Popular furniture: design to the new middle class

• Autor(a) principal: Curcio, Gustavo Orlando Fudaba
• Data de Publicação: 2017
• Outros Autores: Santos, Maria Cecília Loschiavo dos
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Pós. Revista do Programa de Pós-Graduação em Arquitetura e Urbanismo da FAUUSP (Online)
• Texto Completo: https://www.revistas.usp.br/posfau/article/view/118266
• topic: Home furnishings. Design. Middle Class. Manufactured Goods.; Mobiliário doméstico. Design. Classe média. Manufaturados.

It is the focus of this paper the ability of architects and designers to choose, distribute and articulate objects inside Brazilian popular houses. The social group targeted by this research was the so-called New Brazilian Middle Class. Given the impossibility of hiring the services of an architect or interior designer, either for lack of capital, whether for cultural reasons, the New Middle Class, largest consumer group in the country, ultimately choose and buy objects and household furniture without the help of a professional. This empirical selection process results in ineffective arrangements that hinder the movement through the rooms and end up harming the life quality of those families. The present study analyzed the process of designing, editing and broadcasting a pioneer strategy by a popular architecture and design magazine, first published in 2010. Apartments and houses constructed by the federal popular housing program Minha Casa,Minha Vida were used as templates. The communication, the language editing, the strategy of content production on decoration, renovation and building ideas targeting the New Middle Class, as well as their effects, are presented on the Conclusion chapter of this research.