Between July and August, for the Cruise Spring-Summer 2026 season, Parisian department store The Samaritan will showcase a slice of Brazil. A number of Brazilian brands will take over the store’s departments, reaffirming its dual local-and-international focus, as part of an installation conceived by Lucio Fonseca, founder of the creative agency LF office Paris. The temporary pop-up boutique is titled “Brazilian Sensorial Design Gallery Pop-Up Experience.”
The Brazilian creative director, renowned for his international work across fashion, visual culture, and luxury, brings expertise honed through collaborations with Vogue, Harper’s Bazaar,elle, gqForbes, and Marie Claire, as well as projects for groups such as LVMH and with personalities including Isabelle Huppert, Philippine Leroy-Beaulieu, and Maria Fernanda Cândido.
A “very singular sophistication”
At the heart of the project, a curated line-up of Brazilian brands spanning fashion, beauty, accessories, art, and gastronomy will showcase diverse expressions of contemporary Brazilian lifestyle. Fashion and accessories brands include Lapima, La Sirene, FARM Rio, Glorinha Paranaguá, Água de Coco, Missinclof, and Venera. Throughout the season, the project will feature activations, talks, cocktails, VIP experiences, editorial content, and events dedicated to fashion, design, and influence, animating both La Samaritaine’s central Atrium and exclusive spaces such as L’Appartement, the department store’s private lounge reserved for VIP guests and clients.
For Lucio Fonseca, the project also echoes the cultural moment Brazil is currently experiencing. “The project speaks of a Brazilian creative force that is not always visible, but which is an integral part of our history, our references and our way of creating,” he says in a statement. “There is a very singular sophistication in Brazil. A unique ability to blend emotion, aesthetics, human warmth and desire in an instinctive way.”
The first Brazilian agency specializing in branding
Inspired by the great figures of Brazilian modernism of the 1940s, 1950s, and 1960s, the installation will revisit figures such as Oscar Niemeyer and Burle Marx, in dialogue with references including Le Corbusier and Charlotte Perriand. Curves, light, greenery, and materials will compose a visual narrative in which nature and design converse organically. The scenography, conceived by Jessica Castellari and Atelier Glam, expresses this identity through an immersive, sensory experience where architecture and design are in constant interplay.
Co-direction, strategy, and executive production are overseen by Onelia Agency, the first Brazilian agency specializing in branding, communications, and strategy between France and Brazil. The agency supports Brazilian and European brands in developing their identities across different markets through an approach that combines consultancy, branding, content, and experiences. “Onelia Agency was born of the conviction that brands grow better under the sun. Our role is to help brands expand internationally without losing what makes them unique: their identity, their story, and their gingado,” emphasizes Dayana de Moraes Bandini, the agency’s founder and creative director.
“The dialogue between the project and La Samaritaine creates a direct link between the design, colours, flavours, fragrances, and essences of Brazil and the international public that visits Paris,” emphasizes Lucio Fonseca. “Today, the world is looking for more than products: it seeks emotion, experience, connection, and authenticity. And Brazil has a very singular ability to offer all of this.”
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