The Sao Paolo flagship of Brazilian jelly brand Melissa doubles as a gallery space: When Jason Wu designed a line for the label, for example, the company also let him decorate the walls. Here in New York, the new Soho store keeps the concept going in a sleek white space intended to feel like an “urban cave.”
Creative director Edson Matsuo wanted the interior to act as a blank page for featured artists, but that doesn’t mean the store has no style on its own. The geometric lines on the white walls and the jutting shoe platforms make the space feel ultra-modern, though the colorful, recyclable footwear keeps things from getting too cold and space-age.
Video art by Sudbrack will be projected onto the spiral staircase.
The store carries the complete Melissa collection, with prices for adult sizes ranging from $80 for Ultra flats to $350 for shoes bedazzled with Swarovski crystals. Though the focus is on women, you’ll also find men’s loafers and some adorable Mary Janes for kids. Look for collaborations with Wu, Vivienne Westwood, Gareth Pugh, and others, including some design stars who aren’t known for their clothes—architect Zaha Hadid once created a style.
Vivienne Westwood Anglomania and Melisssa Dragon Lady slingbacks, $190.
Melissa Peace wedge sandal, $140.
Campana Brothers for Melissa Zig Zag flat, $80.
The shop’s other notable collab is a series of installations with Assume Vivid Astro Focus, the art collective that designed Gaga’s Workshop at Barneys this past Christmas. (Like Melissa, co-founder Eli Sudbrack is Brazilian.)
Want to see it in person? The shop is at 102 Greene Street.