Natureza Urbana: São Paulo
 
Slide 7

Natureza Urbana's logo

Slide 1

São Paulo before the 2007 advertisement ban

Slide 2

Introduction of 'Lei Cidade Limpa'

Slide 3

Removal of ads

Slide 4

Local/International resonance of the city's transformation

Slide 5

Current environmental conditions of SP city center

Slide 6

Conceptual approach

Slide 7

Project's main elements

Slide 7

Advert structure into a living centrepiece

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Natureza Urbana is an initiative that, after the 2007 advertisement ban in São Paulo, Brazil- uses billboard structures as supports for aerial gardens that showcase local flora and fauna in the middle of the city. Aiming to transform an array of former advertisement structures into a network of ecological hotspots. Promoting the investing companies through Natureza Urbana online platforms that connect them with the image of the green billboard. Therefore presenting a unique experience for local residents and an urban model of international reach.

        
Process
 
Slide 1

Early visualizations

Slide 2

Rethinking of the billboard, use and appropiation

Slide 3

Explorations with height and accessibility

Slide 4

Exploration with frames, bare structure and the casting of shadows

Slide 5

'Looking through' modified structure and frame

Slide 6

Former structure as an enclosure that blends in the surrounding

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These are ideas that play around the main shift of focus that took place when the adverts were removed. Before, the billboards and their messages took all the attention, once the city was uncovered, inhabitants could re-discover their surrounding. Perhaps using the former structures as objects that allow a new exploration of the urban space, placing 'back in the frame' fragments of a city that somehow became unknown to their own residents.






 
        
São Paulo First Impressions
 
These are ideas that play around the main shift of focus that took place when the adverts were removed. Before, the billboards and their messages took all the attention, once the city was uncovered, inhabitants could re-discover their surrounding. Perhaps using the former structures as objects that allow a new exploration of the urban space, placing 'back in the frame' fragments of a city that somehow became unknown to their own residents.