WHO IS LALA DEHEINZELIN?
Lala is the nickname of Claudia Deheinzelin, the daughter of a French father and an Italian mother, born in São Paulo in 1958. Brought up in a cultural and artistic milieu influenced by her parents and grandmother the artist Gerda Brentani , Lala took her first professional steps in advertising, dance and theater. She directed and choreographed a prized show (Clara Crocodilo), performed as an actress in the movies (A Festa, by Ugo Giorgetti), in soap operas (Vale Tudo) and miniseries (Noivas de Copacabana) and was the host of cultural television programs such as Metropolis and Carlton Cine.
Her experience as a director moved towards the production of large corporate events, where she had the opportunity to converge expressions and artistic languages in large companies.
Always interested in the search of solutions for social issues, Lala naturally approached the Third Sector, where she directed award events. She was also advisor to the Presidency of the National Sebrae and was then assigned to the UN system as Special Advisor to the United Nation Office for South South Cooperation. The Creative Economy was beginning to be considered as a development strategy and Lala began to pursue the subject in four continents, to become a pioneer in Brazil.
Along with her directing activities, Lala dedicated herself to the studies of transdisciplinarity and symbolic language, synthesized in the “12 Labors of Hercules” solo, awarded the Vitae Fellowship for Arts in research, direction, choreography and performance. She was also interested in studies of the future, becoming at the time the only Brazilian member of the World Future Society and then one of the founders of the “Núcleo de Estudos do Futuro” of the Pontificial Catholic University – SP, a part of the United Nation Millennium Project. Years later, she created the ‘Crie Futuros” movement, incorporating network and collaborative cultures into her work.
BOOK AND METHODOLOGY
On the occasion of Rio +20, in 2012, Lala wrote the book “Desejável Mundo Novo” (Portuguese / English and Korean), establishing concepts and tools for changing social organization models based on new economies.
In 2014, invited by the ESPM-Sul (School of Propaganda and Marketing) she created and coordinated, the first Post Graduate Course in Creative and Collaborative Economics. Since then, she has systematized her knowledge in a process management system for the changes in socioeconomic models of the 21st century. A methodology based on Future Studies and Four New Economies (Creative, Shared, Collaborative, Multivalues), which she called 4D Fluxonomy.