Melissa

Edson Matsuo:

Melissa: How are the Galerias in New York and São Paulo similar and how are they different?
Edson Matsuo: They’re similar in relation to the sense of harmonious familiarity that exists in both, the physical space, and shoppers can have an intimate connection with the art and how they’re integrated. However, they’re different when it comes to their relationship with the street. While Galeria Melissa in São Paulo opens up to an urban space, the Galeria in New York is more intimate in terms of giving off the sense that it’s a mysterious hideaway. What happens there? What is the experience like? What emotions does it conjure?

Melissa: What’s the most noticeable characteristic of New York’s Galeria Melissa?
Edson Matsuo: The project’s strength is not only the main star of the show. To be present without being obvious; to provide an ever-changing space within the context of the product displays; the use of colors and patterns on the walls, ceilings and floor in order to have total freedom in visual projects co-created with invited artists, designers and architects. The most important thing, always, is to present the product and reinforce its identity.

Melissa: How many people were involved in the project to create Galeria Melissa NY? 
Edson Matsuo: That’s a very interesting question. The idea started as a conversation with brand manager Paulinho Pedó about spaces for Melissa. While exchanging ideas and talking about things we noticed, he challenged me to create something that went beyond the Melissa product and would be more of an experiential space. Out of this challenge grew the idea of finding a space for Melissa in Soho. The next thing was to look for help to carry it forward, so we asked my best college classmate, the architect Domingos Pascali.

Paulo Pedó

Melissa: Galeria Melissa has arrived in NY to boost Melissa sales outside of Brazil?
Paulo Pedó: The mission of Galeria Melissa is to spread our values — diversity, happiness, the taste for the beautiful through the new, to promote collaboration (which is the soul of our brand) and to show plastic in its most seductive form — and not just to sell more. That’s why the name is “Galeria” [“gallery” in Portuguese].
Like the project in São Paulo, sales are not fundamental in our strategy for New York. They’re just a consequence.
We’re more excited about the potential to spread ideas and provide experiences through this project. I’m sure that Melissa will be seen as a totally new format, not only in New York, but throughout the U.S., depending on the success of this space in Soho. We believe New York will be another global hub that will spread the brand’s content. That, definitely, will have an effect on our sales as a whole as much as in the U.S. as in the rest of the world. And it strengthens our image in Brazil and with our fans.

Melissa: And what about plans to open other Melissa stores outside of Brazil? 
Paulo Pedó: Yes, we’re planning to open at least two more stores in the foreign market. One of them will be located in an influential fashion and trend center in Europe, possibly in 2012, and the other — more in the future — will be in Asia but we haven’t decided on the place and date yet.