Sol de Janeiro to bring Brazilian summer vibes to London with new immersive pop-up

Sol de Janeiro is launching a 360° immersive Brazilian-inspired summer experience with Outernet London next month as it continues to invest in the UK market. 

Taking place from 2-4 August, the activation aims to "capture the essence of a Brazilian summer". Named after the 'Sun of January' - when the sun hits its highest point in Brazil - it will attempt to bring that peak summer feeling to London.

As part of this, visitors will be transported virtually to the iconic beaches of Rio de Janeiro – where the concept of Sol de Janeiro was first inspired – via giant LED and immersive audio-visual technology.

Throughout the experience, guests will also be treated to Brazilian music performances, free samples of the brand’s hero products and summer refreshments.

Laura Simpson, PR & Communications Manager at Sol de Janeiro UK&I, said: "At Sol de Janeiro, our mission is to ignite joy and self-celebration through the power and warmth of the Brazilian spirit.

"We totally look to own summer, as a brand that is about expressing and being your authentic self, no matter your sizes, shape, gender, skin colour – everyone is welcome at Sol de Janeiro and we want our products and brand to make people feel good, like they would when you live your best Summer life."

Embracing the Brazilian beauty philosophy of loving and flaunting your body, Sol de Janeiro was founded by Heela Yang, Camila Pierotti and Marc Capra in 2015 and has since experienced rapid growth.

The brand's bestselling Brazilian Bum Bum Cream and Perfume Mists are often flying off shelves, driving a huge amount of sales and awareness for the business and its owner, L'Occitane Group.

Its partnership with Outernet London comes as Sol de Janeiro continues to invest in the UK market, having already launched two other pop-up experiences in London earlier this month.

Last weekend, the brand partnered with Lookfantastic to celebrate the launch of its Cheirosa 48 Perfume Mist through an exclusive pop-up at Battersea Power Station. Designed like an ice-cream truck, the activation also offered custom-made ice cream inspired by the scent.

Prior to this, Sol de Janeiro also hosted a pop-up with Sephora. In a first time collaboration for the two brands, the activation allowed customers to explore the brand's bestsellers through product demos, workshops and trials, where customers could discover their new favourite scents and summer bodycare rituals.