Friday, November 22, 2024

FARM Rio opens first-ever standalone store in Europe on King’s Road

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Brazilian fashion and lifestyle brand FARM Rio has arrived in London with its first ever standalone store in Europe. 

Located on the King’s Road in Chelsea — a popular destination for international indie fashion brands — the store marks the latest step in its global expansion strategy and is its 100th store worldwide. 

We’re told the immersive space brings “authentic Brazilian warmth, colour and the borogodó [special appeal] vibrancy and charm to the streets of London”. 

The store, built in collaboration with Brazilian architect and designer Marcelo Rosenbaum, “evokes a poetic interpretation of Brazilian nature — from the hand-painted tropical wallpaper and buriti [Amazonian fruit] straw fitting rooms to a 26 m marquetry-crafted panel, which sits at the heart of the store”. 

The unique artwork “is a love letter to the Brazilian landscape, taking visitors on a journey through the natural beauty of the country’s flora and fauna”. 

Amazonian artist Maqueson Pereira da Silva designed the environmentally-conscious piece using traditional marquetry techniques.

The store will house all FARM Rio collections, with a specially curated collection exclusive to the space featuring designs that bear its signature prints. These limited-edition pieces and prints, including the ‘London Goes Bananas’ version, “are a homage to the lively city of London”. The combination of classic checked patterns with the tropical flair featuring flowers and bananas embellish a scarf, a silkscreen tote bag, and a T-shirt.

Co-founder and Creative Director Kátia Barros said: “Having a store across the ocean in another major fashion capital is more than a significant achievement — it’s a dream come true. This is an exciting new chapter for our brand with numerous reasons to celebrate, from the unique architectural design of the store to creating a fresh community that brings local creative people even closer. Our space is set to welcome many more special moments throughout 2024.”

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