Melissa Shoes

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Edwards Moore designed a flagship store for the Brazilian shoe brand. The fitout needed to reflect the internationally renowned brand as well as support the unique product.

Project description:

A dream commission that required an equally unique response. Housed in a corner site in Melbourne’s QV centre, a highly visible high traffic area it was essential that the fitout provided a visual feast for the passing pedestrian, a dynamic and constantly evolving space. Internally the need was to create another world, a sensory delight.

Using nearly 300 PTFE plastic spheres threaded onto tensioned cables mounted around the perimeter provides a separation between customer and pedestrian whilst encouraging views into the store and generating intrigue.The ‘bubbles’ celebrate the materiality synonymous with the product. The bubbles themselves providing the display for the shoes, a bespoke fitting utilising a suction cap, allows for 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 of the store do not dwell only on the perimeter.

The use of muted and understated colours means the fitout doesn’t compete with, but supports the shoes, whilst programmable integrated LED lighting allows for an unlimited amount of colours to wash over the displays and create a truly dream-like atmosphere for both observer and occupier.

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Photos by Peter Bennetts

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