Galeria Melissa Flagship, New York
500 Broadway, New York, NY 10012
Brazilian footwear brand Galeria Melissa has re-launched its US presence with an experiential flagship at 500 Broadway in SoHo.
With visually striking architectural design from digital illustration pioneer Muti Randolph, the store seamlessly blends retail theatre with art gallery. The concept is an extension of the Galeria Melissa stores in Sao Paolo and London, both of which strive to support both local art and the local urban context.
Designed by Muti Randolph, Galeria Melissa is a space that’s made to change, to host installations and guest artists.
Dubbed ‘The Future of Her’, the New York store’s concept focuses on women’s empowerment, gender and cyber-feminism, and is curated by creative icons Kelsey & Rémy Bennett.
Immersive and inspiring, the space is a canvas for local artists and creators, with exhibits rotating seasonally. The aim is to be a contemporary, ever-changing space inserted into the classic architecture of the area.
Behind the store’s historic façade, a huge, mirrored LED installation plays a kaleidoscopic light show that contrasts new and old and draws interest from the street. Inside, three main rooms feature footwear displayed as objets d’art within a heavily geometric setting. A smaller room features a lounge and a lush green wall, with design tapping into natural materials.
With the exception of a handful of fixed spaces that tie the space into the local area, the entire gallery is made to be changeable and adaptable, and is able to accommodate guest artists and installations.
Part boutique, part gallery, the SoHo flagship is all kinds of unmissable.