rui
santoro.Entrepreneur & CEO
Welcome to my world. Here, you'll dive into my professional journey — the milestones that shaped my path and the challenges that made me stronger. This space is designed to inspire, motivate, and show that every step, whether a triumph or a challenge, has its value.
I hope the energy and stories shared here spark something special in you. Shall we go on this journey together?
Building what's next.
Lab.
Illuminating ideas. Building lasting businesses.
Lumina Lab is a studio for ambitious ventures — where strategy, product and brand converge. We partner with founders and teams to turn early sparks into companies with real gravity: clear positioning, disciplined execution, and stories worth telling.
The Journey.
Milestones, businesses, hard-won lessons and quiet victories — the chapters that shaped how I lead today.
Born in 1987, I began my academic path at the University of Porto, graduating in Law — where I sharpened communication and a genuine closeness with people.
Before diving into entrepreneurship, I built a career as a DJ, playing across the world and learning how to read, move and connect with very different audiences.
In Lisbon I founded my first hospitality ventures: IMINEDEN, a restaurant and sunset bar, and ORIGIN, a sushi restaurant — the beginning of my path as an entrepreneur.
Driven by my love for the sea, I founded WATER IN, which quickly became a reference in nautical tourism. I pursued an MBA in tourism and earned the highest European nautical certification.
WATER IN expanded operations to Ibiza, growing the business and network. The momentum led to an invitation from MTV Europe to star in the series ‘Ricanzza’.
With deep interest in the Brazilian market, I moved to Rio de Janeiro and founded Local App, a marketplace connecting travelers with local professionals for authentic experiences and new income.
Navigating the pandemic, I attracted international investors to Local App and moved to the United States — where I live today — consolidating Local as a leader in travel tech.
As a voice in the travel tech space, I published an article in MIT Technology Review — solidifying my perspective and expertise in technology and innovation.
Leading Lumina Lab as CEO — a company built to illuminate ideas and turn them into meaningful, lasting businesses, with strategy, product and brand at its core.
The next chapter is being written now — with Lumina Lab and the people building alongside me.
Explore Lumina LabLet's connect.
Whether you're building something bold, exploring a partnership, or simply want to trade ideas — I'd love to hear from you.