Fans of rubber shoes will be partying in a few weeks when popular Brazilian shoe brand Melissa opens its first U.S. store in SoHo on February 8th, the eve of Fashion Week. The label is most famous for its frequent collaborations with big-name designers like Vivienne Westwood, Gareth Pugh and Jason Wu to name a few, who have translated their signature aesthetics to Melissa's jelly based materials.
The store at 102 Greene Street right next to Jill Stuart's longtime boutique is said to be modeled after the brand's flagship in São Paolo which has a dramatic gallery format described by WWD as "hypermodern" and frequently hosts art exhibitions. The new store will open with a display from AVAF (Assume Vivid Astro Focus) collective which is run by Christophe Hamaide-Pierson and Eli Sudbrack who recently garnered a lot of attention for designing the GaGa's Workshop installation at Barneys New York during the recent Holiday season.
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