Melissa’s London Pop-up
Integrating fashion with music and art, Brazilian footwear brand Melissa has expanded to the UK with the launch of its first pop-up store in London’s Covent Garden.
Known for collaborations with British designer Vivienne Westwood and French designer Jean Paul Gaultier, the temporary footwear store will open on July 13 2012 in an effort to take advantage of the footfall expected from the city hosting the summer Olympics.
Showcasing installations from British artist Julie Verhoeven and Brazilian graphic designer and artist Kleber Matheus, the store hopes to infuse music and art into the interior. Verhoeven’s piece aims to evoke a punk/pop theme in the store. Neon lights and light graphics will be incorporated into the design from Matheus, resulting in a burst of colour for a playful and modern interior.
Pop-up stores continue to prove a successful model for retailers looking to expand their brand into new markets. For more information on this, see the Stylus report New Pop-ups: The Best Brand Boosters of 2010-11.