April 3-4, 2025
The 2025 International Festival of Learning Culture (From Control to Culture) brings the perspectives of Design and Innovation to take Corporate Learning beyond the obvious.
→ LIVE STREAM WITH TRANSLATION (free)
→ IN-PERSON WITH NETWORKING AND EXPERIENCES IN SÃO PAULO [limited tickets]
organizers
sponsors
The fields of Learning, HR, and T&D increasingly need individuals who dare to redraw the boundaries of what’s possible in learning experiences. Curators who see connections where others see chaos. Minds that choose the unpredictable when the obvious would be safer.
Connect with those who seek to create what seems impossible. Because, in a world that takes refuge in certainty, we choose to cultivate creative doubt. In a market that demands answers, we prefer to ask the questions no one has dared to ask yet.
On April 4 (Friday), you can watch the live stream of CTRL > CLTR 2025 for free.
Register now and add the event to your calendar.
With limited spots, the in-person event offers an exclusive experience: transformative content, networking, and immersive activities in São Paulo. Secure your ticket and save the dates, April 3 and 4.
for R$ 1600,00
(early bird)
Master in Management and Public Policy from FGV and has over 12 years of experience in social impact, strengthening strategic management and leadership development in the Brazilian public sector. She is a Programs and Engagement Manager at the Lemann Foundation, a member of the Board of Directors of the Brazil Fund for Human Rights, and a member of the Columbia Women’s Leadership Network. She believes in learning as a driver of collective transformation.
Dinye is an award-winning Training and Development (T&D) strategist, specializing in turning challenges into opportunities and strengthening tech startups. Originally from Indonesia and based in Germany, she creates and leads initiatives that drive team and leadership development, fostering a learning culture that promotes innovation and organizational growth.
Arantxa currently leads the Product division at EF Education First, after serving as Program Director at Microsoft and Business Manager at the Vodafone Group. An expert in business strategy, product management, and leading multicultural teams, she combines design thinking with a strong customer-centric approach.
Director of Experiences and design strategist, specializing in high-impact events, adventures, and celebrations that promote innovation, insights, and change. Recognized as a pioneer in designing transformative experiences, she has worked with companies such as BlackRock, Starbucks, IBM, Google, and Samsung, and her academic work is used at Harvard and NYU.
Founder and Creative Director of the design studio PORTO ROCHA, based in New York. He collaborates with individuals and brands to develop visual identity systems, products, and experiences. Previously, he served as Design Director at COLLINS and as a Design Professor at the School of Visual Arts.
His research in experience design focuses on the memorable, meaningful, and transformative characteristics of experiences. He is the co-author of the book Designing Experiences, published in 2019 and currently being translated into Portuguese. He is a member of the Founding Circle of the World Experience Organization and also serves on the Executive Committee of the Experience Research Society.
Recognized for his pioneering approach in integrating Customer Experience (CX) and Employee Experience (EX), Danny believes that well-structured design can redefine how companies create value for both customers and employees. By combining design thinking, rapid prototyping, and behavioral insights, he develops strategies that generate real and sustainable impact.
With 22 years of experience in advertising, he began as a copywriter in Brazil and made history at FCB Lisboa by winning the first Grand Prix for Portugal at Cannes Lions with Portuguese Reconstitution for Penguin Books. He won a second Grand Prix with Magnetic Stories for Siemens Healthineers with AREA 23. He is also a poet and author, combining storytelling and creativity to inspire new talents.
Founding member and partner at nōvi. Over the last 20 years, he has worked on research, innovation, and the development of learning programs for over 300 companies. During this period, he earned a Master’s degree in Creativity from PUC/SP and a PhD in Adult Learning from USP.
Co-founder and learning architect at Offbeat, Lavinia Mehedințu is innovating the way learning and development professionals learn through a professional development acceleration platform and her weekly curation via newsletter, both dedicated to the T&D universe. At the Festival, she brings the new roles of HR and the main trends in T&D.
This year, 100 senior professionals in HR, Talent, and Learning will have the opportunity to explore creativity and innovation at the Priceless Space, an exclusive venue in São Paulo.
Do you have questions? Click here.
Founding member and partner at nōvi. Over the last 20 years, he has worked on research, innovation, and the development of learning programs for over 300 companies. During this period, he earned a Master’s degree in Creativity from PUC/SP and a PhD in Adult Learning from USP.
Co-founder and partner at nōvi. Specialist in material culture and consumption from USP, member of the Iracy Doyle Psychoanalytic Society and the Freud Cultural Institute. Deeply interested in the intersection between cultural movements and human behavior. Over the past ten years, she has developed projects in research, branding, curation, and innovation within organizational environments. Currently, she is researching immersive experience design.
Head of Learning and consultant at nōvi. A passionate enthusiast of Curation and Authorship as forms of learning. With a Master’s in Literature from USP, she works with communication and experience design, from strategy to execution, as a Communication Partner (Authorial Communication), knowledge manager, and project manager.
Confident, strong, tireless, and focused on delivering exceptional results, building bridges, and enabling a creative environment that fosters insights and unusual ideas. She explores the power of intercultural communication to advise companies and governments on learning solutions. Mother of Davi and Benjamin.
He holds a degree in Journalism from the University of São Paulo, specializes in Management from HBS, and is currently pursuing a specialization in Experience Design at Odyssey Works. His professional journey took him from fashion editorials to the third sector, creating projects in education, sustainability, and politics. Today, he works alongside the country’s largest companies, creating transformative experiences and striving to connect people, ideas, and organizations in an increasingly genuine way.
Graduated in marketing and with a postgraduate degree in socio-psychology, he began his career at Banco Real coordinating sports sponsorship actions. In 2007, he founded Agência Nuts, the country’s first event agency specialized in learning. In 2023, the company won important awards such as the FIP and the Caio, the Oscars of events.
He lives to empower people through imagination, learning, and design. A TEDx Speaker, with a degree in Advertising from USP and a postgraduate degree in Psychopedagogy from Instituto Singularidades, he is also a partner at the learning and innovation consultancy nōvi – a lifewide learning co. For over a decade, he has been working on projects for large corporations, focusing on learning culture, innovation, and experience design.
She has been a facilitator of processes for over 10 years, designing and leading experiences that promote powerful conversations, meaningful connections, and concrete results. As a consultant in Corporate Learning Culture, she helps organizations rethink how they learn, making the process more strategic for the company and more impactful for employees. She is a member of the consulting firm nōvi – the lifewide learning company and a partner facilitator at Instituto Amuta.
The first Learning Culture consultancy in Brazil, which helps large organizations transform into true spaces for human development.
A pioneering Live Learning company in Brazil, designing and producing transformative live experiences.
As a global organization, EF Corporate Learning provides immersive learning programs focused on the most critical global business skills for employees at all levels.
The largest fashion retailer in Brazil, Lojas Renner S.A. stands out as a company committed to talent development and operational excellence.
Recognized as the most respected brand in Brazil and a benchmark in innovation and sustainability, Natura fosters genuine connections through beauty and care for people and the planet.