Brazilian Brands Invade New York With BeBrasil Festival
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Brazil is coming to Manhattan this week with a concept space showcasing the country’s lively culture of creativity and innovation. Starting Wednesday, the 10,000-foot former Tommy Hilfiger store in SoHo will be filled with 40 Brazilian brands and services offering a pop-up festival from food to fashion called BeBrasil.
The Brazilian Trade and Promotion Agency, APEX, was inspired by a partnership last year with Macy’s to do a country tribute to Brazil at the department store. APEX worked with Profero, and later signed a deal with the digital agency to develop a strategy to promote Brazil in the U.S., leading to this week’s BeBrasil.
“We wanted to inspire New York and Americans to see Brazil in a more creative, sustainable way,” said Mauricio Borges, president of APEX. “The main goal is to improve our relationship.”
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