Adidas Original’s Future Gallery

What if the street was ours? What if we could have a more human and empathetic relation with our public spaces? These questions guided us to create the project “E se essa rua fosse sua?” in partnership with YOUCOM.We created…

Adidas Original's Future Gallery

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What if the street was ours? What if we could have a more human and empathetic relation with our public spaces? These questions guided us to create the project “E se essa rua fosse sua?” in partnership with YOUCOM.We created an event that deeply move the young scene of São Paulo. Through it we created a reason to believe, accredit YOUCOM and give ownership to adopt the position “What if?”.

We opened Rua XV de Novembro, an iconic street on São Paulo’s downtown, for the people and brought their ideas to the urban landscape for a day. Besides big musical attractions such as Karol Conka and awesome DJ sets by names like DJ Dubstrong and Selvagem, these makers brought a lot of other cultural layers to the happening. From concerts performed by street musicians to affective cultivation workshops – where people could learn how to grow their own garden. From live turban tutorials to bike customization workshops or free cloth patching. An unforgettable Sunday for São Paulo’s youth scene.

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