Mário Belém & Sandeman

Sandeman's relationship with art is centuries old. Artists have always been called upon to contribute to the visual universe of a brand that from an early age valued a sophisticated approach to its communication.

This project is an opportunity to revisit this extraordinary heritage and remember the pieces, drawings, and paintings that are a part of our imagination. It is also a commitment to a future that is closer to the artistic universe, with space to continue history through the artists who create images of our time. It is a path that Sandeman wants to share with everyone, incorporating the art that comes from these collaborations into its products and communication.

We started with artist Mário Belém, and the integration of historical iconography in the universe of a contemporary artist, resuming a movement to renew the symbolic value of the Sandeman universe.

The “Beco” piece is a journey through history, by way of the magic of the artist. This imaginary alley is composed of reinterpretations and allusions, evoking iconographic elements of Sandeman's history through the application of a language closer to “street art”, bringing history to contemporary times. The Street is the backdrop and reinforces the context of the layout: now more than ever, art is no longer limited to a gallery. Art is on the Street - a traditionally familiar place to Sandeman, through posters, tiles, and other artistic interventions such as murals.