LENITA is more than a pink flower truck, it’s a design project on wheels by Studio GRITA.
Created by Nemuel DePaula, it combines two of his favorite things: arts and flowers. Born in Alvarenga, a small farm town in Minas Gerais, Brazil, he moved to the South Shore of Boston along with his family at the age of ten. After Graphic Design school, he founded GRITA; a design studio now based in the Arts District, Downtown LA. Nemuel works with several creatives including the prestigious art-book publisher Taschen; collaborating with brilliant artists such as Ren Hang and David LaChapelle.
In 2016, feeling the need to merge flowers and design, a flower truck was born with this mission. Nemuel purchased a 91’ Dodge Aeromate truck, tuned it up, filled it with fresh blooms so whenever the feeling of escaping the design routine rises, he heads to the Los Angeles Flower Market and local farms, hand-ties arrangements and drives around the city making seasonal blooms available to people who, like him, must ‘stop and smell the flores’. This project is called LENITA, his mother’s name.
On September 03, 2020, LENITA opened it’s first retail shop in Santa Monica.
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Lenita (center), Kilo (left), Nemuel (right) and Leticia (far right)