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Take a Tour of Melissa's Trippy New Soho Space

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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.

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.

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. Yesterday, we ran a clip of the video art they created for the back of the store, but you'll see more of their work in the slideshow above.
· Watch the Psychedelic Video Installation at the New Melissa Store [Racked NY]
· Are You Ready for These Jellies? Melissa Is Coming to Soho [Racked NY]
· Gaga's Workshop Officially Opened at Barneys Last Night [Racked NY]

Melissa

102 Greene Street, New York, NY 10012 (212) 775-1950 Visit Website