NEW YORK — Farm Rio, the 28-year-old Brazilian lifestyle brand known for its tropical prints and vibrant colors, has landed on the Upper East Side.

The new store at 1055 Madison Avenue, which opens today, marks the brand’s third New York City unit, with the other two being in SoHo and Brooklyn. Overall Farm Rio has more than 143 stores globally, with seven in the U.S., consisting of two in Los Angeles, three in New York City, and one each in Miami and Washington, D.C.

At 732 square feet, the Madison Avenue store is the smallest of the New York ones. The SoHo store is the largest at 2,264 square feet and the Brooklyn unit is 1,083 square feet. The Madison Avenue store is located next to Reformation.

Fabio Barreto, chief executive officer of Farm Rio, told WWD, “The Upper East Side represents a vibrant new chapter for Farm Rio in New York City, a city that holds special meaning as the brand’s global debut location. Opening on Madison Avenue allows Farm Rio to bring its joyful, nature-inspired world to a new neighborhood, connecting with both loyal fans and first-time visitors in a fresh setting.”

Noting that each location is tailored to the specific neighborhood, he said the Madison Avenue store “is thoughtfully designed to surprise and delight” and that “the Upper East Side store reflects the brand’s commitment to crafting immersive, locally resonant experiences.”

The Madison Avenue outpost continues the brand’s theme of a nature-inspired aesthetic, with a fresh take on the design.

One feature of the space is a striking mosaic installation that reinterprets French artist Dominique Jardy’s watercolor wallpapers using more than 1.9 million hand-placed glass tiles. Jardy has been based in Rio de Janeiro since 1985, where she creates romantic representations of Brazil’s tropical landscapes, native plants and animals. Produced in collaboration with Bisazza, the Italian luxury mosaic maker, the decorative tiling took more than 460 hours to complete.

The store will feature an exclusive preview of the fall collection, highlighting printed essentials, bold knits, statement outerwear and accessories, which will hit Farm Rio stores and online starting in September. Barreto said he’s confident that their outerwear will be strong sellers, from puffers to teddy coats and knitwear.

Barreto noted that Farm Rio’s products are manufactured in different facilities around the world, predominantly in South America, Europe and Asia. The company became B Corp. certified in 2023.

“It is only possible to improve ethical trade when acting fairly, responsibly and sustainably in our supply chain through long-term honest relationships,” said Barreto. “Our efforts toward full transparency in everything we do lead us closer to our suppliers and allow the process of monitoring every step of the production chain.”

Under the theme, “NYC Dressed in Happiness — You Caught My Eye,” the store will offer an exclusive souvenir scarf inspired by the energy of New York City streets.

Throughout the opening month, guests will be offered a series of experiences and treats. From Monday through Aug. 17, Farm Rio will team with Butterfield Market to offer customers limited-edition mango frozen yogurt. Visitors through Aug. 15 will be welcomed with personalized cookies. On Aug. 16, a flower bar will be offering mini bouquets and a complimentary souvenir scarf will be included with every purchase.

As for future stores, Barreto said the brand is expanding in Latin America and will open a store in Los Cabos later this year, which is its second in Mexico.

The brand also has 2,000 wholesale partners worldwide, and in New York is available at stores such as Saks Fifth Avenue, Nordstrom, Anthropologie and Bloomingdale’s.