Melissa launches London pop-up storeMonday, 16 July 2012
Brazilian footwear brand Melissa has opened a pop-up
shop in Covent Garden in a bid to celebrate the London Olympics 2012.
Founded over 30 years ago, the Covent Garden store is the brand's first pop-up, which will feature installations by British artist Julie Verhoeven and Kleber Matheus to provide a contemporary urban backdrop.
Julie Verhoeven stated: “Installation Barefoot on Hometurf" celebrates Melissa cart wheeling into London and the city's rich history of street culture, I wish to produce a riotous, vibrant, wall collage, rendered in an anarchic, London spirit. If the artwork were a girl, she would be both punk and pop, with a barefoot dancing hippy heart and a fascination with the exotic Melissa and her Plastic Dreams!”
Graphic artist Kleber Matheus created interior installations featuring exposed neon signs. The project was inspired by the theme of Melissa’s Spring/Summer 2012 collection, Power of Love, with psychedelic dashes of vibrant colors, which translate Matheus’s irreverent and creative point of view.
Melissa's pop-up shop is located at 15 King Street.