On in São Paulo: a Swiss brand meets exposed concrete

A global shop does not have to look as though it could be anywhere. On’s São Paulo interior, described in WAYFARER Brazil’s July 2026 account, used exposed concrete and circulation elements to engage with the city around it.

The source identified Lina Bo Bardi’s Sesc Pompeia as a reference. That did not mean reproducing the building inside a shopping centre. Structure, visible material and the movement of people supplied a vocabulary that could be interpreted at another scale.

Red accents interrupted the concrete setting. Light footwear and clothing gained a different visual presence against a heavier architectural surface. The contrast made the products legible without turning the room into an imitation of the Swiss landscape associated with the brand.

The article also discussed manufacturing technology, but company environmental figures are not repeated here as independent conclusions. The interior offers a more directly observable subject. Retail expansion often produces a consistent image by reducing local differences. This project’s account proposed another route: preserve the brand’s recognition while giving its São Paulo address a specific material language. A shop remains a shop, but the city can still enter its design.

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Adapted from the WAYFARER Brazil archive, first published 2026-07-31. English adaptation: 6 October 2026. This is an archival account, not a report of a new visit. Exhibitions, collections and menu details are described in their original context, not as current availability.