On May 12, FARM Rio debuts at Selfridges, London, with an immersive pop-up experience created in collaboration with the Brazil-based, internationally acclaimed design studio Estúdio Campana. More than just a retail space, this initiative is driven by a deep sense of purpose and shared values, as it highlights the beauty of Brazilian heritage, commitment to nature, and the transformative power of art. With this initiative, FARM Rio reaffirms its identity as a global lifestyle brand dedicated to sharing Brazil’s natural and cultural richness with the world.

The pop-up space occupies 68 square meters on the third floor of the iconic department store, as well as the two main entrance windows and four additional secondary displays. These areas have been transformed into art installations, woven by a single creative thread: the organic forms and enduring beauty of a living forest, all crafted from materials with deep cultural significance. Wicker, for example, the primary texture used in the project, is 100% natural, handmade, and widely popular in Brazilian furniture. As with amarradinho, an accessible technique of intertwining fabric scraps found in family homes across the country’s northeast.

At the heart of this collaboration is Living Nature, a concept that intertwines many layers of meaning. For FARM Rio’s creative director, Kátia Barros, it represents the realization of a long-held dream: ‘to have a tree inside one of the brand’s stores.’ For Humberto Campana, it honors a symbol that has been important to him since childhood and continues to inspire his work. Over the years, he has also been actively involved in reforestation initiatives, 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.
For visitors and shoppers alike, the pop-up features pieces from FARM Rio’s Summer 25 collection, including a variety of sundresses, graphic t-shirts, tailored minis, vacation-worthy sets, and a vibrant lineup of shoes and bags. The Tropical Maximalism capsule takes over the window displays, giving fresh, sophisticated directions to iconic motifs like toucans, pineapples, and banana leaves. The assortment also highlights a curated selection of Brazilian artworks, lifestyle essentials, and exclusive pieces designed especially for Selfridges, like 3D dresses and printed souvenirs.

The project wraps up the brand’s successful journey in the UK, including the opening of its third FARM Rio store in London at Carnaby Street this May and its first participation in the Chelsea Flower Show. FARM Rio at Selfridges will be open from May 12th to June 20th at Selfridges London, 400 Oxford St.