FARM Rio has unveiled a temporary boutique at Loulou Saint‑Tropez on the French Riviera, showcasing a curated selection from its Summer 25 collection. The store will remain open through the close of the European summer, marking a further step in the brand’s international expansion and commitment to sharing tropical energy across new global destinations.

Embodying the vibrant spirit of Rio de Janeiro, the pop‑up invites visitors to immerse themselves in FARM Rio’s colourful aesthetic while enjoying one of Europe’s most sophisticated coastal settings. The collection features iconic prints alongside seasonal launches, reinterpreting the laid‑back atmosphere of Rio’s beaches within Saint‑Tropez’s glamorous locale.

As part of the Feeling Rio x Destinations initiative, underpinned by the motto “every destination, a little more carioca,” the pop-up activation fused art, culture, fashion, and the environment. The venue at Loulou was transformed with custom beach chairs, umbrellas, and a coconut cart, all of which were hand‑painted live by artist Nayara Olivera. This bespoke intervention created a distinctive setting that bridged Brazilian creativity and Mediterranean style.

The launch was celebrated with an exclusive luncheon for FARM Rio and Loulou guests. The experience included a Brazilian soundtrack and a sand installation by artist Rogean, conveyed directly from Copacabana, reinforcing the immersive connection to Rio’s beach culture. The event’s ambassador, influencer Vicky Montanari, participated fully, enjoying a stay and receiving personalised gifts.

To commemorate the partnership, 120 patrons of Loulou were treated to exclusive gift kits containing FARM Rio + Loulou tote bags and T‑shirts, a macaw keychain produced in collaboration with Nannacay, a scarf featuring the Destination print, along with hats and FARM Rio Havaianas.

The Saint‑Tropez pop‑up joins a series of summer activations undertaken by FARM Rio to weave its tropical sensibility into global destinations. Earlier this year, the brand hosted events at The Surf Lodge in the Hamptons, New York, and staged a takeover at Courchevel in the French Alps.

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