Maximalism, joy and art: Marcelo Salum reveals the process behind his project at CASACOR SP traduzido por: OPENROUTER

Marcelo Salum is the mind behind one of the boldest (and most praised!) projects at CASACOR São Paulo 2026. The architect developed Casa Brastemp based on a very specific request: to create a space that would connect with a young audience. However, in his eighth participation in the show, Salum went beyond what was proposed – delivering a project that translates the meaning of the theme Mind and Heart in an unexpected way.

Marcelo Salum - Casa Brastemp. (Denilson Machado, do MCA Estúdio/CASACOR)

To bring the proposal to life, Salum creates a character named Flora as the imaginary resident of the space. A 32-year-old chef and influencer. She likes art, design, fashion and values family heritage. The architect says he sought to interpret a contemporary version of his Italian grandmother.

Marcelo Salum - Casa Brastemp. Projeto da CASACOR São Paulo 2026. (Melissa Audi/CASACOR)

"This grandmother cooked divinely, even the simplest dishes, you know? Everything she touched was wonderful. I had this affective memory, but I needed to bring it closer to something contemporary. It's as if Flora were the granddaughter of that grandmother – modern, cool and present in various universes, she's not niche!", he explains in an interview with CASACOR.

From the creative process to setting up the space

Briefing and character defined. Then, Marcelo Salum enters the production research stage. Maximalist long before it became a trend again, the architect starts paying attention to all references that could add to the project. One example was his visit to Design Week, where he observed novelties and cultivated new connections.

Marcelo Salum - Casa Brastemp. Projeto da CASACOR São Paulo 2026. (Denilson Machado, do MCA Estúdio/CASACOR)

"I do very broad research and gather everything into a single document. As for the artworks, I like to test them directly on the model to know if we're heading in the right direction. The truth is I'm very over the top: when the space is ready, I bring almost twice as many pieces as I actually use. I have more or less in my head what I want to do, but it ends up being a pretty intuitive process as well", he adds.

Marcelo Salum - Casa Brastemp. Projeto da CASACOR São Paulo 2026. (Denilson Machado, do MCA Estúdio/CASACOR)

The professional reveals that setting up his projects is almost a sacred ritual. Incense, music and hours of concentration until everything is finished. However, he is sincere: "There are some moments of crisis there, because it's not easy to look at everything unassembled with so many objects in your hands. But, when things start to fall into place, it's a great pleasure. It's the most enjoyable part".

Mind and Heart – but full of color!

Just one visit to CASACOR São Paulo 2026 is enough to notice that Marcelo Salum's project is one of the most colorful. While many of the architects interpreted the edition's theme, Mind and Heart, through neutral and soft tones, the author of Casa Brastemp walked the opposite path.

"I'm passionate about this possibility of mixing colors. You need your mind to coordinate so much information and, at the same time, all of it is done with the heart. When I choose a sequence of colors and it immediately seems to make sense, that's the heart speaking. This union between mind and heart is what provides us with this beauty", he reflects.

Marcelo Salum - Casa Brastemp. Projeto da CASACOR São Paulo 2026. (Denilson Machado, do MCA Estúdio/CASACOR)

What Salum seeks to convey to visitors with such a chromatic explosion was also what guided the creative process: joy and vitality. It is no wonder that the architect has received so many reports from people who were stunned – and even moved! – upon discovering the space.

Marcelo Salum's project, with all its sensations, bold combinations and carefully chosen works of art is open for visitation at CASACOR São Paulo until August 9. In addition to it, 69 other projects offer an immersive experience that connects architecture, art, design and sustainability at Parque da Água Branca.

traduzido por: OPENROUTER