são paulo: surface to air flagship store opening

© surface to air - from pioneering store to fancy flagship

a few years ago french label surface to air pioneered into the brazilian market by opening a store in são paulo, long before any other foreign brand considered setting up shop there. the original store has recently been given a dramatic makeover with the help of federico masotto, a paris-based architect and longtime collaborator of the brand, and in collab with daniela ramalho and jean-jacques sendra. measuring 80 sqm. [861 sq.ft.], the new interior is largely similar to the aesthetics of the brand's flagships in paris and new york. marble and concrete remain the key materials but the addition of precious brazilian tauari wood gives the retail space a distinctly local flavour. a gigantic tri-vision billboard displays moving images created by the surface to air studio. now officially a surface to air flagship, the store only carries its own men’s and women’s collections. one of the first highlights will be the long awaited capsule collection by sonic youth's front woman kim gordon, one that initiates a long series of exciting and inspiring artistic collaborations. location: rua alameda lorena 1989 [jardim paulista].

© surface to air - interior details