Brazilian fashion brand FARM Rio has opened its third store in London, bringing its vibrant aesthetic to Carnaby Street, a key destination in the city’s fashion scene. Launching on 6 May, the 189-square-metre location features more than 140 pieces from the Summer 25 collection and continues the brand’s focus on blending fashion with cultural expression.
Known for its colourful prints and relaxed silhouettes, FARM Rio has curated the new location as more than a retail space. Designed by Brazilian architect Renata Gaia, the storefront embraces a lush green tone on the façade, complemented by large window displays and suspended plant arrangements. The look aims to create visual cohesion between the brand’s identity and the dynamic foot traffic along one of Europe’s best-known shopping streets.
Visitors to FARM Rio Carnaby can expect to see the label’s hallmark maxi dresses, graphic t-shirts, tailored mini skirts and co-ordinated resort sets. As the season progresses, the façade will be updated with custom-designed floral textures by the in-house creative team, further anchoring the store as a fixture within the local community.
Inside the store, the design pays homage to Brazilian flora and craftsmanship. Wallpaper featuring tropical scenes by French artist Dominique Jardy provides a visual backdrop, while marquetry work by Amazonian artisan Maqueson Pereira da Silva decorates the cashier’s area. These elements sit alongside moss-inspired textures on the stairs and sculptural mirrors made from sustainable straw, crafted by Rosalila Studio, to reflect the brand’s commitment to environmentally conscious design.
The new Carnaby store aligns with the stylistic themes of FARM Rio’s existing locations in Marylebone and King’s Road, while introducing new details tailored to its latest site. This expansion underscores FARM Rio’s growing presence in the UK market and its intent to make each of its locations a distinctive visual experience.
FARM Rio will also open a pop-up at Selfridges, one of London’s leading department stores. The installation is expected to deliver a unique experience not previously offered in the capital, with further details to be announced.
This latest move cements the brand’s strategy of building immersive retail environments that reflect its roots in Brazilian culture while expanding its international footprint.
