At Liberty London, Farm Rio Plants Its Roots

LONDON — Farm Rio is planting its roots at Liberty London, literally.

To celebrate its second pop-up with the British retailer, the Brazil-based brand has planted a 12-meter tree, which is about 40 feet high, in the department store’s atrium.

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The move is in line with Farm Rio’s continuing partnership with nonprofit charity One Tree Planted, which is committed to reforestation efforts across Brazilian biomes, including the Amazon rainforest.

“Our creative process to create projects like this has always had the same starting point: celebrating Brazilian culture through partnerships with local projects and artists that can authentically translate our country’s cultural richness,” explained Fabio Barreto, the company’s chief executive officer.

A rendering of Farm Rio’s window installation.
A rendering of Farm Rio’s window installation.

The label has also taken over eight of the store’s windows in collaboration with Brazilian artist Gringo Cardia in partnership with Instituto Proeza and Leandro de Assis, paying homage to its staple electric prints and colorful patterns.

“Farm Rio partnered with Gringo to create the creative concept, while the carnival expert Leandro de Assis stands behind the flawless execution. The central point of this installation is the 12-meter tree standing in the central atrium, showcasing a range of handcrafted adornments made in partnership with the UNESCO-recognized Instituto Proeza,” said Barreto.

A rendering of Farm Rio’s installation at Liberty <a href="https://wwd.com/eye/parties/judy-chicago-dior-dinner-london-serpentine-kristin-scott-thomas-kelly-rutherford-bianca-jagge-1236392291/" rel="nofollow noopener" target="_blank" data-ylk="slk:London;elm:context_link;itc:0;sec:content-canvas" class="link ">London</a>.
A rendering of Farm Rio’s installation at Liberty London.

The brand has recorded a year-on-year increase of 30 percent from 2022 to 2023. Barreto reported that the brand has reached international revenues of around $110 million in the last 12 months.

With its financial success, Farm Rio is now focusing on growing its reach across Europe, particularly in Paris and London.

“An essential part of these plans is the physical expansion of the brand, with the opening of eight new stores by the end of 2024 and 20 by the end of 2026. In 2024, the brand will also expand to the Middle East, Turkey and Greece through local partners,” said Barreto.

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