MILAN — It was hard to miss Farm Rio’s takeover of Rinascente here on Wednesday. Flamboyant installations shaped as tropical flowers and fruits topped the department store’s eight arched windows overlooking the enduring 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 intensive temporary pop-up marked the brand’s launch within the Italian market, which builds on the international expansion plan the corporate set in motion in 2019.
Situated on Rinascente’s basement floor dedicated to design, the pop-up will run through May 1 and shall be flanked by similar outposts of various sizes in all the retailer’s nine units across Italy, including the 2 locations in Rome and people...
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