FAS and We Transform, Marcelo Rosenbaum, launch project "Molongó – design the service playing "developed in the RDS Mamirauá

10 th August 2017 -   For Lívia Salomoni Through We Transform – led by office design and innovation Rosenbaum®, Marcelo […]

Creation process in Colombia of New Molongó twigs. (Photo: Release / Transform)


By Lívia Salomoni

Through We Transform – led by office design and innovation Rosenbaum®, Marcelo Rosenbaum and his team already knew and worked with different communities deep Brazil. The immersions are guided by the Essential Design methodology, using design as a tool to stimulate the reconquest of essential values ​​in connected communities with ancestry, the sacred and nature, valuing the local creative economy.

One of the most recent experience was started from a nine-day immersion in the New Columbia community, located on Sustainable Development Reserve (Reserve) Mamirauá, Amazon, the invitation of the Amazonas Sustainable Foundation (FAS) – in partnership with Lojas Renner Institute, Newton Fund, British Council e Instituto Mamirauá. The project also had the support of Banco Bradesco, Amazon Fund / BNDES and Amazonas State Government, por meio da Secretaria de Estado de Meio Ambiente (Sema).

“In Project Molongó, Our starting point was to unite three aspects: a demand of New Columbia community to develop activities with a kind of great ecological potential management tree – o Molongó; FAS's experience in social and economic development of communities; and the vision of a high-level group that is We Transform”, said Virgílio Viana, Superintendent General of FAS.

Gabriel Ribenboin, FAS, and Marcelo Rosenbaun the launch of Molongó in Sao Paulo

new Colombia: the territory of the project activities

New Colombia is a riverside community of 12 families, whose main source of income to fishing, family farming and crafts – made from wood Molongó, region abundant in tree. "New Colombia is implementing this pioneering project basis, As regards the growth cycle of these high trees, thin and light wood. Each can only be cut with a minimum age of 33 years", said Marcelo Rosenbaum. “The project is part of a recovery strategy of standing forest, resulting from the management of the species added to the local culture itself. For its light weight and ease of slot, this wood has always been used by traditional communities of this region”, Virgilio Viana complements.

In the first visit to New Colombia, also joined the team the Dutch designer Bertjan Pot, or brasileiro Paulo Biacchi, English Sarah Colson and researcher and curator of design Portuguese Frederico Duarte.


"Collection Molongó – The design in the service of play "

Experience in the RDS Mamirauá with New Columbia community realizes the understanding and the provocation of FAS and We Transform that is necessary to work beyond the notion of Production Unit. "Today there is a look of the market which often sees a community which had no access to formal education opportunities and as a Production Unit of something. This is related to terms like low human development index, in a speech that seeks to 'empower' these people. At the end, within these notions, the community ends up producing something that can not consume – 'does, but does not use '. We seek to break this understanding. We look at the need for community, before looking at the need for the decoration market ", said Marcelo Rosenbaum.

Using design as a tool to dedicate this look to the community itself, It identified the possibility of action within the local market, in partnership with the Early Childhood Program riverfront (PIR), desenvolvido pela FAS. “To support the initiative of making toys with wood from the region by local artisans and ensure that this feature is used by the Health Agents as an incentive to play with children and families in the region, It is primarily to ensure the rescue of local values.” Nathalia Flores, coordinator of the Education and Health Program FAS.

In this context, the We Transform designed a collection of educational toys Molongó, inspired by local cultural references. Are memory games, puzzle 3 a 9 parts and other toys that resulted from dialogue with professional Early Childhood Program riverfront, guided by the understanding of the demands of the Community Health Agents, Mothers and children, without losing sight of the possibility of increasing the use of wood from the tree Molongó, with optimal tooling, improving not only the management of tree, timber but also during the process benefited.

The Molongó collection is today in development and purchase of equipment for the production of pieces created is scheduled for the second half of this year. By the end of December, 80 community health workers already work with the new toy kits, through the Early Childhood Program riverfront with Johnson's support & Johnson. In the next year, is scheduled also a second production, aimed at families themselves, who will receive the toys in their homes. The collection developed in Molongó meets educational role, feeding the identity and imaginary collective, rescues the play.

From New Colombia, other communities in the region that also has Molongó as productive activity may benefit from this partnership. "As an offshoot to be explored, the Molongó still has the potential to create a relationship of this community with a public that has a sophisticated aesthetic vision, who values ​​fair trade and, thereby, You may wish to support a project like this, seeking valuing standing forest, improving the quality of life and the reduction of deforestation in the region ", Virgílio Viana scores.


Exhibition of spoons branch at the launch of Molongó, in Sao Paulo (Photo: Gabriel Ribenboin/FAS)

Spoon "twigs Molongó", signed by British designer Sarah Colson, It was launched during the Fair in Rosenbaum with reversed income for the project.


Early in the work in New Columbia, the group of designers realized that near 70% the tree was wasted in the process. In seeking a way to deal with this disposal, designer Sarah Colson and the A Gente Transforma staff viewed a part of the tree which is hardly harnessed. Inspired products already produced by local communities, Sarah turned the tree branches on spoons – the twigs Molongó. Marcelo Rosenbaum, this piece is an important symbol of the collective creative process in New Columbia.

In addition to the design object, which plays an important role sustainable, spoons will enable the next steps of the project. 'Branches of Molongó' were launched and sold during the Fair in Rosenbaum - Design Weekend Edition, with proceeds going to the continuity of actions linked to Molongó Project.