Brazil in NYC
by David Kaufman, 03/21/2012
Photo: Douglas Friedman, courtesy of Melissa
102 Greene St., 212-775-1950, SoHo, Manhattan
The first New York branch of the groovy São Paulo–based Melissa shoe empire relied on a host of local creative talent to create its modern boutique environment. The gallery-like shop showcases Melissa's candy-colored plastic designs, all set against a funky video-art and light-tube installation by Eli Sudbrack (aka Assume Vivid Astro Focus), the Brazilian-born, New York–based artist. Galeria Melissa's approach to retail is sleek and futuristic, with the shoes displayed as though they're artwork. In keeping with fashion's current penchant for high-meets-low capsule collections, Melissa has recently partnered with fashion titans including Jason Wu, Gareth Pugh, Vivienne Westwood and fellow Brazilian Alexandre Herchcovitch, creating footwear at prices as gentle on wallets as Melissa's plastic pumps are on heels.