SudLab is a decentralized network of professionals from Rio de Janeiro and Santiago de Chile.

Liliana De Simone

Founder, Advisor

Executive Director and Founder of SudLab, UC Architect, Master in Urban Development and PhD in UC Urban Studies, author of the books Metamall: Urban Space and Consumption and Los Malls in Chile: 30 years. She has been a consultant for various unions, associations and companies, and is a professor and academic at the Universidad Católica de Chile, as well as being a Visiting Fellow professor at the University of Berkeley, California.

Prof. De Simone is recognized internationally as a prominent researcher and speaker on urban consumer and retail trends, from where she is invited to exhibit in countries such as the United States, Mexico, Colombia, Brazil, Spain, Portugal and Sweden, among others. She led and delivered scientific studies and projects for CChCC-Chilean Chamber of Shopping Centers, Santiago Chamber of Commerce, FONDECYT-National Fund for Science and Technology, among others. In 2017, she was recognized as one of the 25 Young Influencers by Diario Financiero in Chile.

Despite living all of her life in Santiago, Lili is both Italian and Colombian, and as so she has a thorough anthropological distancing about everything that goes around Chile and Brazil, with an outsider point of view on both countries’ idiosyncracies; this is why her analysis on Communications and Society always surprise and astonish. She proved herself to have a keen, non-biased eye on matters in extensive projects that influenced the ideation of Products and Services for CChCC, DP World and Santander, delivering insights that changed the South American operations of those institutions. Her book Metamall dissects the history of malls in Chile and its consumption-based society, delivering the consumer urbanism concept; it is a reference to every studies in Latin American consumerism and retail investigation.

Pedro Campos

Founder, CTO

Information Designer and Data Analyst with certifications by MIT Sloan School of Management – Innovation of Products and Services (2025) and UCSD San Diego – Information Design (2024), Graduate in Visual Programming by UFRJ with Specialization in Digital Type Design by Diseño UC / PUC–Chile. Branding expert spanning 15 years of experience as Design Lead, being recognized with the REBRAND 100® 2009 Distinction Award for Energisa. Lecturer at Duoc UC – Graphic Design and Typography, 2024 (Design Professional Degree / NASAD). Active member and voluntaire of most Latin American networks on design mentoring through type design, understanding typographic literacy as a ways of a better graphic design formation for Global South students, fostered by the likes of Bienal Tipos Latinos and DiaTipo, in Brazil.

Being a carioca but with an atavistic migrating interest inherited from his Galician family, since the 2010’s he has been living about Rio and Santiago implementing Data Analysis projects and delivering Business Intelligence reports for financial institutions. Pedro holds a Technical High School degree in Digital Electronics from Instituto Federal Fluminense (1998), which facilitates him to drop every waves in tech. In the 2000s he trailblazed the corporate technology development for Brazilian corporations as Webdesign Trainee at BRQ (BRQB-MA); now in the 2020s he innovates on Data Analysis with web scraping strategies that compile information, explain it through simple datavis, and then deliver insights through reports. Pedro has a profound understanding of technology, from the Assembly lexical to the Content concept, reaching the Language Model's paradigms that are settling the technologies’ foundations of our society.