"The beautiful exists to move us, highlighting reason through the rigidity of function. And so they merge with the soul of the poet's lines."
Architecture, at its essence, is a continuous narrative – a series of stories told through lines and shapes that stretch across space. "The Poet of Lines" is a visual and narrative journey that passes through Milan, Paris, Barcelona, New York and São Paulo, exploring how these metropolises shape and are shaped by their distinct architectures. The campaign culminates in São Paulo, a city that was deeply influenced by the work of Paulo Mendes da Rocha, illustrating how his ideas redefined the urban landscape.
Produced with the cinematographic sensitivity of Augusto Custodio, the film is a composition of poetic texts read in voiceover, each in the native language of the city it represents, reflecting on identity, purpose and temporal interaction with urban spaces. The narrative distilled in the film celebrates architecture's ability to influence how we live, interact and dream in the environments we inhabit.
To the "O Poeta das Linhas" campaign, a celebration of Architect's Day, meticulously produced by the Augusto Custodio office for Dell Anno. This campaign pays tribute to the unparalleled legacy of Paulo Mendes da Rocha, whose work transcended the barriers of architecture to become a poetic expression of space and time.
The final segment of the film is a special tribute to Paulo Mendes da Rocha, presenting excerpts from the documentary about the life and work of architect Paulo Mendes da Rocha, told by him in interviews with his daughter, Joana Mendes da Rocha. This material, kindly provided by Olé Produções and photographer Ruy Teixeira, enriches the campaign with an intimate and personal perspective of the architect, offering valuable insights into his philosophy and lasting impact.
The legacy of Pritzker Paulo Mendes da Rocha
His works, which redefine the urban landscape of São Paulo and beyond, are a testament to his focus on the use of space and the integration of the built and natural environment. Recognized globally, including with the prestigious Pritzker Prize, Mendes da Rocha left an indelible mark on the world of architecture, characterized by structures that combine the brutality of concrete with the delicacy of suspended forms, defying gravity and inviting natural light to become part. integral part of each space. Mendes da Rocha's legacy lies not only in his physical structures, but also in his philosophy that architecture should serve as a catalyst for social justice and the improvement of urban life, principles that continue to inspire and influence generations of architects in Worldwide.
The narrative of the film "The Poet of Lines" is a reflection on the essence of architectural creation.
"This time that has so much to say
So many words inserted into each stroke
It is the shapes that give meaning to the whole
Simple or complex, but everything is there
The materialized details
They make each work a poem
Granted with freedom
To discover, feel and dream
And it doesn't matter if it's an address
Or other designed shape
Perpetuates over time
This indescribable plurality
Conceived by the creator, founded by art
Beauty exists to move us
highlighting the reason through the rigidity of the function
And so they merge with the soul of the poet of the lines"
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