Client: Theatro Municipal de São Paulo

Creating a visual language that honors a century of architecture — and opens it to new audiences.

The Theatro Municipal de São Paulo is one of Brazil's most celebrated cultural institutions — a century-old theater whose architecture is itself a work of art. The design challenge was both a tribute and a bridge: how do you create a visual system that honors that legacy while making the theater feel contemporary, accessible, and relevant to new generations of audiences?
I asked Kiko Farkas if I could take a stab at it, and he said sure. This was a pro-bono concept project for the theater.

Beginning with sketches, photography, and physical prototyping, I developed a visual system rooted in the theater's architectural language — its arches, its materiality, its relationship to sound and movement.

The final pitched system included a catalog, poster series, apparel, and environmental collateral — each piece designed to carry the theater's identity into new contexts without diluting what makes it extraordinary.

The resulting visual system gave the Theatro Municipal a design language that could live across formats — from intimate printed programs to large-scale environmental applications — while remaining unmistakably, powerfully itself.