Design: Mancini Duffy
Store size: 743 sq m
Opening date: July 2017
Brazilian footwear brand, Melissa opened a new futuristic boutique in July, located in New York's SoHo district. The experiential store – part boutique, part art gallery – has been designed by New York-based architecture, planning and interior design firm, Mancini Duffy. Melissa wanted to move its brand into a new flagship store to bring it in line with its Galeria concept and expand its presence in the New York fashion scene.
Working with design inspiration from visual designer Muti Randolph, Mancini Duffy realized the new retail concept in a 743 sq m space in the heart of SoHo’s historic cast iron district. The space was completely renovated to combine a high-end retail environment with a gallery platform that showcases contemporary artists who are aligned with the Melissa brand.
The store is divided into four major experiences, beginning with a kaleidoscope-like entry that mitigates the dynamic exterior streetscape with the main showroom. Visitors enter via a metal bridge that runs through a 'moving landscape' created by artists, which is displayed using large-scale LED screens and mirrors.
In the showroom, a light fixture sculpture covers the entire ceiling, defining the space. Custom sculptural benches provide seating for shoppers. Display cases reveal themselves behind mirrored walls that reflect an expansive mural; again, created by artists, the installation is periodically changed.
The colour palette of the interior is subdued and neutral, in order to allow the art and product to be the focus of attention. Located off the main showroom is an area dedicated to artist installations; here, limited product display are lit with narrowly focused museum-quality lights.
The final space in the store is the green room, defined by rich, saturated woods and a living green wall, which is covered with living plants. A large, sculptural custom cashier’s desk takes centre stage in this space.