Every detail spoke the language of the story itself
The launch event featured sophisticated décor inspired by high jewelry aesthetics and the protagonist's luxury home, creating an immersive experience for media and industry figures. Cast members including Letícia Colin, Agatha Moreira, and others were spotted arriving back in Rio on Friday morning following the celebration.
- Launch event held at Jockey Club in São Paulo with over 400 guests
- Cast members including Letícia Colin and Agatha Moreira returned to Rio on Friday, May 15th
- Décor inspired by high jewelry aesthetics and protagonist Arthur Brandão's luxury home
- Custom cocktail menu created, including drinks titled 'Todo Cuidado É Pouco' and 'A Grande Noite'
The cast of Globo's new prime-time novela 'Quem Ama Cuida' returned to Rio de Janeiro after an elaborate launch celebration in São Paulo that hosted over 400 guests at the Jockey Club.
The morning after the party, they came home. Cast members from Globo's new prime-time drama "Quem Ama Cuida" touched down in Rio de Janeiro on Friday, May 15th, returning from an elaborate launch celebration that had consumed the previous evening in São Paulo. Among those spotted at the airport were Letícia Colin, Agatha Moreira, Rosi Pinheiro, Guilherme Piva, João Vitor Silva, and Débora Evelyn—faces now tied to a production that had just been formally introduced to the industry and press.
The night before had been something else entirely. At the Jockey Club in São Paulo, more than 400 people had gathered for the unveiling of the new 9 p.m. slot drama. The guest list mixed journalists, market figures, and opinion makers with the show's creative team—writers, directors, and the full cast. The event was designed not as a simple announcement but as an immersion into the world the story would inhabit.
Every detail of the space had been orchestrated to reflect the narrative's central universe. The designers drew inspiration from high jewelry aesthetics and the luxurious home of Arthur Brandão, the protagonist played by Antonio Fagundes. Elegant fabrics draped the rooms. Mirrors multiplied the light. Intimate lighting created pools of warmth. Decorative jewelry displays lined the path as guests arrived, moving past staircases adorned with floral arrangements and candles, then into main halls where sophisticated installations and environments spoke the language of the story itself.
The sensory experience extended to the palate. A custom cocktail menu had been created for the evening. One drink, titled "Todo Cuidado É Pouco"—roughly, "You Can Never Be Too Careful"—mixed Sicilian lemon with spices and herbs. Another, "A Grande Noite" (The Big Night), built itself around gin and citrus. The food and drink were not afterthoughts but part of the narrative architecture.
As the night deepened, the energy shifted toward performance. The São Paulo funk collective Funk Como Le Gusta took the stage, joined by singer Paula Lima. The music moved through Latin rhythms, Black music, and samba-rock—a deliberate choice to anchor the celebration in the cosmopolitan pulse of the city where the drama unfolds. The show was meant to capture something essential about São Paulo itself, even as the novela's story is set in Rio.
That tension—between where the party happened and where the story lives—underscores what the production is attempting. "Quem Ama Cuida" belongs to Rio de Janeiro in its narrative DNA. Yet the launch event in São Paulo was designed to emphasize the show's connection to both cities, to position it as a story that speaks to the energy and sophistication of urban Brazil. By Friday morning, the cast had returned to Rio, carrying the momentum of the previous night with them. The real work—the nightly broadcast, the audience's judgment—was about to begin.
Notable Quotes
The party was designed to translate the protagonist's world of refinement and luxury into physical space for guests to experience— Event design concept
The Hearth Conversation Another angle on the story
Why hold the launch in São Paulo if the story is set in Rio?
The show needed to reach the industry and press where they concentrate. São Paulo is the media capital. But the design of the party itself—the music, the aesthetic choices—was meant to honor both cities, to say this story belongs to the whole country.
The décor sounds very deliberate. What was it actually trying to communicate?
It was translating the protagonist's world into physical space. Arthur Brandão lives in luxury, in refinement. So the party became his home for a night. Guests walked through it the way viewers will walk through his life on screen.
Over 400 people is a significant crowd for a launch. Who were they?
Press, mostly. Entertainment journalists, critics, people who shape how the show gets talked about. Market figures—advertisers, distributors. Opinion makers. The people who decide whether a novela becomes part of the cultural conversation.
And the cast flew back to Rio the next morning. Does that suggest anything?
It suggests the party was a single event, a threshold. The real work happens in Rio, where they film, where the story actually lives. The launch was the announcement. Now comes the execution.
The custom cocktails—were those just decoration, or do they matter?
Everything in that space mattered. The drinks had names that echoed the story's themes. They were another language the party was speaking. You don't create a custom menu unless you're trying to make the experience coherent, unified. It's all of a piece.
What does a launch like this tell you about how Globo sees this show?
That they believe in it. That they're willing to invest in the presentation, in the ritual of introduction. A launch this elaborate is a statement of confidence. It says: this story deserves your attention.