First Look: Inside Melissa’s New L.A. Shop

Melissa has arrived in Los Angeles. The Brazilian footwear brand, known for its colorful jelly shoes, opens a shop today at Westfield Century City mall.

Established in 1979 and owned by Brazilian manufacturing company Grendene, Melissa has more than 300 stores globally and is sold at more than 20,000 retailers in 80 countries.

The L.A. location, called Melissa Clube, marks the company’s second U.S. presence, after opening in New York City in 2012. The SoHo store, Galeria Melissa, was its first retail expansion outside of Brazil, offering consumers an interactive experience using art and design. Similarly, the new shop — a 1,093-square-foot space designed by Ouriço Arquitetura e Design of Rio de Janeiro — serves as a West Coast hub for the brand to showcase its values. Along with art and design, that includes artistic partnerships (past collaborators include fashion designers Jean Paul Gaultier, Thierry Mugler, Karl Lagerfeld and Vivienne Westwood) and sustainability. All Melissa shoes are predominantly made with 100 percent recyclable and vegan material.

View Gallery

Related Gallery

Dior Pre-Fall 2021 Preview

The company launched its recycling program, “Conscious Consumption,” last year, and in October, it unveiled its first shoe made entirely from recycled material, the “Melissa Flox M” design.

“This launch marked a crucial step in our sustainability journey, and still, it is just the beginning,” continued Scherer. “We have many core sustainable projects for 2021, which includes the launch of our second 100 percent recycled style and an exclusive collection with a special composition of 50 percent recycled material from factory waste and 30 percent renewable carbon content. The L.A. opening also marks our international expansion plan for 2021 with more than 10 exclusive store openings in the USA and Asia.”

To celebrate its L.A. expansion, Melissa has partnered with creative directors M. Czerwinski and Cybelle Bradford for its #MeetMelissa campaign, a photo series celebrating 30 young creatives and paying homage to the youth of L.A. Shots of the project are displayed at the Century City store, open Sunday through Thursday from 11 a.m. to 7 p.m., Friday and Saturday from 10 a.m. to 8 p.m.

Source: Read Full Article