In May 2025, an immersive experience created in collaboration Campana x FARM Rio debuted at Selfridges in London. More than just a space or a store, this initiative was driven by a deep sense of purpose and shared values, highlighting the beauty of Brazilian heritage, a commitment to nature, and the transformative power of art.
The pop-up occupies 68 m2 on the 3rd floor of the iconic department store, in addition to windows at the entrance and displays. These artistic installations are intertwined by a single creative thread: the organic forms and enduring beauty of a living forest, all made with materials of profound cultural significance. Wicker — the predominant texture used in the project — is 100% natural, handmade, and widely present in Brazilian furniture.
“I chose the mangrove swamp as the setting because it is an impenetrable and mysterious element of nature, almost a gothic landscape, that frightens and fascinates at the same time. It is an invitation to explore the unknown, without falling into the cliché of the exotic,” says Humberto. Campana.
Farm Rio display window at the Selfridges department store in London.
