DW! São Paulo Design Week: interview with Lauro Andrade, founder

On the occasion of DW! São Paulo Design Week 2025, we interviewed Lauro Andrade, founder of DW! São Paulo Design Week. He has a managerial background with an MBA, and he previously served as executive director at companies such as Brahma, Sebrae, Pizza Hut, and Canguru Embalagens (1993 to 2003). He managed Latin America’s largest coatings, architecture, and decoration B2B fair, Expo Revestir, as well as the International Architecture and Construction Forum, for 14 years (2003 to 2017). At the same time, he organized over 30 events in 12 countries across four continents (2006 to 2017). Then, he founded Summit Promo (2003), where he designed and created DW! São Paulo Design Week (2012) and High Design Home and Office Expo (2016) — an events company he still runs today. We spoke with him about the potential of design weeks as engines to foster the growth of creative activities.

Discover São Paulo Design Week 

Lauro Andrade

São Paulo Design Week: a financial venture to bring value  

Can you start by telling us a bit about what you do and how you’re involved with São Paulo Design Week?
Well, I would start by explaining my role as the founder of DW! São Paulo Design Week. Actually, I’m not a creative person in the conventional sense. I’m more of a networker, a connector — someone who brings people together and creates networks. When we create these connections, we generate value. At DW! São Paulo Design Week, we involve interior design, graphic design, film, events, digital media, and magazines, so the opportunities are endless. My role, then, is primarily operational – handling the movement and connections, including working with the media.

How did São Paulo Design Week start?
Since the very first year, we’ve operated as an event to make – also – profit. Our model is somewhat similar to the London Design Festival, where the founder, Sir John Sorrell, runs the event with a company behind him, as well as a chairman and a CEO managing operations. In Milan, for example, things are different, as every Design District in Milan refers to one or more different organization(s). But here in São Paulo, there’s just one organizer – my company – and we manage the entire event and the movement surrounding it. So, in short, São Paulo Design Week started as a financial venture aimed at bringing value to the city.

Discover Milan Design Week 

Exhibition at Lar Center

The Design Weeks: the impact on the cities

This is quite interesting. After 14 years, what do you think has been the impact of São Paulo Design Week on the city?
The impact has been significant in different ways. Let’s look at tourism: the design festival attracts visitors from all over Brazil and even from other parts of Latin America. In our first year, we had 60,000 visitors, with 40% coming from outside São Paulo. These visitors bring their interest in design and an interesting financial boost to the city. The festival has also contributed to the revitalization of some downtown areas that were once abandoned. It has also been pivotal in integrating Brazilian designers into the national conversation and even into politics, which wasn’t happening fifteen years ago. We’ve created a niche market for design that has blossomed into a multi-billion-dollar industry. In our first year, the Week involved 40 creators ; last year, there were 1,200 creators, showing the tremendous growth we’ve seen in the creative sector.

The first São Paulo Design Week was in August 2012, right? But it’s now held in March, alongside Expo Revestir. Do you think this is a better fit?
Yes, in fact, it’s a strategic decision. In Brazil, there are over 200 million people, and many of them are involved in the design, construction, and retail sectors. By aligning DW! São Paulo Design Week with Expo Revestir, we attract an audience that is already interested in design. As I used to be the director of Expo Revestir, I know that people typically spend only one day at the trade show, but then they stay for an additional two to four days for Design Week activities. The two events complement each other. While Expo Revestir brings in industry professionals, DW! São Paulo Design Week appeals to a broader public. We are not competitors, we’re complementary.

Do you believe that the Design Week movement in cities across the world has a positive impact on their local economies?
Yes, absolutely. A Design Week brings not only tourism but also stimulates business growth, local partnerships, and innovation. It creates a dynamic exchange that brings people together – designers, entrepreneurs, and businesses – and generates a lot of energy and activity in the city.
São Paulo Design Week is particularly valuable in Brazil because it connects creators with producers and partners. It’s essential for Brazil to become less reliant on copying foreign designs and instead develop its own creative identity. The next step for us is to make design more accessible to the broader population, not just professionals or retailers. We want to make it more democratic and show that design is not just about aesthetics – it’s about improving quality of life.

Discover London Design Festival 

Paisagem Frontal, Unilux City Spot

Design Weeks: a worlwide phenomenon

You are now on the board of the World Design Weeks organization. Can you tell us about your role there and the goals of the organization?
Yes, I’m honored to be on the board, although it’s only been a few months. The World Design Weeks organization is still young, but it brings together over 40 design weeks from cities around the globe – also from places as far-reaching as Alaska and Australia. The goal is to share practices, experiences, and ideas. We aim to learn from each other and support one another in growing our local movements. It’s a wonderful opportunity to connect and bring forward creative solutions from all over the world.

The evolution of São Paulo Design Weeks

What’s next for São Paulo Design Week? Do you plan to expand to other cities in Brazil?
Yes, actually! São Paulo is, and will remain, the main hub for Design Week in Brazil and South America. But because Brazil is so large, we want to create Design Weeks and Events in different regions of the country. By 2026, we aim to have at least one Design Week in each major region of Brazil. For example, we already have plans for smaller events in cities like Santa Catarina and Rio de Janeiro. The first edition of Rio de Janeiro Design Week will happen in June 2025, and we’re also planning a Design Week in Brasília in September.
We’re calling these smaller events “Design Week Tours,” where we’ll have a scaled-down format compared to São Paulo’s massive event. The activities will include product launches, curated exhibitions, and showroom events, all adapted to each city’s size and characteristics. However, the overall concept remains the same: connecting creators, brands, and the industry.

Discover Clerkenwell Design Week 

Sci-Fi Rural

Do you think it’s possible for a Design Week to be successful without a trade show, or do you think a trade show, like Expo Revestir, is necessary?
We started São Paulo Design Week in 2012 without the partnership with Expo Revestir, and it’s been successful since the first edition. While we’ve formed partnerships with other events, we’ve always prioritized what would work best for our visitors. Having a trade show like Expo Revestir aligned with Design Week makes it more convenient for industry professionals. It’s all about the experience we’re creating for our visitors – and offering Design Week alongside a trade show makes it a more complete experience.
In Milan, for example, the Salone del Mobile and the Design Districts are self-organized, but they complement each other. São Paulo follows a similar model, where Design Week activities are separate but complementary to other events. It’s important to note that the significance of São Paulo Design Week goes beyond just the calendar – it’s becoming an essential part of Brazil’s design culture.