6 April 2023
The Weekly
Rinascente's Farm RioRinascente's Farm Rio

A Rinascente takeover is adding to the Brazilian brand’s expansion plans in London and Paris, where it aims to open its first flagship store by the end of the year. Flamboyant installations shaped as tropical flowers and fruits topped the department store’s eight arched windows overlooking the iconic Duomo cathedral, while the Brazilian brand’s signature printed dresses stood against colourful crochet backdrops and sculptural props. Matching the mood-boosting set-up, inside an extensive temporary pop-up marked the brand’s launch in the Italian market, which builds on the international expansion plan the company set in motion in 2019.

Located on Rinascente’s basement floor dedicated to design, the pop-up will run through May 1 and will be flanked by similar outposts of different sizes in all of the retailer’s nine units across Italy, including the two locations in Rome and those in Florence and Turin. For the window and pop-up concept in Milan, the brand partnered with renowned Brazilian designer Gringo Cardia and Instituto Proeza, a non-governmental organization and social project supporting women with initiatives that enable them to generate income as well as providing psychological support. More than 200 women were involved and worked for four months to reinterpret the brand’s trademark prints through artisanal and crafty installations.