The SOS Mata Atlantica foundation needed to raise funds for its reforestation program and generate awareness and commitment to the cause, as well as stress the importance of sustainable consumption.

We created the design-object which symbolizes the lack of a piece of furniture. We produced 3 shadows made of MDF (medium density fireboard), a “no stool”, a “no chair” and a “no table”. When purchasing Decor Exchange products people would bring home the shadow of a piece of furniture. In exchange animals would get numerous trees planted in their home. That’s because all of the proceeds were invested in a reforestation program by SOS Mata Atlantica. Decor Exchange is a brand, a store, visual communication and its own identity.

In just one month hundreds of trees were planted. By the time this was written, the second edition of shadows was being manufactured.Decor Exchange became a movement and started being sold in various interior design stores.The brand became a sustainability reference. Stores that carried the products and people that owned them were perceived as cool for showing they cared about sustainable consumption without being eco-annoying.To donate money for a tree means to simply donate. To trade a piece of furniture for a tree means commitment and behavioral change.