THE THESIS
I build companies alone.
From the business model to the code.
From the brand to every piece of content.
A car brand. A collector platform. A fashion label — no inventory.
One person. Full-stack. With criteria.
VENTURES
Four ventures. One operation.
Each venture runs as its own company. Built and operated from Monza Lab.
AI-FIRST PLATFORMS
The same muscle, applied to your industry.
AI platforms built and operated for real companies — foreign trade, travel. The next one can be yours.
BRANDS WE'VE GROWN
Brands we grew together.
Branding, build, content or growth — the role changes with each brand.
Eleonora Morales
Preowned luxury fashion platform, curated piece by piece.
Pacho Alvarez
Colombian driver in the 2026 Dakar Rally.
Garage Advisory
Exotic-car concierge for collectors across Europe.
Guardian of Speed
Atelier and community for classic-car collectors.
Musgo
Boutique consultancy on regenerative transitions.
HOW I BUILD
Four layers. Brands, consultancies, products.
The engine is the same. What changes is what each business needs: sometimes e-commerce, sometimes a boutique consultancy, sometimes a platform. I build what's missing and put it to run.
01
Strategy
Thesis · positioning · model
02
Brand
Identity · visual system · voice
03
Product
Web · e-commerce · platform or app
04
Growth
AI content · paid · automations
HOW WE BUILD
Vision. Build. Ship.
Learn. Scale.
7 days. 1 sprint. Non-stop.
EDGAR NAVARRO SOTO
Founder & Creative Director · Monza Lab
ABOUT
One founder. Four companies. One operation.
WHO
Edgar Navarro Soto
Founder & Creative Director — Monza Lab
Bogotá ↔ Munich ↔ World
WHAT HE DOES
Builds companies with AI as leverage.
Four active ventures. One founder.
Featured in Forbes with Bavarian Econs.
HOW HE DOES IT
Solo. From the business model to the code.
Branding · Product · Content · Growth — all in loop.
Seven-day sprints. Ship or die.
Shall we build something together?
A venture, an AI-first platform for your industry, or your brand operated with AI.