FARM Rio continues its European summer tour. After opening several Summer Stores in France, Spain, Italy, and Greece, the Brazilian brand is setting up shop in Saint-Tropez with a unique twist: instead of a traditional pop-up, it is taking over a local grocery store just steps away from its boutique on the Place des Lices.

The choice of location is no coincidence. It allows the brand to revisit its own beginnings in 1997, when it was just a small, colorful stall at the Babylon Feira Hype, an independent designer market in Rio de Janeiro. Thirty years later, now an internationally recognized fashion house, FARM Rio is returning to its roots—the scale of local shops and open-air markets.

The activation highlights the similarities between the Carioca and Mediterranean lifestyles, where market stalls, fresh produce, and sharing meals are central to daily life. Visitors will find crates of fruit and packaging fully customized in the brand's signature colors, alongside a selection of summer essentials and local specialties.

This format, sitting at the intersection of retail and cultural experience, perfectly illustrates the direction lifestyle brands have taken in recent seasons: occupying existing, functional spaces rather than building sets from scratch. It is a way to embed themselves in a community without erasing its identity.

The Grocery Store FARM Rio is open from 9 a.m. to 1 p.m. and from 5 p.m. to 8 p.m., coinciding with the Place des Lices market.