Sol de Janeiro is headed to Art Basel.
For the first time, the brand is popping up at Art Basel Miami Beach with a five-day art installation called “Jardim Sol de Janeiro,” celebrating three of its bestselling Cheirosa scents and Brazilian culture. The exhibit will be open to the public at the Miami Beach Botanical Garden from Dec. 4 to 8.
“We have a history of celebrating Brazilian art and culture through our brand in so many different and interesting ways…so we were excited to participate in the Miami Beach Art Basel because it reinforces our brands heritage,” said Sol de Janeiro general manager Anne Talley, adding that this event had been on the brand’s radar for some time.
This exhibit is the latest in a long list of wins for the brand, which continues to be a consumer favorite. Specifically, WWD previously reported that the brand was expected to exceed $650 million in 2023 and continue to grow in 2024 following its February rebrand. Like this exhibit, the brand has been popping up nationwide to further engage with customers in markets like Los Angeles, New York and Aspen. It also continues to be a social media darling as it ranks within the top five beauty brands in terms of engagement on TikTok, Instagram and YouTube, per Dash Hudson.
For the installation, Sol de Janeiro has tapped three Brazilian female artists, including Niege Borges, Barbara Tamilin and Amanda Lobos.
“We selected them because their artwork is so colorful, vibrant, joyful [and] aligned with our brand,” Talley said.
The trio of artists have been tasked with designing the Cheirosa Portals, which are inspired by Rio de Janeiro’s phone booths known as orelhões. Each one will take on the personality of one of the brand’s iconic Cheirosa scents, which include fan-favorite Cheirosa 62, 68 and 59.
While the artists created their own unique renditions, the Sol de Janeiro team shared the inspiration behind each scent, as the brand’s products all reflect Brazil’s cultural history. For example. Cheirosa 62 references the year the song “The Girl From Ipanema” was released and features notes of pistachio, salted caramel and vanilla to evoke the feeling of being on the beach in Rio.
To celebrate the exhibit, Sol de Janeiro will host an opening brunch with select influencers. The team will also be on the ground in Miami directing exhibit visitors to a nearby Sephora where there will be additional celebrations surrounding the exhibit.
