Five Brands to Watch: São Paulo Retail

São Paulo is a lively metropolis of many faces, cultures and fresh ideas. New movements are gaining enormous ground, driven by visionary locals, and the city has been adapting with creativity to navigate Covid-19.

WGSN subscribers can access our Virtual City Guide to take them around the latest gems of the city, but here we’ve picked out our top five retail concepts to watch. These stores focus on creating calming spaces, going beyond the purpose of selling and creating sanctuaries for their customers.


Located in the trendy Pinheiros neighbourhood, Misci’s new store is the ultimate location for a sanctuary-like experience. Inside, shoppers experience a calm and intriguing atmosphere with the smartly curated merchandising. Outside, the traditional glass windows are replaced with dark glass, arousing consumer curiosity.

Paola Vilas

Paola Vilas’ recently opened store is what she calls “a breather in the city”. The winter garden offers a sense of being away from the busy, crowded city, providing a feeling of natural escapism. The calming and warm atmosphere provides a genuine connection with its customers. Tap into our Furniture & Lighting: Colour, Material & Finish report for inspiration in creating soothing spaces like this.


Much more than just a retailer for emerging natural beauty brands, the newest Téa store enables a private and highly personal in-store experience. Located in the heart of São Paulo, Téa is a true oasis inside a greenery house that also provides a sense of home and warmth. Check out this newest location for the ultimate home-away-from-home experience.


Selo Controle’s store is located in the heart of São Paulo and its architecture is an invite for peace. The simplicity and contemporaneity that guides the brand’s designs are evoked within the store with its gentle linear structures, aligning with our Creating Calm: Introspective Spaces report.


With a sculptural and uncomplicated structure, swimwear brand Haight achieves a soothing and introspective experience for its customer with its newest store in São Paulo. The tightly curated merchandise and soft furnishings conceive a quiet, warm adventure, while the smart layouts offer an extra immersive experience. Bestselling items include the brand’s signature swimsuits and easy-to-wear slip dresses.

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