Gramado recaptures its essence with a cultural and educational movement inspired by hydrangeas

Gramado is about to embark on a new chapter in the appreciation of its history and cultural identity with the Hydrangeas Project - an initiative that goes far beyond beautifying the city. On Monday, the 29th, the Hotel Bavária in Gramado welcomed the press and local authorities for the presentation of the project's sponsors.

Fourteen prominent figures from Gramado will sponsor the project, contributing to the work of education focused on tourism and hospitality. Among the godmothers is Iraci Casagrande Koppe, 93, who was the first queen of the Hydrangeas, elected in 1958, the year of the first Hydrangea Festival. Jussara Hoppner, owner of Mini Mundo, former mayor of Gramado Pedro Bertolucci, and Major Cláudia Maldaner are also part of the group.

The current Secretary of Agriculture, Eliezer Lima, the Secretary of Education, Simone Tomazelli, the president of Gramadotur, Rosa Helena Volk, and the owner of Hard Rock Café, Gabriela Michaelsen, alongside with Maria Helena Acorsi Willrich, Professor Daniel, Professor Romeu Riegel, artist Rita Gil, and young Matheus Tomazelli and Gabriela Thoen Krause make up the group of 14 names.

The official launch of the Hortênsia project is scheduled to take place during the 37th Festuris - International Tourism Trade Show, in November, within the traditional Luxury Area. The project proposes a movement to rescue the essence of Gramado, inspired by the flower that transformed the city into one of the most enchanting tourist destinations in South America: the hydrangea.

HORTÊNSIA PROJECT - Conceived by businesswoman Beatriz Gehlen, curated by Luciana Thomé, and produced by Rossi & Zorzanello, the project aims to strengthen the community's sense of belonging, connecting Gramado's past, present, and future through educational, cultural, and social actions, naturally combining everything with the tourism economy that has made the destination a global reference.

One of the pillars of the Hydrangea Project is integration with the city's education network. Students from Gramado schools will participate in activities that include the distribution of teaching materials, workshops, and content on the importance of the hydrangea as a local symbol and for welcoming visitors. The initiative aims to build a cultural legacy from childhood, connecting generations through the flower that has shaped the city's identity.

In addition, there are plans to plant hydrangeas, create a children's book, and develop an educational game, reinforcing the commitment to education and the appreciation of local knowledge.

“Hydrangeas were the catalyst for Gramado's economic development.”

This statement comes from Marta Rossi, CEO of Rossi e Zorzanello and Festuris. With activities planned throughout the year, the Hydrangea Project aims to be much more than an aesthetic celebration. “It is a profound, emotional, and social rescue effort that aims to rekindle pride in being from Gramado and leave a lasting legacy for future generations,” emphasizes Marta.

“I first visited Gramado when I was fifteen. I was immensely charmed; the hydrangeas were in bloom. For me, it was the city of my dreams. My wish is that Gramado and the neighboring communities that are part of the region unite with the same goal: to make the region increasingly beautiful and filled with hydrangeas. Unity is strength. Let's teach children and adults alike the importance of hospitality and our symbolic flower," comments the project's creator, 87-year-old Beatriz Gehlen.

“What we want is to create a movement to rescue and enhance the identity of Gramado's tourism and hospitality, inspired by hydrangeas. This is an initiative that combines tradition, innovation, and education, with an eye toward a sustainable and culturally rooted future,” says curator Luciana Thom

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