Vila Olímpia Shopping Center is about to become home to an exciting homage to driver Ayrton Senna. From August 27th do September 21st, it will host the “Ayrton Senna na Cabeça e no Coração” (Ayrton Senna in Our Minds and Hearts) exhibit. For the first time in São Paulo, the exhibit is curated by designer Rodrigo Câmera, who brought together one of Senna`s original helmets – the one used by him at the 1994 Brazilian Grand Prix – and 30 helmets that were customized by invited personalities.

The São Paulo Edition of “Senna na Cabeça e no Coração” features 31 items, eight of them exclusive, signed by actors Thiago Lacerda and Reynaldo Gianecchini; artists Zezão and Letícia Matos; TV hosts Otávio Mesquita and Felipe Andreoli and soccer player Daniel Alves. One of the pieces was created by Alan Mosca, son of Sid Mosca, a pioneer in developing visually identifiable helmets for racecar drivers, including Ayrton Senna himself. Mosca’s goal was to create an innovative design, combining current trends with Ayrton’s striking personality.

“In the year we celebrate 20 years of Ayrton Senna’s legacy, it is an honor to host an exhibit that is going to bring part of our idol’s universe to all of his admirers”, says Emerson Lucas, marketing manager of the Vila Olímpioa Shopping Center. The exhibit, in a partnership with the Ayrton Senna Institute, will be on display at the ground floor.

Before arriving in São Paulo, the “Senna na Cabeça e o Coração” exhibit stopped by BH Shopping, in Belo Horizonte (MG). Some of the customized helmets come from there, such as the ones by musicians Paula Fernandes and Fernanda Takai; Jota Quest’s singer Rogério Flausini; carnival artist Paulo Barros; fashion designers Ronaldo Fraga, Lino Villaventura, Teresa Santos, Vitor Dzenk and Martielo Toledo; designers Domingos Tótora and Gustavo Greco; jewelry designer Mary Arantes; advertising professionals Carla Madeira and Adriana Machado; artists Rogério Fernandes and Leopoldo Martins; chef Felipe Rameh; architects Léo Dicaprio and Freuza Zechmeister and entrepreneurs Ângela Gutierrez and Érika dos Mares Guia. The personalities invited to customize the helmets had complete creative freedom to honor Senna.