Activation for the musical Hair at the Riachuelo Theater

In July 2025, the iconic façade of the Riachuelo Theater, located in downtown Rio de Janeiro, received a temporary decoration to promote the new show on stage: the musical Hair — Let the Sun Shine In. Atypique was responsible for developing the brand activation that reflected the atmosphere of the play, dialogued with the city, and coexisted in harmony with the listed architecture of the venue.

The proposed set design visually conveys the essence of the show. The central element of the installation is an astral mandala composed of metal structures, translucent fabrics, PS, EVA, and hand-painted canvas, forming a cosmic map with the 12 signs of the zodiac, permeated by moons, stars, and solar figures. The mandala symbolizes the connection between humans and the universe, reflecting the collective and cosmic spirit of the “Tribe” — the name given to the group of hippies in the musical — which seeks to awaken a new consciousness. The signs represent the multiplicity within the collective, reaffirming the message of acceptance and coexistence. The vibrant colors were inspired by the psychedelic aesthetics of the 1960s, evoking the hippie energy and creative freedom of Hair. The intense palette transforms the façade into a visual manifesto, an explosion of color and symbolism that announces the show even before the curtains open.

The relationship with the Riachuelo Theater, a building dating from 1890 and listed as a heritage site, was a central point of the project. The hollow mandala was designed to interact with the façade without obscuring it, allowing for organic integration—as if this scenography had always been part of the building. The materials chosen followed the same principle of lightness and respect: metalon painted in shades that simulate Corten steel, translucent fabrics, and finishes that harmonize with the façade’s palette. The installation used only six fixing points, located on the balconies, with ropes and straps protected by foam, avoiding any structural damage. The entire assembly was designed with lightweight and resistant materials, ensuring safety, easy assembly, and weather resistance during the three months of exhibition.

The project was designed to function fully during the day and at night. Under natural light, the bright colors and textures maintained their vitality and presence. At night, lights installed above the theater marquee were directed at the mandala, activating the set design and revealing new chromatic dimensions. The interaction between light and fabric created an immersive and psychedelic atmosphere, in tune with the sensory universe of Hair. The process of creating and executing the mandala was collaborative and artisanal. The shapes of the outer circle—stars and flowers—as well as the central elements, were produced in golden materials with a texture similar to Corten steel, highlighting contours and bringing a warm and sunny feel. The five larger symbols, arranged in the inner ring, were made of molded wire and translucent white fabric, hand-painted with acrylic paint. This material allowed for excellent light reception, creating the effect of luminous lanterns at night — the same used for the “HAIR” sign, a central element that reinforces the show’s identity.