Melissa's Plastic Paradise
Brazilian footwear brand Melissa, known for its quirky and youthful plastic creations and collaborations with designers such as Vivienne Westwood and Karim Rashid, has unveiled its latest branded space at Sao Paulo Fashion Week (January 19-24 2012).
This season, Melissa opted for a public space in the Bienal convention centre where SPFW takes place, instead of one of the many lavishly decorated invite-only lounges set aside for brands. Reflecting its fun, young, pop cultural style with candy-coloured graphics, perspex fixtures (shoes are displayed in museum-style perspex boxes, lit from above) and digital screens, the open display of its latest collection reflects the brand's growing digital strategies.
The space is part of a wider social media campaign. QR codes accompany each shoe style, and visitors are asked to vote for their favourite in the new Plastic paradise collection, and follow the brand's tweets and Instagram photo uploads. Fans of the brand are invited to upload their own images to the Melissa website in order to 'participate' in SPFW.
As a brand, Melissa is leading the field in Brazil in terms of social media, which drives traffic to its e-commerce site, with active Facebook and Twitter strategies.