Igi Lola Ayedun launches HOA Cultural Society—a new non-profit institution in Brazil—will embark on a transformative journey through its dynamic programme. The institution aims to transcend the realms of art and culture through an adjunct focus on identity, justice, and transformation, establishing HOA as a beacon for new possibilities.
Comprising five key programmatic strands including an artistic grant and training programme, an arts and crafts award, a free art school, an award for women artists from underserved communities, and an international residency programme, HOA Cultural Society aims to be a model and vehicle for change and impact.
HOA Cultural Society has been conceived byIgi Lola Ayedun, a pioneering Brazilian artist, cultural entrepreneur, and the founder of HOA (formerly House of Ayedun) which operated previously as one
of Brazil’s first Black-owned commercial art galleries, based in São Paulo. Now, HOA Cultural Society
continues the work she began in the commercial art space.
Moving away from its commercial gallery roots, HOA (Horizon of Arts) Cultural Society ushers in a
shift in identity reflecting a transformation into a broader, institutional vision. The change embraces
ideas of future, legacy, and collective growth, while intentionally moving away from colonial notions of
ownership or staking territories in one’s name. The aim is to foster an inclusive and expansive space
that transcends individuality, opening up possibilities for a shared creative horizon. HOA Cultural
Society aims to foster inclusivity and cultural, gender, social and market equity for Brazilian artists
especially women and those from underserved social backgrounds.
The HOA Cultural Society’s 2025 calendar aims to promote inclusivity, artistic development, and social
transformation:
1 Olaosun Omide Artistic Grants and Training Program (December 2024 to December 2025) – This programme supports young Brazilian artists from marginalised backgrounds, providing financial grants and mentorship, rooted in decolonial and Black feminist perspectives, to help dismantle the Eurocentric art canon and promote social equity
2 Tova Fischer Arts and Crafts Award (February to December 2025) – Aimed at students from underserved backgrounds pursuing higher education in the arts, this award provides financial support and encourages recipients to engage in community workshops, fostering artistic skills in public schools
3 HOA Free Art School (March 2025 to January 2026) – This initiative offers free, online courses focusing on Contemporary Art Curation and Cultural Management for Museums, promoting critical and inclusive educational practices in the arts
4 Benedita Award for Women Artists (September to December 2025) – This award recognises and supports women artists with at least ten years of experience, providing substantial financial backing and promoting their work through a curated publication, emphasising gender equity in the arts
5 Horizonte International Residency Program (April to June 2025; September to October 2025) – This is a collaborative initiative by HOA Cultural Society in partnership with the Institut Français, the French Embassy in Brazil, and the French Ministry of Culture, launched as part of the Cross-Season Brazil-France exchange. Beginning in April, HOA will send Brazilian artists for a 10-week residency at Dos Mares, an international art research centre in Marseille. During the residency, the artists will develop researchcreation projects exploring the themes of ecology, territories and social identities, with curatorial support, deepening their research into the intersections between the environment and social justice. From September 2025, this residency programme welcomes francophone artists from Brazil, Africa, mainland France, and the French Overseas territories to Brazil. The residency focuses on themes of identity and cultural exchange, while providing support for creative projects and community engagement, strengthening relations between Brazil and France, in line with the objectives of the Saison Croisée France-Brésil 2025
Launching April 2025 – a floating art pavilion on the Pinheiros River by Igi Lola Ayedun
Courtesy Hoa Cultural Society”>
Conceived by Igi L??lá Ayedun in collaboration with METRO Arquitetos, IOA (Island of Arts) is an immersive art installation, a monument-pavilion that explores the fusion of art and architecture as a
vehicle for sensory and cultural experimentation. The IOA transcends the traditional concept of a static
contemplative space, transforming into a site where artistic expressions engage the public through
immersive experiences, integrating sustainability, technology, and spirituality at its core. The pavilion
will exhibit 10-15 artists participating in HOA Cultural Society programmes.
IOA is a public project commissioned by AGUAS ABERTAS, an initiative dedicated to reimagining the Rio Pinheiros through art and architecture during its de-pollution process. Curated by Gabriela de Mattos (Golden Lion recipient at the 18th Venice Architecture Biennale) and Paula Alzugaray (one of Brazil’s foremost art critics), IOA represents a pivotal cultural endeavour.
While the one-year programme will feature artists associated with HOA Cultural Society, the project
itself is commissioned by the State of São Paulo through SABESP, the state’s public water company.
Furthermore, the IOA benefits from the endorsement and official seal of the Brazilian Ministry of Culture and the Federal Government, underscoring the collaborative efforts of key institutions supporting this transformative initiative.
The launch will coincide with Brazilian art fair SPARTE 2025.
About Igi Lola Ayedun
Igi Lola Ayedun is a multimedia artist and cultural organizer working with painting, video, 3D digital sculpture, photography, and sound, based between São Paulo and Paris. She is the founder and director of HOA, an art organization that offers a decolonial perspective on contemporary art, focusing on artists from the global majority. With an extensive editorial career, Igi began her journey nearly 20 years ago in journalism and has been recognized by Visionaire (USA) as a prodigy of her generation, contributing to national and international publications such as Vogue, Elle, L’Officiel, Harper’s Bazaar, O Estado de São Paulo, O Globo, Marie Claire, I-D Magazine, among others. Recently, Igi was named one of the 10 women currently leading the Brazilian art market by Folha de São Paulo.
During French President Emmanuel Macron’s visit to Brazil in March 2023, Igi was selected as one of the leading Brazilian figures in culture, sports, and literature to attend a dinner with the French Head of State in São Paulo and participate in a consultative panel. She contributed to creating guidelines for the cross-season celebration of the Year of Brazil in France and the Year of France in Brazil, focusing on her dedicated engagement with youth culture.
Her artistic work has been exhibited at Pivô/IMS, winner of the ZUM Photography Prize from the Moreira Salles Institute, the MAR – Museum of Art of Rio de Janeiro, the MIS – Museum of Image and Sound, the Pinacoteca of São Paulo, Christie’s Rockefeller Plaza – New York, the Tomie Ohtake Institute, ETOPIA Center for Art and Technology – Zaragoza, Teatro Oficina, among others. Ayedun is distinguished by her chameleonic professionalism, her ability to mobilize popular youth, and her dedicated work in raising cultural awareness among young people through contemporary art, creating opportunities and interactive experiences.