Riachuelo is one of Brazil’s largest and most influential fashion brands, with a strong connection to pop culture. In 2023’s edition of The Town, it engaged goers with an innovative pop-up store.
Riachuelo, one of the largest fashion chains in Brazil, has a long history of successfully connecting fashion and culture through remarkable events. At the first edition of The Town festival, Riachuelo had the opportunity to reinforce its image as the brand that best dresses the public for a festival. With an expected audience of 100,000 visitors per day, the festival represented an ideal stage for Riachuelo to highlight its presence in the market and boost its brand image. The main objective of the project was to create a memorable experience that combined fashion and music, taking advantage of the visibility of the event to strengthen the brand’s recall. The goal was not only to increase brand visibility, but also to encourage the sharing of experiences on social media and reinforce Riachuelo’s image as the perfect choice for music festivals, as well as release a new streetwear collection for the brand.
Riachuelo’s strategy for The Town was meticulously planned to create a meaningful and engaging impact. The focus was on creating an innovative and visually appealing space that captured the essence of the festival and connected the brand directly with the audience. With fashion and music in tune, The Town wore Riachuelo.
