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30 of October of 2012 | 9:43

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  • Galeria Melissa transformed its facade using LEGO pieces
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  • People can escalate the LEGO rainbow
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  • Galeria Melissa Sao Paulo + LEGO
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  • Little peek inside Galeria Melissa + LEGO

Galeria Melissa + LEGO

Surprise! The facade of Galeria Melissa in Sao Paulo has been created from LEGO! This past weekend, more than 700,000 colored plastic pieces arrived in the form of building blocks and replaced Julie Verhoeven's illustrations as a big staircase in rainbow colors.

To commemorate the success of the Melissa Rainbow collection, Galeria Melissa's front received a new take, with an enormous blue sky scattered with clouds and a rainbow staircase linking them both. It will be the first time that the public can, literally, climb the work and the Galeria's walls. Inside, our concept store has been covered in adhesive panels that illustrate the LEGO pieces.

The partnership between these two brands came together through the help of the team at Casa Darwin Creations, Rodrigo Leão and Márcio Cócaro, who also were behind Galeria Melissa's Post Its facade at the beginning of last year. "Melissa and LEGO both use plastic with creativity and color," said Leão, the partner and director of Casa Darwin. "Melissa is one of the most collaborative international brands out there and is always looking to create original projects with other innovative and creative brands."

Inaugurated today, the Melissa + LEGO partnership celebrates not only the release of the 2013 Brazilian winter fashion season, but also the 80th anniversary of the Danish brand that revolutionized the toy market with a new concept that stimulates children to express their world by building it.

At the end of February'13, 95% of the pieces from the facade will be returned back to LEGO Brasil and will be used in future installations.  

Galeria Melissa SP
Rua Oscar Freire, 827
Open mon-fri from 10am-8pm and sat from 10am-6pm 

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    Alessandra Ambrosio, Galeria Melissa NY FNO, Julie Verhoeven, Galeria Melissa, NY galeria melissa Sao Paulo, Lego, art, instalation Footwer plus awards Clements Ribeiro, show, LFW, summer'13, Possesion Brazil Foundation, Ong, NY, Baile, Gala, Grendene BrazilFoundation Annual Gala Heel Candy, Australia, art, exhibition melissa pop up shop, London, party Brazil Foundation, Ong, NY, Baile, Gala, Melissa, social, celebrity Julie Verhoeven, Galeria Melissa NY, Ultragirl, Fashion Night Out pop up store, Melissa, London, Julie Verhoeven, Kleber Matheus Pandemonia, interview, art Pedro Lourenço, collection, ss'13 Liberty, Ultra+Liberty, GM, Galeria Melissa, Spring coolbrands, book
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