Brazil’s vibrant creative scene is heading to one of Paris’ most celebrated luxury destinations this summer as BRÉSIL À LA SAMARITAINE – Bold Summer Edition transforms the famed department store into an immersive showcase of contemporary Brazilian fashion, art, architecture and design.
Running from July through August 2026, the pop-up experience reimagines Brazil through a modern lens, highlighting the country’s growing influence on global fashion and design while celebrating its rich artistic heritage. Timed to coincide with the Cruise SS26 season, the installation is designed as a Brazilian Sensorial Design Gallery, inviting visitors to experience the country’s culture through sight, texture, color and craftsmanship.
The exhibition was conceived by Brazilian creative director Lucio Fonseca, founder of LF Office Paris, whose work has appeared in publications including Vogue, Harper’s Bazaar, ELLE, GQ, Forbes and Marie Claire. Throughout his career, Fonseca has collaborated with luxury brands, including LVMH, and worked with internationally recognized actors and artists.
According to Fonseca, the project aims to challenge long-held perceptions of Brazilian creativity.
“The project speaks about a Brazilian creative force that is not always visible but is deeply rooted in our history, our references, and our way of creating,” he said. “There is a very singular sophistication in Brazil—a unique ability to instinctively blend emotion, aesthetics, human warmth and desire.”
Drawing inspiration from Brazilian modernist pioneers of the 1940s through the 1960s, the installation references legendary architects and landscape designers while incorporating flowing curves, lush vegetation, natural textures and abundant light. The immersive scenography was created by Jessica Castelari and Atelier Glam, blending architecture and design into a multisensory environment.
The exhibition also features a curated collection of collectible design and contemporary art selected by curator Pat Monteiro Leclercq. The showcase includes works from Brazilian designers and artists Fernanda Froes, Maritza Caneca, Maximiliano Crovato, Papelaria, Lilian Malta, Pedro Yossef and Jay Boggo, each bringing a modern interpretation of Brazil’s artistic traditions.
Visitors will also discover an extensive selection of Brazilian lifestyle brands spanning fashion, beauty, accessories and gastronomy. Labels including Lapima, FARM Rio, Água de Coco, Glorinha Paranaguá, Manolita, Viv Beauty and several others will present collections reflecting the country’s bold aesthetic and craftsmanship.
Beyond shopping, the two-month event will feature exclusive VIP experiences, cocktail receptions, editorial activations and cultural gatherings throughout La Samaritaine’s historic Atrium and its private L’Appartement lounge.
Organizers say the initiative reflects growing international interest in authentic cultural experiences. Rather than simply introducing products to European consumers, BRÉSIL À LA SAMARITAINE aims to showcase Brazil as a global creative force where design, storytelling and innovation come together in one unforgettable destination.