Farm Rio extends Selfridges pop-up until late July

After its “huge success” as a two-month Selfridges pop-up, Brazilian fashion brand Farm Rio is now extending its stay at the London fashion department store until the end of July.

The 732 sq ft third floor space forms an immersive shop-in-shop experience, created in collaboration with the Brazil-based design studio Estúdio Campana, hailed as “more than just a retail space”.

As well as occupying two main entrance windows, there were also four additional secondary displays, all the areas that were transformed into art installations.

Driven by a “deep sense of purpose and shared values”, it “highlights the beauty of Brazilian heritage, commitment to nature, and the transformative power of art”. 
 
For Farm Rio’s creative director, Kátia Barros, the venture “has represent[ed] the realisation of a long-held dream: ‘to have a tree inside one of the brand’s stores.” 

For interior designer Humberto Campana, it “honours… a commitment shared by Farm Rio that in 2024 celebrated 1.5 million trees planted across six Brazilian biomes through the ‘1,000 Trees a Day, Every Day’ project.”
 
The project wraps up the brand’s journey in the UK, including the opening of its third and recent Farm Rio store in London at Carnaby Street and its first participation in the Chelsea Flower Show.