Launched during Festuris in November last year, the Hydrangea Project continues to expand and strengthen its purpose of valuing Gramado’s cultural identity and heritage through education and community engagement. On Tuesday, April 7, the project’s creators, organizers, and sponsors met to align the actions planned for 2026, with a special focus on the participation of the Gramado community and students from the municipal school system.
Conceived by Beatriz Gehlen, the project takes the hydrangea as its symbol—considered the “queen of flowers” in the Gramado region—and proposes a collective movement of cultural preservation, appreciation, and strengthening of local belonging.
Carried out by the company Rossi & Zorzanello, through entrepreneurs Marta Rossi and Eduardo Zorzanello, the project has been gaining momentum by bringing together personalities from different sectors of society. “The idea of the project is expanding. We are building a collective legacy where everyone is involved—sponsors, partners, and soon the entire community. It is a group of people working for a cause, and that is the most beautiful part,” said Marta.
For Eduardo Zorzanello, the project also plays an essential role in shaping new generations. “We want to recover something beautiful that has already been done, working from the foundation of education and focusing on our youth. Education is the cornerstone of the future and also involves valuing our territorial identity, passing on to younger generations the teachings of parents and grandparents,” he stated.
The project’s curation is led by Luciana Thomé, who emphasizes the role of tourism as an educational tool. “We want to strengthen the culture of hospitality in a territory that has grown significantly over the years. The proposal is to bring the community closer by creating a joint movement of cultural appreciation. Educating for tourism is educating for Gramado’s heritage and culture,” she explained.
Among the actions planned for this year, the Hydrangea Project will have a strong presence in schools. Nine educational institutions will participate, involving 16 fourth-grade classes in elementary school and directly impacting around 350 students. Throughout 2026, 16 educational meetings are scheduled, including discussion circles, lectures, and practical activities.
The initiative also foresees the creation of educational and engagement materials, such as comic books, T-shirts, pins, themed pencils, and the character “Dona Hortênsia.” Gradually, new ideas and initiatives are being incorporated into the project, such as a garden competition involving homes and businesses in Gramado, the Hydrangea Ball, and an event on the Municipal Hydrangea Day, celebrated annually on July 7.
Text: Fernando Gusen | fernando@rossiezorzanello.com.brPhotos: Marthina Sorgetz/DisclosureCaption: The project’s creator, Beatriz Gehlen, hosted the organizers and sponsors for an afternoon coffee at Hotel Bavária. Attendees included organizers Eduardo and Marta, curator Luciana Thomé, and sponsors Ricardo Bertolucci Reginato, Celso Fioreze, Rita Gil, Claudia Maldaner, Gabriela Michaelsen, Jussara Höppner, Mari Willrich, Romeu Riegel, Gabriela Krause, Simone Tomazelli, Eliezer Lima, Professor Daniel, and Adriana Silveira
