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Rubens Gerchman was the first director of Escola de Artes Visuais do Parque Lage (EAV), serving from 1975 to 1979. Under his administration, a philosophy of experimental teaching was introduced.
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The teachers working at the school in this formative period were a mixture of artists and thinkers from the city's art and cultural scene.
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According to Gerchman, EAV was conceived as an “open, interdisciplinary structure integrated with a cultural reality that envisages pushing back the established boundaries of artistic creation and thinking, supplying the students with the means for a new (personal) form of thinking and doing.”
