International celebration of UNESCO’s title, blending literature, innovation and spectacle to engage citizens, media and the Community of Portuguese Language Countries (CPLP), projecting Rio globally.
The main objective of Rio World Book Capital 2025 was to transform UNESCO’s title into a living experience, projecting Rio as a global cultural and literary reference. Beyond protocol, the aim was to create an innovative celebration that connected tradition and future, engaging citizens, tourists, media, and the Community of Portuguese Language Countries (CPLP) in a collective movement to value the Portuguese language. The initiative sought to strengthen the city’s literary identity, generate cultural pride, and establish lasting symbols such as the Literary Box, designed as an itinerant legacy. Throughout the project, the goal was to attract international attention, expand cooperation among Portuguese-speaking countries, inspire new readers, and consolidate literature as a tool for inclusion. The intended impact was to reposition Rio de Janeiro as a cultural and diplomatic hub, fostering social engagement and leaving a legacy that transcends the official calendar.
The project’s creativity lay in breaking protocol and turning the title into a spectacle. The creative concept “Rivers of Words” shaped a celebration that merged literary tradition with technological innovation. The Literary Box, created with all CPLP countries, became an itinerant symbol of memory and cultural cooperation, inaugurating a new tradition for future capitals. The official brand was revealed in a scenic act and reproduced in instagrammable installations, personalized posters, and photo opportunities, generating strong visual appeal and digital engagement. At the launch, the Teatro Carlos Gomes was transformed into a scenographic book, with a curved interactive screen that dialogued with artists, poets, and musicians, converting formal speeches into engaging dramaturgy. Slam poetry, passinho dance, and popular music expanded diversity. This integration of literature, urban art, and technology innovated by turning the book into a living, emotional, and shareable experience,
