Product Design by Humberto and Fernando Campana as a Reflection of Brazil’s Cultural Code in the Era of Glocalization

In the context of contemporary socio-cultural transformations, product design increasingly functions as a key mediator between global artistic trends and local cultural identity. Within this framework, the creative experience of Brazilian designers Humberto and Fernando Campana is examined as a representative case of articulating national cultural codes through the language of contemporary design. The article analyzes the core strategies underlying the Campana brothers’ method, including the deconstruction of traditional materials (such as rattan and recycled objects), the reinterpretation of folk ornaments and craft techniques, as well as the integration of elements of everyday Brazilian culture into the international design context. Particular attention is given to the collaborations with international brands, which are considered for the first time as a systemic component of their creative method aimed at transmitting Brazilian cultural identity on a global scale. The findings demonstrate that the Campana brothers’ creative method generates an original visual language, capable of transcending entrenched cultural clichés and constructing a multilayered image of Brazilian identity within the context of glocalization. An art-historical analysis of specific projects reveals how national traditions are not merely reproduced but are transformed through the lens of contemporary design. The scientific novelty of the study lies in identifying specific mechanisms of cultural transmission through product design, characteristic of the era of glocalization. The results have theoretical potential for research in the field of visual anthropology, design criticism and cultural studies and may also serve as a methodological framework for promoting national heritage through creative industries. The article contributes to the contemporary discussion on design as a tool of “soft power” in a globalizing world.

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