — Downtown Curitiba, Brazil
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