AS CARIOCAS is part of Samaritaine’s summer theme “Bons baisers de la Samaritaine,” turning 9, Rue de la Monnaie into a postcard‑inspired destination filled with vacation ready brands, pop ups and sensory experiences. Within this setting, the Brazilian label brings its sunny “borogodó” to a curated corner that sits right in the flow of the store’s seasonal storytelling.
Where the pop up is and what’s around it
The AS CARIOCAS pop up is located at 9, Rue de la Monnaie, 75001 Paris, the entrance used for Samaritaine’s thematic spaces and temporary corners near Pont Neuf and the Seine. This address is at the heart of the “Bons baisers de la Samaritaine” route, where oversized display stands, postcards and summer collections guide visitors floor by floor.
Across the building, Samaritaine’s summer setup includes:
- Large postcard installations where visitors can write and send their own cards directly from the store.
- A selection of must have summer collectionsand travel pieces chosen to fit different holiday moods (city break, seaside, countryside).
- Pop ups from beauty and fragrance houses such as Henry Jacques, D’ORSAY and Acqua di Parma, positioned as “fragrant breaks” during the visit.
In this context, AS CARIOCAS sits alongside other resort and beach ready labels, adding a Brazilian accent to the mix.
What kind of experience to expect
The overall “Bons baisers” concept is built around the idea of memories and holidays, treating the store like a travel journal where each floor is a different chapter. For visitors, that means:
- The AS CARIOCAS corner is likely merchandised as part of a broader “escape” zone, surrounded by swimsuits, beachwear, accessories and colour forward pieces that evoke Rio and summer in general.
- The vibe at 9 Rue de la Monnaieis less strictly transactional and more experiential: postcard writing, visual installations and sweet breaks with pastry chef Nina Métayer and Crush Cake are all part of the journey.
The brand’s own announcement “AS CARIOCAS em Paris: levamos nosso borogodó para a clássica loja de departamento” suggests a focus on attitude and atmosphere as much as product: think joyful prints, bold colours and an easy, beach to city wardrobe in a very Parisian setting.
How it fits Samaritaine’s summer story
This summer, Samaritaine positions itself as “more than ever your go to destination in Paris,” built around exploration, escape and excitement. The postcard is the key symbol: each pop up, including AS CARIOCAS, becomes like a stop on a trip where you collect memories, write messages and discover new brands.
- Visitors are encouraged to “keep a logbook and recount your stay with us,” tying the fashion offer (including AS CARIOCAS) to an emotional, almost travel diary like experience.
- The Brazilian pop up adds an international, sunny note to that narrative, making it a natural stop if you are looking for summer pieces with a Rio‑inspired twist while in central Paris.
