São Paulo, mon amour: VEJA opens its first store in Brazil

VEJA opens its first store in Brazil, in the heart of São Paulo.

Spread across three levels, the boutique was designed with Brazilian architect Roberto Somlo around the ideas of openness and transparency: exposed brick, visible beams, raw concrete slabs, and a fully glazed facade.

Inside, clean lines and concrete dominate. Display units are made from concrete slabs molded in wood, using the banch technique beloved by Lina Bo Bardi — a major figure of Brazilian brutalism.

At the back of the ground floor, a cobbler’s workshop joins VEJA’s “Clean, Repair, Collect” program, now counting ten stations worldwide.

A neon installation by Kléber Mateus adds light and reflection.

The mezzanine hosts a running area with a treadmill to test VEJA’s running models.

The top floor is a flexible space for collaborations, residencies, performances, and new creations.

The visit ends on the rooftop, with Lina Bo Bardi’s Girafa tables and chairs — a final nod to the architect, and a space for exhibitions and screenings.