INTRO

The Art Institute is a New York-based organization that promotes Portuguese contemporary culture.

With the sponsorship of CGD – Caixa Geral de Depósitos and FLAD – Fundação Luso-Americana de Desenvolvimento, the Art Institute presented “Portugal In Soho” in New York. The project began in 2016 and has held several annual editions since then. This series of events aims to remember the Soho of the past and evoke the large Portuguese community that existed in the New York neighborhood of Soho between the 1950s and 1980s, when the Portugueses arrived in this area in search of a new life in America. The event takes place over several days and offers opportunities to learn more about Portugal through books by various writers, food and wine tastings, handicrafts and visual arts, music from various genres and small exhibitions by Portuguese artists and Portuguese descendants.

“Our intention is to reawaken Portugal’s heritage in Manhattan, making an often unknown presence known to Americans, while encouraging young people of Portuguese descent to feel pride in their roots,” explained the organization in a statement. This event takes place in parallel with the NY Portuguese Short Film Festival. With these two initiatives, the Arte Institute aims to create a week dedicated to contemporary Portugal in New York City,” explained Arte Institute director Ana Miranda, to Lusa.

THE CHALLENGE

To create an image that “radiated all the love for Portugal”, transcending borders and continents. All the communication was meticulously developed, incorporating quotes from Portuguese poets, writers and celebrities who have left an indelible mark on the country’s culture.