Tattoaria
2015 — 2020
It started as a blog. Two years later, Tattoaria was one of Brazil’s three biggest tattoo studios and the official tattoo studio at Lollapalooza. There were no resident artists. The lineup changed every week inside a warehouse with a bar, a barbershop, and a pool table.
THE CHALLENGE
Every tattoo studio sells the same thing: a fixed lineup of artists and a chair. The good ones compete on who's on the wall, the rest compete on price, and the whole category is interchangeable. I didn't want a better studio. I wanted one that couldn't be compared to a studio at all, which meant the studio itself had to become the product, not the artists inside it.
THE SOLUTION
Tattoaria became the first rotating tattoo studio in the world: no resident artists, new ones from Brazil and abroad every week. That single move rewrote the economics of the business. Artists wanted in because it was a stage, clients came back because the lineup was never the same, and the business stopped depending on any one name. I built all of it: concept, brand, positioning, growth and marketing. From the 2015 platform, which made artists want in before there was a studio to work in, to the warehouse that opened in March 2016 with a barbershop, bar and pool table around it, to the tattoo truck touring the country. Harley-Davidson, Jack Daniel's, Nickelodeon and Vans all ran projects with us.
THE OUTCOME
Top 3 tattoo studios in Brazil in under two years · official studio of Lollapalooza Brasil three years running, alongside Chevrolet · peak above R$300k a month · closed during the pandemic.
PRESS
Veja São Paulo · New studio hosts sought-after tattoo artists on a rotating system
Pequenas Empresas & Grandes Negócios · Entrepreneur earns big with a tattoo truck
Catraca Livre · The first reference platform for tattooing in Brazil
Follow the Colours · The world's first rotating tattoo studio
Enough about me. Let’s talk about your next move.
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