Footwear brand Melissa has opened a pop-up store at Galleries Lafayette in Paris
Brazilian fruit-flavored plastic footwear brand Melissa has opened a pop-up space for the second year in Galleries Lafayette, one of the most fashionable department stores in Paris. This year, to draw attention to the project, a photograph of one of Melissa's latest advertising campaigns flaunts on the pediment of the famous department store.
The French design bureau Carré Basset helped design the pop-up space for the Brazilian company. The designers were inspired by the popular model of the Possession brand, bright colors and unexpected shapes. In addition, the brand has invested in the development of an augmented reality video in which Melissa Possession flies over the store, the result of the efforts of the Paris-based creative studio Perimeter Studio.
The Melissa pop-up store will feature 20 models from the brand. Among them are the classics Melissa Possession, Melissa Free, a line made with EVA Biobased sugar cane material, models from the brand's three latest collaborations with Jean Paul Gaultier, Y/Project and a third global brand, which is scheduled to launch on June 20th.
Melissa Global Manager Raquel Scherer said the brand is "very excited" to be back at Galeries Lafayette in Paris. "We are very proud to be able to represent our Brazilian identity and culture internationally," she said. “Paris is the fashion capital of the world and we are very lucky to have extended our partnership for another year.”
Melissa's new pop-up at Galeries Lafayette is open until 31 August.
The Brazilian footwear brand Melissa is owned by Grendene Global Brands and belongs to the mainstream segment. In Russia, the brand's shoes are represented in the multi-brand network of shoes and accessories Rendez-Vous.
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