total design – cauduro martino

cosacnaify publisher, 2014

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the book, the result of celso longo’s master’s research at the faculty of architecture and urbanism at the university of são paulo, analyzes in detail five urban scale projects of the cauduro martino office, placed at the interface between graphic design, industrial design, architecture and urbanism. 

they are seminal works in terms of method and language.

carried out between the mid-1960s and mid-1970s, they played a fundamental role in building a modern look for são paulo — metro, zoo, paulista avenue, municipal transport system and banespa, the state bank.

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the book’s graphic design, carried out in partnership with elaine ramos, is a continuous narrative of full bleed archive images, which alternates original drawings of the projects, made by hand and reproduced in full scale, to period photographs by german lorca, cristiano mascaro, lew parella and joão carlos cauduro himself. traversing this iconographic narrative, the text is written on a white stripe that weaves together the history of these projects, the result of hours of interviews with their authors, as well as the afterword of the book by guilherme wisnik.

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first place in the ‘published works’ category of the 28th design award of the the brazilian house museum.