LG Magenta House | Studio Otto Felix

Otto Felix participate for the third time at CASACOR São Paulo, the largest and most complete exhibition of architecture, design and landscaping in Latin America, which takes place from July 5th to September 11th, at Conjunto Nacional, on Avenida Paulista. This year the architect, owner of a trait that excites, presents his environment in partnership with LG. Designed to be a house that carries elegance and sustainability, combined with the brand's innovative appliances, the space provides a lot of comfort loaded with technology.

The LG Magenta House, which has 415m2 (external and internal area), is mainly inspired by the Conjunto Nacional, a modernist heritage from the 50s signed by David Libeskind. For the project, the architect took advantage of the original structure of the building and bet on symbolic materials such as the use of glass bricks and Portinari floors.

“We started the process with extensive research and everything was thought to be a mix between contemporary and vintage, a modernist environment, from the coverings to the chairs and the use of the exposed ceiling”, tell Felix.

Surrounding the entire facade of the project, the glass bricks bring natural lighting to the place in addition to transmitting the whole atmosphere of the modernist movement. The porcelain floor (Portinari) that refers to concrete and the ceiling, with exposed and original beams of the building, complete this main concept. The pilasters were coated with enameled ceramic, providing the place with a classic sophistication.

The house is divided and sectored by a central island that organizes the environments into a clothing area, bedroom, bathroom, kitchen and living room. Fully equipped with LG products, the highlights are the SMART LG SIDE BY SIDE INVERTER FRIDGE, the LG STYLER MIRRORING WITH TRUESTEAM STEAM, and the SINGLE UNIT FRONT LOAD LG WASHTOWER. These state-of-the-art appliances contribute to the contrast with the vintage pieces, forming spaces that navigate between the innovative and the traditional.

“LG is CASACOR's official technology partner for the fourth consecutive year, and in this special edition of the 35th anniversary of show, we could not fail to convey the sophistication and personality that the new trends in architecture demand. Otto Felix, our architect partner this year, innovatively portrayed this in the Casa LG Magenta space, alongside our smart products that reinforce the brand's commitment to delivering connectivity solutions to consumers. We want to increasingly facilitate
routine and transform residential environment into a more comfortable and sustainable place through technology.” says Sonah Lee, head of marketing LG Electronics in Brasil.

In the dining room, the imposing table, designed by Jean Gillon, is the star of the house, which also gained chairs from antique dealers, as Lojas Téo and Artemobília, selected by the architect. The lighting fixtures in the room are by renowned designer Jader Almeida, and the Corcovado mirror in the bedroom, made of solid jequitibá wood and natural wood veneer, is signed by designer Erik Bonissato, from Bonni.

In the living, the Joaquim Egídio sofa, designed by the architect, in solid freijó and the Costela armchair with swivel feet contrast with the rest of the dark palette and stand out, but without forgetting the coziness and comfort, along with a shelf in cinnamon wood, and a 2021 SMART TV LG 65'' 4K OLED65G1 EVO GALLERY DESIGN. In the bathroom, the Capolavoro marble, by VW Stone, works together with the shades of green and brown, makes the environment even more elegant and sophisticated.

The garden around the project is by landscaper Cate Poli and was designed to bring all the place to life, as it invades the interior of the house through the transparency of the glass bricks. All environments are air-conditioned by LG PURICARE 360o AIR PURIFIER WITH 1 FILTER and MULTI SPLIT INVERTER AIR CONDITIONER LG ARTCOOL GALLERY.