A detail from the PAU BRASIL collection by Áurea Sacilotto. Photo: Courtesy of Áurea Sacilotto

Second edition of the year runs through Thursday at PRO MAGNO in São Paulo’s Zona Norte, previewing trends for Children’s Day and Christmas

SÃO PAULO, Brazil: ABUP, Brazil’s Association of Housewares and Gift Companies, launched the second 2026 edition of ABUP SHOW on Monday, Aug. 10, at PRO MAGNO Centro de Eventos in São Paulo’s Zona Norte.

Scheduled to close Thursday, Aug. 13, the trade show brings together manufacturers and designers from across the country in the decor, housewares, tableware, authorial design, art, textiles and gifts segments.

Geared toward B2B buyers, accreditation for industry professionals remains available on the association’s website throughout the event.

Calendar Strategy

Now in its second edition of the year, the show follows a first installment held in February. ABUP President Jamil Rima called the August timing deliberate.

“The choice of August is strategic because it allows retailers to organize in advance for dates with strong commercial appeal, such as Children’s Day, Christmas and New Year’s Eve,” Rima said.

According to Rima, these dates require planning and portfolio renewal on the part of retailers, making the second half of the year a decisive period for closing deals between exhibitors and buyers walking the show’s aisles.

Confirmed Exhibitors

Established names in the sector occupy booths at the show, including 6F Decorações, Appel Home, Bella Janela, Bella Vita, Blue Gardênia, By Poli, Casa Bonita, Herbo, Imeltron, LENVIE, MCassab, Modali Design, Resimetal, St. James, Strauss, Studio SALP, Sui Objetos and Traço Um. First-time ABUP SHOW exhibitors also take part, including Dani Fernandes Aromas, Fiorella Cerâmica, Madelustre, Maison Berger, Raito Decor and Tear de Minas.

Space for New Talent

Curator Cristiane Rosenbaum organized two projects dedicated to independent exhibitors at this edition of ABUP SHOW. Both initiatives carve out, within a show made up mostly of large brands, a space devoted to designers and small-scale, authorial-production studios.

Leading both curatorial projects is Rosenbaum, founder of Feira na Rosenbaum (@feiranarosenbaum). Specializing in Brazilian art and design, she devotes part of her work to travel and research across different regions of the country, work that feeds the search for new names and references featured in her curatorial picks.

Reserved for creators with limited production runs, the Projeto Célula area serves as a showcase for names still building their trajectory in the decor and gift market. It brings together, at this edition, Ari Beraldin Jr, Atelier Watson, Avoá, BZ Concept, Ceyla Lacerda, Danielle Raiola fatto a mano, DZT Objetos, Diamo, Francis Petrucci Design, Greghi Design, Ingrid Peixoto, Innovare Fragance, Luli Ateliê, Mercatto Casa, Mimo Galeria, Nefelibata, Oiamo, OIO Design, Priscila Vannucchi, RD Acessórios, Regina Medeiros, RicMelo Design, Roda, Sandra Arruda Design, Studio Jader Rodrigues, Trulli, Ventura Vidros and W. Bibiano Quadros. The selection favors pieces made by hand or in small batches, often signed by a single creator from start to finish of the production process.

Stacked pieces by Avoá, one of the brands selected for the Célula Project, curated by Cristiane Rosenbaum. Photo: Courtesy of Avoá

A different approach guides the A Alma Brasileira showcase, also curated by Rosenbaum. Rather than focusing on production scale, the curatorial project brings together brands and designers whose work engages directly with national art and culture, highlighting Brazilian techniques, materials and references in authorial design. This year’s lineup includes Áurea Sacilotto Objetos, D’Unir, Fifa Polito, Gio Wives, Loja Lendária, Lu Barros, Oca Design, Sandra Barreiro and Santo Torno.

Together, the two projects reinforce ABUP’s role as a platform supporting small and new exhibitors, offering commercial visibility to professionals who, without this kind of dedicated space, would struggle more to compete for attention alongside brands already established in the sector.

Trends on Display

Bright colors and nature-inspired tones dominate the booths at this edition. Elegant tableware pieces share space with objects exploring natural materials and organic shapes throughout the show’s aisles.

International culinary references guide new releases from Fiorella Cerâmica, which is showing handcrafted, microwave-safe pieces. Among them is the 200-ml Bonjour Madame mug from the Paris collection, along with a Japanese-style set featuring four colored individual plates, four shoyu dishes, four chopstick rests and a rectangular serving tray.

Hand-shaped, the Vaso Duna is Studio SALP’s main launch at the show. The piece has an organic form inspired by the ripples of sand dunes and is produced using the Japanese neriage technique, which combines two clays of different tones. The process reveals natural stripes and unpredictable patterns, making each piece unique, the brand said.

“Duna” Vase, by Studio SALP, hand-shaped using the Japanese neriage technique. Photo: Courtesy of Studio SALP

Reconnection with natural elements also drives the biophilic decor trend, seen in shades of green and terracotta applied to ornaments, fabrics and pillows on display at the show. In that vein, Casa Bonita presents the A Cor da Terra collection, a series of totems whose palette, ranging from light beige to ochre, rust, brown and graphite, references the diversity of Brazilian soils.

Totems from Casa Bonita’s “A Cor da Terra” collection, inspired by the diversity of Brazilian soils.Photo: Courtesy of Casa Bonita

Lines for Children

With an eye on Children’s Day, a key date for national retail, brands are showing products aimed at young shoppers. Among the launches are the Casinha table lamp from Modaly Baby and sports ball-shaped pillows from Rian Tricot.

Playful objects also extend to adult shoppers. By Poli, a leading name in polyester resin pieces, is showing the Jogo da Velha and Puzzle 2 side tables, created in partnership with designer Tiago Curioni.

“Tic-Tac-Toe” Table by By Poli, created in partnership with designer Tiago Curioni. Photo: Courtesy of By Poli

Decorative Lighting

New lamp designs round out the list of launches on display. A wooden base and bouclé fabric shade define the Elíptico lamp from Madelustre, a piece designed to soften ambient lighting. The Duna lamp, from Rosa Maria Home Decor, features a rounded wooden base and a handmade crochet shade whose weave allows light to pass through gently.

This Madelustre lamp combines a solid wood base with a handcrafted woven shade. Photo: Courtesy of Madelustre

Authorial Art and Jewelry

Part of the A Alma Brasileira lineup, artists such as Áurea Sacilotto, Fifa Polito and Sandra Barreiro reinforce the show’s authorial character. Devoted to jewelry making for more than 25 years, Sacilotto explores materials and techniques outside the conventional, combining metals and sustainably sourced wood in her creations.

One of her most recent works, the Espelhos Trio collection, offers a reflection on subjectivity and the passage of time.

A detail from the “Espelhos Trio” collection by Áurea Sacilotto, in copper and gold. Photo: Courtesy of Áurea Sacilotto

“Mirrors function as a window into another dimension, an inverted world or the realm of dreams,” the artist said, adding that the series suggests a visual abyss, with space repeating infinitely.

A Alma Brasileira showcase brings together other authorial pieces reinforcing the celebration of national art and culture at this edition of the show.

Details on accreditation, the full exhibitor list and the ABUP SHOW 2026 schedule remain available on the association’s official website until the event closes Thursday.

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