FARM Rio TROPICAL HIDEWAYS
FARM Rio is a fashion house of prints with 25 years of history, made by a group of creatives from Rio de Janeiro, having started it's internationalization in the USA in 2019 as the most beloved fashion and lifestyle brand in Brazil. In 2023, the brand came back to Paris with stronger efforts of its European expansion that have started previously in 2022 for another spring/summer pop up stores and local activations.
OUR MISSION
Raise awareness in France by connecting FARM Rio's brazilian essence with local community, trough activations with key opinion leaders and pop up stores in strategic sales spots during the spring/summer season.
This season, farm rio invites paris to discover its tropical hideways in the city.
Le Bon Marché
FARM Rio was invited to take over a 250-square-meter space that transports you to a tropical experience. From June 25th to August 14th, the brand took over the prestigious gallery's first floor with a pop-up store that celebrates Brazilian culture, colors, and art. The vision for this project has been brought to life in collaboration with the Brazilian designer Gringo Cardia and the Proeza Institute—a social organization recognized by UNESCO for its outstanding work and commitment to social action. Together, they created an immersive experience featuring extraordinary 3D crochet sculptures. Over 200 women have gathered together over four months to transform elements from our prints into giant crochet sculptures, creating a tropical oasis in the center of Paris as an ode to Brazil's vibrant and colorful nature, one of our main inspirations.
FARM Rio Meets
To kick off the new season at Le Bon Marché, we teamed up with local key opinion leaders to create exclusive in-store events, each one with different activations personalized friends of the brand - Mahany Pery, Louise Follain and Mathilda Galmot - and their friends.
La Samaritaine
FARM Rio's first-ever pop-up store at Samaritaine, located near the Sena River and Rue de Rivoli, putting the brand in the heart of the Parisian lifestyle. Sharing space with iconic brands is a testament to the brands growing presence and recognition in fashion. The Samaritaine is a historic department store in Paris known for its luxurious offerings and stylish ambiance. Being part of such a prestigious location allows the brand to keep showcasing the vibrant and unique designs to more people around the globe.
To connect visitors with the pop-up during the Mother’s Day celebrations, FARM Rio provided an unique brand activation experience through art, education, and technology, in collaboration with brazilian artists Pierre Fonseca. All customers passing by our pop-up store got the opportunity to choose an exclusive poster that illustrates various birds of the fantastic Brazilian fauna, containing a QR code that redirects them to a platform where they can contemplate the sounds of the birds and learn more about their origin.
PRINTEMPS HAUSSMANN
Considered to be one of the commercial centers of Europe, with about 120 millions of visitors per year. Printemps is a reference on department stores in Paris and around the globe now with a fixed FARM Rio store at the iconic Boulevard Haussman, where a front OOH was installed with the FARM Rio Meets campaign for the season.
By the end of the short season from june to july, FARM Rio has successfully raised brand awareness by spreading tropical hideways in the city trough its immersive in store experiences, media efforts and a journey of activations co created with local key opinion leaders. Here are some big numbers to share:
+109M total impressions
+27% local instagram followers
+24% new users on e-commerce
+21% french revenue
MY CONTRIBUTION
Project Manager
Communication lead
Strategist lead
PR lead
Community Manager
Curator
CONTRIBUTORS
FARM Rio creatives
PO Awareness Squad: Fernanda Fontes
Branding coordinate: Ana Clara Almeida
Brand Experience: Alexandra Caruso and Guilherme Sanches
Fashion Production: Samanta Fiuza
Content lead: Alexia Kronig
Marketing Head: Bruna Slavieiro
Production: Denise Paiva
PR partner: LED | OBCM
Photos: Flavia Ribeiro, Alexandre Furcolin and Paul Fogiel
Idealization: FARM Rio
Year: 2023