Tear

An immersive experience turning cultural values into shared, lived connections to shape a company’s future.

With a new leadership team taking the helm of Riachuelo, one of Brazil’s most iconic clothing brands, change was on the horizon. In 2024, over 80 department heads from across the country, many of whom had never met in person, needed to connect with one another and align themselves with the company’s evolving culture in order to steer it toward a bright, innovative future.

Rooted in over 70 years of tradition, Riachuelo’s legacy served as the foundation for this new chapter: one shaped by trust, strength, unity, and the courage to embrace transformation. Although new cultural values and behaviors were being defined collaboratively, they were still purely in the realm of abstraction, yet to be fully embodied and integrated into everyday practice. Within this context, TEAR (which means "to weave" in Portuguese) was developed first in 2024 and then again in 2025 and 2026 as a transformative experience to connect people, strengthen purpose, and support the company’s vision for a shared future. Through thoughtfully curated artistic experiences, sensory materials, and communal meals, TEAR invited participants to embody cultural change not only through ideas but through meaningful, lived encounters. Moreover, TEAR was designed for every detail to carry symbolic weight, cultivating long-lasting impact at both the individual and collective level.