MUMBAI: Creativity just got a new code at 404 Innovation Studio. The Galeria Holding company has appointed Arthur Lobão as its new creative director, joining forces with Thayssa Szymanskyj and creative duo Carlos Yanke and Michelle Gorodski, collectively known as Carchelle.
Lobão’s arrival marks a new creative era for the studio, following the integration of part of EST.31, the independent creative outfit he founded in 2024. Known for its equity-based business model built for startups, EST.31 earned international acclaim for rethinking how creativity fuels entrepreneurship, even bagging the title of New Studio of the Year at the Latin American Design Awards 2025.
A self-described hands-on creative, Lobão brings over a decade of experience leading teams across Latin America, including Mexico. He helped build and scale creative hubs at Nubank, NotCo, and Stone, taking them across 12 countries. His portfolio also spans global giants such as Netflix, Google, Amazon Prime, and Diageo, reflecting a blend of tech fluency and artistic finesse that few can match.
“Arthur represents the future of creative leadership,” said 404 Innovation Studio co-founder and chief creative officer Rafael Caldeira. “He doesn’t just craft great ideas, he understands how creativity drives business value at every stage. His mix of entrepreneurial mindset, global experience, and creative sharpness makes him the perfect fit to lead our next phase of growth.”
Lobão shared his excitement for the new role, saying, “Great creative work only happens when you’re fully invested in every layer of a brand, from story to business. That’s why I’m thrilled to join 404 Innovation Studio, a place built to push boundaries and work side by side with brands at their core.”
In his new role, Lobão will oversee creative output across brand strategy, campaigns, and experiences, working closely with clients to craft ideas that spark both cultural impact and business growth. His appointment signals 404 Innovation Studio’s continued commitment to blending strategic innovation with creative excellence, a combination that’s fast becoming the studio’s signature.