GALERIA MELISSA loves NY
Located in Soho, a historical region filled with famous bars, boutiques and art galleries, Melissa’s first flagship store outside of Brazil shares the same innovative and surprising spirit as the original in São Paulo. However, the architecture of the Big Apple’s Galeria Melissa is introspective, contrasting with the high-energy and super-urban scene of New York. Discreet on the outside and mysterious on the inside, the store’s design encourages visitors to discover and explore the Melissa universe right from the moment they enter.
Conceived by Grendene’s research, development and innovation division manager Edson Matsuo, with the collaboration of architects Domingos Pascali and Moema Wertheimer, New York’s Galeria Melissa is an “urban cave” that seeks to inspire images of a welcome hideaway laced with mystery and adventure.
The mysterious mood of the cave comes from the displays, which are reminiscent of rocky formations and emerge from the floor and sides. The lines inspired by the streets of Soho decorate the walls, floor and ceiling. All of the furniture is modular, which will give future artists who are invited to design the interior space more flexibility when creating their works.
Speaking of which, the first artist to be introduced in the store is a former Melissa collaborator: Eli Sudbrack, from the artist collective AVAF. His work — lines of sequins that decorate the back and sidewalls of the store — will definitely get a reaction. His neon-colored star hangs in the window while, on the bottom floor, a video piece by Sudbrack will be projected.
The big launch party will happen on February 8 and the list of invitees includes such names as Jason Wu, Dita Von Teese, Alessandra Ambrósio, LoveFoxxx… and others in that same vein. It’s going to be so fun!
Melissa has prepared some cute gifts to give out, too: Balloons and tees printed with “I Love NY,” but with Melissa Ultras in the place of the hearts. Click on +Photos to see them!