SOUTH ON THE RISE

Three generations of Basers, three unique experiences, and one design organization uniting them all: LAD (Latin American Design). The Latin American Design Festival (aka LADFEST) and Latin American Design Awards (LADAWARDS) showcase a vibrant blend of emerging talents from the LatAm design scene, celebrating the diverse creativity and skill of an up-and-coming generation. We sat down with Carlos Bocai, Min Lew and Thierry Brunfaut to delve into their differing roles at these events, unveiling the multifaceted narrative of the dynamic festivals, while also highlighting the multiple, varying views on Latin American design.

Carlos Bocai
BaseNYC Senior Designer
LAD Young Talents 2023 Jury Member

You are a part of the South American, and more specifically Brazilian, design community. Could you share with us some insights on the Brazilian design scene?

Many Brazilian designers have been traditionally trained in classical European design principles but historically speaking, Brazilian visual culture didn’t ‘fit’ into what was being imported from abroad and was thus viewed as ‘lesser’. It seems that nowadays, though, there's a growing trend of questioning the meaning of "good design" from the younger generation, and people are exploring more local and innovative approaches, incorporating their surroundings in their work. This shift is partly due to the challenges faced by designers in Brazil, where it's not an easy career path, and financial rewards may be limited. Access to resources and materials might also be limited compared to designers in other contexts.

As a result, pursuing a career in design in Brazil requires a great deal of passion, motivation, and enthusiasm. This challenging environment tends to attract individuals who are truly dedicated to their craft. With this rejection of European design expectations, designers are reconnecting with their roots and embracing their cultural heritage more prominently.

Our success is tied to the craft we practice, which is shaped by the diverse cultural and visual influences that surround us. Our work draws from a rich repertoire of cultural elements, which sets us apart and makes our creations unique. There’s rarely any apathy from Brazilians. We always have an opinion and something to say, and this brings a certain warmth and honesty to our work. We approach design with sincerity and integrity, which resonates with others. We don't take things lightly; we’re deeply committed to what we do.

There’s been an increase in the influence that South American design now has on the sector. What is your perspective as a member of this community?

It’s about having the confidence to enter the global industry, which is closely tied to the idea of representation. I noticed this when I graduated from school and saw a fellow Brazilian designer working at a prestigious design studio in New York. A lot of us deal with an inferiority complex in relation to Europe or the US, thinking that because we didn’t go to the most prestigious schools or had celebrity professors, we were at a disadvantage. And at some point I felt it, too. So seeing someone from my background succeed in that environment made me believe I could do it too.

I think the pandemic played a role in breaking down barriers as well. Design studios began hiring talent from around the world, who are not necessarily where they are based. This shift in perception extended beyond South America, with the global cultural landscape challenging and deconstructing old power structures. There is a conversation about diversity happening, and its opening space for it in fields like music and art.

South America has always had a wealth of talented designers, but now they're gaining international recognition due to increased accessibility and representation. This visibility encourages people like me who once hesitated to venture beyond South America. Today, we're more confident about pursuing opportunities outside of home – but we always bring a piece of it with us wherever we go. Latin American design doesn’t need to have a specific look or aesthetic. Every time we design, we bring our unique perspectives, backgrounds, and work styles with us.

You’ve attended LADFEST several times. What is your experience there, and what keeps you coming back?

I think it's inspirational. The experience is quite different from when I was a design student. The first time I attended, I was still in school, participating as a Young Talent. Everything I encountered at the event was so inspiring. Now that I’m more established in my career, I return as a Young Talent judge for the sense of community. Everyone there shares the same mindset, and it's a great opportunity to find inspiration and connect with like-minded individuals from around the world. The more I participate, the deeper my connection with this community becomes. I've formed many friendships through LADFEST, which motivates me to continue attending. Everyone has this design-oriented mindset, but there's also a shared warmth and open-mindedness among the participants. It’s also very refreshing, especially in the context of encountering young talent. It's fascinating to see how they approach design and how they infuse their unique identities into their work.