Architect and researcher Marcia Holland leads an immersive experience at the Arena do Conhecimento to discuss how neuroscience, colors, and materiality can contribute to well-being in spaces traduzido por: OPENROUTER
Submitted at Jul 13, 2026, 1:21 PM
Senac São Paulo + Estúdio Guto Requena - Arena do Conhecimento. Feito sob medida para abrigar palestras e bate-papos, este espaço inaugura a parceria entre a CASACOR e o Senac São Paulo. Sob a coordenação do Estudio Guto Requena e mais três professores da graduação, oito alunos do curso de Arquitetura e Urbanismo atuaram no desenvolvimento do projeto. O grupo discutiu questões como a escolha dos revestimentos – visando a opção mais sustentável e acusticamente eficiente – e a definição da iluminação, importante para proporcionar concentração, e não sono, em um local de aprendizado. Outro conceito relevante se insinua no layout, definido por um sofá que contorna a área de 100 m² e acomoda até 40 pessoas. Outras dez podem se sentar nos pufes. “Essa circularidade remete às cirandas, às rodas de samba e de capoeira, coletividades importantes na nossa cultura, em um formato sem hierarquia”, explica o arquiteto Guto Requena. (Roberta Gewehr/CASACOR)
Architecture, neuroscience and sensory design will be at the center of the lecture Mind and Heart: Perceptive Activation and Chromatic Strategy, taking place on July 16, at 2 p.m., at the Knowledge Arena at CASACOR São Paulo 2026. Led by architect and researcher Marcia Holland, the meeting offers an immersive experience on how colors, materials and finishes can contribute to creating spaces that promote well-being.
Based on the idea that the home is a space for reconnection with the psyche, Marcia Holland presents an approach that understands colors and materiality as elements that go beyond the aesthetic dimension and act on the organization of the sensory experience of the projects. "Architecture is not limited to forms and volumes; it regulates biological stimuli, guides cognitive perceptions and builds complex emotional atmospheres", says the researcher.
Senac São Paulo + Estúdio Guto Requena - Arena do Conhecimento. Projeto da CASACOR São Paulo 2026. (Roberta Gewehr/CASACOR)
Lasting 40 minutes, the lecture offers an interactive experience, showing in practice how colors, materials and finishes influence the way people perceive and experience the projects. The meeting has the technical and strategic support of Coral's color fan decks.
To ensure interaction among participants, each session will have 30 spots. The program will be divided into three main axes: Mind, dedicated to the neuroscience of environmental perception applied to the daily life of architecture and design; Heart, which addresses welcoming, security, belonging and identity as perceptive constructions; and The Bridge (CMF), in which mind and emotion connect through the Color, Material & Finish system, using color as a technical and strategic tool to promote psycho-emotional balance and add value to projects.
During the activity, professionals and students will participate in cognitive simulations, chromatic analyses projected on screen and guided exercises with Coral's color fan decks. The objective is to offer resources so that participants can design spaces with a clear emotional intention, understanding the impact of color and material choices even before the execution of the work.
Architect and urban planner, Marcia Holland holds a master's and doctorate from FAU-USP, with specialization in Neurosciences applied to consumption and behavior. For more than 40 years she has worked as a researcher, professor and consultant in the areas of CMF (Color, Material & Finish), chromatic strategy and neurodesign, integrating cognitive science and materiality in methodologies applied to design and architecture.
Interactive Immersive Lecture "Mind and Heart: Perceptive Activation and Chromatic Strategy"
Date: July 16, 2026 (Thursday)
Time: 2 p.m.
Duration: 40 minutes
Location: Knowledge Arena – CASACOR São Paulo 2026
Registrations are free, with spots limited to 30 participants per session.
traduzido por: OPENROUTER
CASACOR São Paulo 2026: 70 projects that propose pause and reconnection traduzido por: OPENROUTER
Arena of Knowledge brings applied education to CASACOR São Paulo 2026 in partnership with Senac traduzido por: OPENROUTER
CASACOR Dialogues: series of talks investigates the spaces we inhabit at CASACOR São Paulo 2026 traduzido por: OPENROUTER
