Between July and August, for the Cruise Spring-Summer 2026 season, La Samaritaine will showcase a slice of Brazil. A number of Brazilian brands will take over the store's departments, reaffirming its dual local-and-international focus, as part of an installation conceived by Lucio Fonseca, founder of the creative agency LF Office Paris. The temporary pop-up boutique is titled ‘Brazilian Sensorial Design Gallery Pop-Up Experience.’ At the heart of the project, a curated line-up of Brazilian brands spanning fashion, beauty, accessories, art, and gastronomy will showcase diverse expressions of contemporary Brazilian lifestyle. Fashion and accessories brands include Lapima, La Sirene, FARM Rio, Glorinha Paranaguá, Água de Coco, Missinclof, and Venera. Throughout the season, the project will feature activations, talks, cocktails, VIP experiences, editorial content, and events dedicated to fashion, design, and influence, animating both La Samaritaine's central Atrium and exclusive spaces such as L'Appartement, the department store's private lounge reserved for VIP guests and clients. Inspired by the great figures of Brazilian modernism of the 1940s, 1950s, and 1960s, the installation will revisit figures such as Oscar Niemeyer and Burle Marx, in dialogue with references including Le Corbusier and Charlotte Perriand. Curves, light, greenery, and materials will compose a visual narrative in which nature and design converse organically. The scenography, conceived by Jessica Castelari and Atelier Glam, expresses this identity through an immersive, sensory experience where architecture and design are in constant interplay.