Cycle of Talks on Art Direction | Pedro Caride

Conversations with Pedro Caride, creative director. This cycle of conversations is part of the ESAP/SATH project Art Direction: Methods and Practices II.

Pedro Caride was born in Lamego, but it was in Porto that he charted his professional path. In 1997, after living for 5 years in Lisbon, where he took a Marketing course at IADE, he moved to Invicta, where he created Por Vocação.  This “concept store” in the men’s fashion segment quickly conquered the national and international market, largely due to its unique windows that left no one indifferent. In 2007, the Por Vocação blog was born with the aim of creating a digital community for the launch of the online store. A successful task, which led to international sales of around 99%, when the online store was launched in 2009. The creation of creative content, ranging from videos, to photographs, but also innovative concepts caught the attention of not only consumers, but also brands and companies. Thus, requests began to emerge for Pedro Caride to develop creative projects for national and international brands. Beijing, Shanghai, Seoul, Los Angeles, Sandiego and Milan were some of the cities where he developed the most diverse projects. First there were the windows, then the stands, then the exhibitions, installations, events, photography campaigns, etc., and in 2013 Estúdio Criativo Por Vocação was born. Today, it is to creative direction, in the most diverse areas, and to curation, that Pedro Caride and “his” Por Vocação dedicate themselves 100%. He believes that the secret to success is not in doing better, but rather “in doing things differently. Through the difference that comes from creativity, we are able to have greater notoriety with a smaller investment».