Melissa has arrived in Los Angeles. The Brazilian footwear model, identified for its colourful jelly shoes, opens a store right this moment at Westfield Century Metropolis mall.
Established in 1979 and owned by Brazilian manufacturing firm Grendene, Melissa has greater than 300 shops globally and is bought at greater than 20,000 retailers in 80 international locations.
The L.A. location, known as Melissa Clube, marks the corporate’s second U.S. presence, after opening in New York Metropolis in 2012. The SoHo retailer, Galeria Melissa, was its first retail growth exterior of Brazil, providing shoppers an interactive expertise utilizing artwork and design. Equally, the brand new store — a 1,093-square-foot area designed by Ouriço Arquitetura e Design of Rio de Janeiro — serves as a West Coast hub for the model to showcase its values. Together with artwork and design, that features creative partnerships (previous collaborators embrace trend designers Jean Paul Gaultier, Thierry Mugler, Karl Lagerfeld and Vivienne Westwood) and sustainability. All Melissa shoes are predominantly made with 100% recyclable and vegan materials.
The model has collaborated with inventive administrators M. Czerwinski and Cybelle Bradford for its #MeetMelissa marketing campaign, a photograph collection that pays homage to the youth of L.A.
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‘’With Melissa’s arrival in Los Angeles and the growth of our model’s presence within the worldwide situation, Melissa is dedicated to emphasizing and highlighting the position of sustainability in all our initiatives and efforts,” Melissa’s international supervisor Raquel Scherer advised WWD in an unique assertion. “We intention to create an unforgettable, distinctive expertise for every buyer visiting our new retailer. They may have entry and details about the uncooked supplies used to make Melissa footwear, about our model’s initiatives, and concentrate on selling a round financial system. Identical to all of our [over] 300 unique shops all over the world, the brand new Century Metropolis retailer may even rely on a shoe recycling bin, the place prospects will likely be inspired to discard their post-use Melissa merchandise to allow them to be recycled and made into new footwear.”
The corporate launched its recycling program, “Acutely aware Consumption,” final yr, and in October, it unveiled its first shoe made completely from recycled materials, the “Melissa Flox M” design.
“This launch marked a vital step in our sustainability journey, and nonetheless, it’s only the start,” continued Scherer. “We’ve many core sustainable initiatives for 2021, which incorporates the launch of our second 100% recycled model and an unique assortment with a particular composition of fifty % recycled materials from manufacturing facility waste and 30 % renewable carbon content material. The L.A. opening additionally marks our worldwide growth plan for 2021 with greater than 10 unique retailer openings within the USA and Asia.”
To have a good time its L.A. growth, Melissa has partnered with inventive administrators M. Czerwinski and Cybelle Bradford for its #MeetMelissa marketing campaign, a photograph collection celebrating 30 younger creatives and paying homage to the youth of L.A. Pictures of the undertaking are displayed on the Century Metropolis retailer, open Sunday by way of Thursday from 11 a.m. to 7 p.m., Friday and Saturday from 10 a.m. to eight p.m.
