Pride Innovation 2021 | Facebook
São Paulo, Brasil, 2021.

The famous viaduct, “Minhocão” which opens to pedestrians every evening and weekends transforming itself into an urban park, now receives a panel in a facade of one of the neighboring buildings. It was painted with the colors of the LGBTQI+ flag, keeping the pride spirit alive. Estudio Guto Requena was invited to create the installation in association with Mutato Productions and Studio curva.

How did it work? Facebook App promoted a live and invited the participants to share their stories and to engage in the event with the hashtag #JuntosComOrgulho (#TogetherWithPride). Through a software connected to the Facebook API, the amount of comments sent by the public were counted and displayed in real time by the “pridemeter”, our special thermometer.

When the amount of comments reached 100% on the “pridemeter”, the system discharged the first two flag’s colours, painting the facade in a cascade effect. The Facebook’s live had a schedule with special guests like Pabllo Vittar, Gloria Groove and Majur, all presented by Vitor de Castro. During the show break, the other four colors were discharged in pairs painting the pride flag collectively.

The urban art will be exhibited during the month of june and it receives a projection mapping over the painting every evening. The mapping occurs in two moments showing a visual art using a particle effect which behaves individually but,in a dynamic way, together shapes of the flag illuminating and animating the physical painting. In addition, a graphic art design displays the messages from the Facebook community celebrating and keeping the pride spirit alive.

The work #JuntosComOrgulho creates a symbolic landmark in the city making the voices of this community present on a 40m high facade in a highly visible point. The Elevado Costa e Silva (“Minhocão”), which is currently in the process to become an urban park, brings together around 30 murals by different artists, in addition to several spontaneous projections, number that increased significantly in the last year, turning the elevated into a open air art gallery.