- Article by Online Editor
- Photography by Peter Bennetts
- Designer Edwards Moore
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A flagship store for Brazilian shoe company Melissa, this fitout reflects the playfulness of the internationally renowned brand. An unusual response was developed to match the unique collection of shoes produced by Melissa and celebrate that materiality synonymous with the product.
Occupying a high traffic site on the corner site in the QV centre in Melbourne’s CBD, it was imperative that the fitout provided a visual feast for the passing pedestrian: a dynamic and constantly evolving space. Internally, we wanted to create another world, a sensory delight.
Using nearly 300 PTFE plastic spheres threaded onto tensioned cables mounted around the perimeter, the store appears to be filled with bubbles. These bubbles provide a separation between customer and pedestrian while also encouraging views into the store and generating intrigue. The spheres are used as a display piece, with a bespoke fitting made using a suction cap that allows shoes to be mounted anywhere within the display. The rear wall of the store acts as a giant billboard, a canvas for the signature graphics and artwork produced for each new designer range, ensuring views into the store do not dwell only on the perimeter.
The use of muted and understated colours means the fitout doesn’t compete with, but rather complements the shoes, while programmable integrated LED lighting allows for an unlimited number of colours to wash over the displays and create a truly dream-like atmosphere for both observer and occupier.