A Hug for the City

It all began in 1673, when the pioneer from São Vicente, Francisco Dias Velho, founded the settlement of Nossa Senhora do Desterro on two leagues of land on Santa Catarina Island, declaring with conviction: “The land is more than good; whoever says otherwise is lying.”

Three and a half centuries later, the prophetic words of our founder still echo.

A Hug for the City gave life to the project Floripa 350 & NDTV – A Hug for the City. A passionate, grand gesture—so the city might feel embraced by everyone. Above all, a provocative embrace. It was about feeling the pulse of the Strong and Living City; the Creative and Innovative City; the Exuberant City, whose true charm lies in its personal and collective identity, in the intertwining of families, in its ancestral memories and stories that bore generous fruit. Stories woven into the very social and political fabric of Florianópolis.

We turned back the clock to recall what had been lived, wrapped in memory, and to meet the men and women who shaped the city—those who once made a difference, and those who continue to do so.

From yesterday came voices and images of other times, long-awaited and shared on this journey through Florianópolis, the “flirtatious young lady” celebrating her 350 years. We wandered through the present, dreaming of tomorrow, and dared to imagine a legacy for the future —a developed, creative, sustainable, and entrepreneurial Florianópolis that, above all, respects its sacred land—the divine gift we are entrusted to pass on to generations yet to come.

Ten months of intense work, exchanges of knowledge and experiences, and tireless dedication mobilized hundreds of Grupo ND professionals, along with artists, writers, managers, entrepreneurs, and partners of this grand multimedia project. All were united in the desire to share information, document and contextualize, and to offer a plural, multicultural gaze—one that conversed with history, culture, literature, economy, technology, commerce, industry, and the arts in their many expressions.

Along the way, certain questions kept returning: how many stories are out there, and how little do we know? How to weave together the interviews, the stories, the legacy for the future? How to embrace every community and wrap up 350 years? The solution: ten cycles of 35 years each, diving deep into Floripa’s path across three and a half centuries.

The results were impressive: 550 minutes of special reports aired; 20 pages of coverage in Jornal ND; countless stories posted on the ND Mais Portal; the Floripa 350 & NDTV special supplement; and a calendar full of cultural and sporting events.

The strategy was clear: through all of Grupo ND’s media outlets, to deliver a true birthday gift to the city. To celebrate Floripa in her fullness. To highlight 275 years of Azorean heritage—the cultural traditions of Portuguese settlers from the Azores, who arrived in the 18th century and left a lasting mark on the island’s customs, cuisine, religious festivals, and ways of life. To showcase the “manezinho” spirit—a nickname for the local people of Florianópolis, known for their distinct dialect, hospitality, and strong ties to the sea. To recall the contribution of immigrants who came in the 19th century—and who still arrive today. To recognize the legacy of recent development while sparking reflection on the city we are building now, and the one we want for the future. To surprise with exclusive stories of real meaning and value.

Nothing was overlooked within the pillars of Floripa 350 & NDTV: historical memory, celebration, active living, creative economy, entrepreneurship, appreciation of nature, real lives, culture, and literature.

The widened historical lens revealed where it all began, stretching into the 21st century and opening the windows of communication wide to deliver one great embrace—the ultimate priority of Floripa 350 & NDTV. Quite literally, we embraced! We went out to the people—in the streets, squares, neighborhoods, and districts—unveiling the city’s inner life and discovering its hidden wealth.

Centuries-old traditions were celebrated, such as the Feast of the Divine (Festa do Divino Espírito Santo), which originated from the Azores and remains central to the island’s spiritual life, and the Procession of the Steps, a Catholic Holy Week tradition. Events were revived, like the colorful Kite Festival. Sporting events flourished, including regattas, soccer championships, marathons, cycling tours, and more. And in the island’s paradise landscape, 350 guarapuvu trees—a bright-yellow-flowering tree considered the island’s symbol—were planted.

The project culminated in the magnificent Music in the Churches. Concerts held in seven historic churches, under the baton of Giovani Pacheco and performed with the excellence of the Septeto Sinfônica Instrumental, filled the city with the magic of classical, sacred, and popular music. Music in the Churches left an indelible mark of collective emotion, and for me personally, a cherished gift: the reunion, at its final concert, with my childhood friend Luzia Ribeiro Feijó of Trio Cruz de Malta, whom I had not seen since 1958.

Such are the wonders of Floripa 350 & NDTV! Now eternalized in geographies of affection—for all generations to come.

2023

Author’s Note: The project “Floripa 350 & NDTV – A Hug for the City” received the Top One Citizen Company Award 2024, granted by the Sales and Marketing Directors Association of Brazil (ADVB/SC). I feel immense pride in having served as a cultural curator.

Translated by Diniz Borges

Filamentos is pleased to publish a chapter from Lélia Pereira Nunes’ new book, Casa do Tempo, every few weeks. We are delighted to publish these translations as part of our vision/mission statement: to be a voice for the Global Azorean Diaspora. Brazil has, for many centuries, been an important aspect of the Azorean Diaspora. It is time that we all know each other, regardless of where we live. We thank Lélia Pereira Nunes for the opportunity to translate her important work.