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Whoever looks also creates.
Adriano Tadeu Barbosa and Marcus Yabe are founders and strategic curators of amano. One investigates the signs. The other transforms reading into directing.
Whoever looks also creates.
Adriano Tadeu Barbosa and Marcus Yabe are founders and strategic curators of amano. One investigates the signs. The other transforms reading into directing.
The future does not appear suddenly. He leaves signs.
It is in cities, in fairs, in homes, in hotels, in restaurants. In art, in fashion, in technology. In new consumption habits, generational changes and the way people start to attribute value to things.
Understanding a cultural transformation without knowing what to do with it only produces information. Building strategy without understanding the cultural context produces solutions that get old quickly.
Strategic curation is the gap between these two things. That's where amano works, and it is the interval that the two trajectories that founded the house learned to occupy.
Observe before responding.
Research, interpret and translate the cultural transformations that are redefining architecture, design, interiors, hospitality and ways of living in Latin America.
His work comes from observation. The city, the spaces, the objects, the behaviors. Of what appears on the streets before reaching the reports.
As a cultural researcher, author and international speaker, he transforms repertoire and analysis into strategic intelligence for brands, companies and professionals who need to understand new behaviors, anticipate market movements and identify possibilities for innovation. Field research, cultural curation, behavior analysis and communication are part of the same practice.
He is the author of Personal Marketing is (not) for everyone, with two editions sold out. He is a columnist for Architectural Digest Mexico and Latin America, one of the most influential international architecture and design publications, and the magazine TOPVIEW, in Brazil, where he writes about architecture, design, real estate market, behavior and culture of living.
Before focusing his career on cultural research, he was a professor, coordinated courses in Brazil with an extension in Paris and created pioneering projects dedicated to personal marketing in Brazil and Portugal, including an agency, portal, digital magazine, television and specialized school.
In amano, your vocation is content and relationships. Responsible for the direction of amano — JOURNAL, LIVE — amano e amano — CLUB, and through cultural research, the agenda and language that permeates the entire house.
The world as a field of research.
The investigation is built on movement. Between fairs, biennials, design weeks, exhibitions and cities, following how cultural transformations materialize in spaces, objects and everyday life.
It is not a collection of destinations. It is a living archive of references, behaviors and changes in value perception, then interpreted based on the Latin American reality.
He works at the intersection of strategy, communication, business, content and relationships. His specialty is transforming ideas into platforms and relationships into opportunities.
Throughout his career, he learned to look at brands not for what they communicate, but for the place they can occupy in people's lives. And for relationships not as a contact calendar, but as raw material to build projects, ideas and businesses.
He was CEO of LIDE Paraná, an organization dedicated to connecting leaders and companies in the state, heading the executive operation and building a permanent agenda of content, experiences, relationships and business development.
Before that, he was corporate director of product, content and convergence of RIC Group, operating in television, radio and digital operations, and publisher of TOPVIEW, a period in which the publication expanded beyond the editorial product and created proprietary platforms such as Mais Saúde Award, Personality Award, Architecture Yearbook and Projeto Vidas, in addition to strengthening the TOPVIEW Gastronomy Award.
In People's Gazette, worked as digital and multiplatform business manager, participating in the creation and reformulation of projects such as Estúdio Bom Gourmet, Guia Delivery, HAUS magazine and Viver Bem.
In amano, your vocation is strategy and creativity. Responsible for OFFICE management — amano, amano — CONNECTIONS and ESSÊNCIA — amano, and the house’s positioning, business model and partnerships.
Installed in the historic Palacete Ascânio Miró, in Curitiba, it was designed as a permanent meeting space between businesspeople, executives, brands, universities and public authorities. Based on the original concept of the project, Marcus was responsible for the service design, the operating model and the integrated conception of use of the house, articulating environments, products, experiences and commercial possibilities, in addition to the network of partners and sponsors who signed each environment.
Editorial project conceived not as a publication, but as an instrument for positioning, memory, relationships and reputation building. Within a content ecosystem, publishing no longer means just recording and starts to mean selecting, organizing, providing context and building a narrative capable of lasting.
The projects mentioned on this page belong to the founders' previous professional trajectories and are mentioned as repertoire. They do not imply an institutional, corporate or commercial relationship between these organizations and amano.
The difference is not distance. It's method.
Adriano looks outside. Marcus connects inside. One investigates cultural changes and the signs that are beginning to appear in architecture, design, cities and ways of living. The other observes how these movements gain direction, narrative, relationship and form within organizations.
This difference organizes the seven fronts. Each partner is responsible for the direction of three of them, according to their vocation, and FALAR — amano is driven by both.
Division of vocation, not territory: every project passes through both, and no front belongs to just one person. This is what prevents the house from becoming two businesses under the same name.
Curation is not about bringing together beautiful things.
Nor select what is trending. It's building relationships between apparently disconnected signals, understanding why certain ideas appear at the same time in different places and distinguishing movement from noise.
And then transform that reading into something: a narrative, a product, a space, an experience, a decision.
There is too much information, too much reference, too much image, too much opinion. Having access is no longer an advantage. The advantage lies in knowing where to focus your attention, and choosing requires declared criteria.
An isolated sign is a joke. The work begins when the same gesture appears in different cities, markets and generations, and it is necessary to explain what sustains it underneath.
Seemingly distant movements often respond to the same social pressure. Bringing these ends together is what transforms a dispersed repertoire into usable reading.
Knowledge that doesn't become a decision is entertainment. Every reading needs to reach a consequence: positioning, product, agenda, meeting or strategy.
The format depends on the question.
The founders' activities span different formats, inside and outside the seven fronts of the house. What remains is the method, not the deliverable.
Creative direction applied to business problems, supported by sectoral studies, cultural intelligence and foresight projects, with sources classified by reliability and declared divergences.
Editorial direction, narrative construction, proprietary editorial projects and authorial content for brands and institutions.
Curatorial tables, dinners, immersions, national and international research missions and brand experiences with public architecture.
Six authorial lectures and two applied Claude workshops, one for leaders and the other for those who create, in addition to mediations and courses.
Relationship architecture, host curation, editorial seeding and coordination between brands, institutions, academia and the house network.
Authorial projects and collaborations with architects, designers, artists and industries, from concept to object.
In short.
Not everything that matters makes noise.
Some decisions start before strategy.
They start with the look. In the ability to perceive, to relate things that apparently do not belong to the same place, to recognize a movement while it is still small.
amano is born from this encounter between two repertoires and two ways of looking. A place between research and creation, between culture and market, between thought and presence.
understand how the house worksEvery relationship starts with a conversation. Tell us the context and the challenge, and we will respond with an initial reading of the scenario.
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