This summer, makers of the modern flip-flop, havaianas launch the brands biggest ever European experiential activation, #Break the Rush; a series of bold and joyful pop-ups where the public across Europe are invited to take a break, Brazilian ‘Ginga’ style, from their hectic city lifestyles.

Previously in Paris and Milan, this weekend the pan-European ‘House of havaianas’ pop-up finale and last stop will be in London, taking over East London’s iconic, Ely’s Yard, offering East London’s finests a chance to #Break the Rush:: an invite to hit pause, kick back, relax and connect with friends, Brazilian style.

The 3 day event sees the ‘House of havaianas’ Kiosk serving up all things ‘Ginga’ – refreshments, music and customisation with a soulful Brazilian spirit and vibe.

The bespoke ‘House of havaianas’ Kiosk, the heartbeat of the ‘Break the Rush’ activation, is a modern take on the classic European city kiosk, which has for a long-time been a silent witnesses of our daily rush: the commutes, the hurried coffees, our fast-paced lives. This will be accompanied by an oversized, custom-designed havaianas sofa, a sculptural tribute to the brand’s iconic ‘Brasil logo’ flip-flops, both in shape and instantly recognizable, colourful aesthetic. The ‘House of havaianas’ pop-up will launch with local fashion media and influencers alongside a digital and local fly posting campaign. The kiosk will then welcome the public for 3 full days of activity celebrating Brazilian spirit in the heart of the city.

During each day the public will enjoy free flip-flop customization station at the kiosk for anyone bringing their own loved and pre-owned havaianas, , including a bespoke charm per city, surprise giveaways as well as free Brazilian streetfood, refreshment, coffees, juices and cocktails: #Break the Rush slow down and share time with friends and to celeb summer in the city with havaianas.

The House of Havaianas will shift gears and come alive on Saturday, 19th July (3.00pm–8.00 PM), havaianas partners with NTS, the global tastemaker platform, to curate a party for the London crowd. Featuring a lineup of DJs inspired by Brazilian and global rhythms: with the NTS music partnership, the global tastemaker platform.

The NTS DJ line up on Saturday who will rock Ely’s Yard from Rio to London through sound include: DAZLBOY – CARLA BATUKIZER – MAFALDA.