Mariah Salomão Viana

Architect, Specialist in Architectural Design in the Contemporary City and M.A. in Urban Management. Professor, academic coordinator and supervisor. Vice President of the Culture Committee at the Commercial Association of Paraná, coordinator of the Bienal da Moda and curator of LabModa. Creative Director of Grupo Louvre — NovoLouvre — O NOVO.

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I work at the intersection of strategy and creativity, closely with founders, creatives and teams who are building, transforming and growing businesses in fashion, image and the city for culture-driven companies.

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I am hybrid by nature and by practice. Senior enough to lead, with a commercial eye and confidence in decisions — and deeply immersed in culture, not as an observer, but as someone who moves through it intuitively. I don’t treat culture as a trend to be decoded from a distance, but as the living context that shapes how brands are built, lived and remembered.

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My work moves between brand strategy, creative direction, design, curation, cultural strategy and communication — without turning complexity into heavy, bureaucratic processes. I believe brand strategy is where authority is built; cultural strategy is where differentiation lives today; and communication is not about channels, but about a message with content clear and deep enough to reach, at the right moment, people who are ever harder to impress.

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I partner with teams to set strategic direction, turn ambition into action and build work that is culturally relevant, creatively strong and commercially effective. I collaborate naturally, I make things happen and I am open to being challenged — while able to hold my decisions and my thinking, especially in highly senior contexts.

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At the heart of it all, my focus is on connecting the dots between people, culture and creativity, helping brands move with clarity and confidence in a constantly changing landscape — not a hedgehog, but a fox, in Isaiah Berlin’s sense.