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8 of February of 2012 | 23:54

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  • Sarah Fones takes you to NYC's hotspots

Sarah Fones takes Melissa fans around NY

 Melissa Gallery is about to open in NY and when you come for a visit you should also come with great tips to walk around NY without waisting time with "tourist only" tours. Journalist and New York expert, Sarah Fones filled our notebooks with great tips for all sort of personalities. Check it out.

Melissa- I'm a fashionista crazy for colorful, fun and playful things. Where would you take me?
Sarah Fones-
 If you're into vintage, then I would say Amarcord in Soho for sure. It's a small boutique on Lafayette where everything is organized by color: vibrant reds, purples, greens, blues, pinks. Imagine playing dress up in your super-chic Italian aunt's insane closet. The owner is Italian, so a lot of the pieces come from Italy. All are high quality ready-to-wear and in mint condition. I've seen vintage YSL, Missoni, Ungaro. And they also have a killer collection of handbags, belts, sunglasses and jewelry.

Melissa - I'm a 21 year old girl looking for adventure. Where should I go?
Sarah Fones -
The options are seemingly limitless. But in terms of nightlife there's always Le Bain or the Top of the Standard (aka The Boom Boom Room) at the Standard hotel. I think it's still the tightest door in New York. Something more relaxed but still fun is Birreria at Eataly. It's a rooftop beer bar with a great selection of brews and a lot of yummy meat dishes. But for me a must is still getting a martini at Bemelmans Bar at the Carlyle Hotel. I can't think of anything that's more classically New York than this. It's dark and cozy and there's a great piano player and sometimes live jazz. Woody Allen has even played there!

Melissa- I'm a culture lover, seeking the for modern art. Where would you take me?
Sarah Fones - 
The Museum of Modern Art, definitely! There's a Cindy Sherman exhibition opening in late February. The Guggenheim and the Whitney also have cool shows on right now. And Chelsea is always great for galleries: Lehman Maupin, Gagosian, etc.

Melissa- I'm a Soho addict looking for the coolest restaurant in that zone. Where would you take me?
Sarah Fones-
 I just ate at an amazing restaurant on Mulberry Street called Balaboosta. The cuisine is Middle Eastern-influenced and so, so so good. Perfect for brunch and dinner. And literally just across the street is Rubrirosa, a really hip, old school Italian place (it is Little Italy after all!) Café Gitane is great for people watching. Lots of models and celebs.

Melissa- I just want to experiment the new yorker lifestyle...
Sarah Fones- 
I think that anyone visiting New York should visit the High Line. It's kind of like a little urban oasis in the middle of a bustling city. Basically they built a public park atop what was once an old, elevated freight rail track. There are all kinds of really lovely plants and flowers and benches and deck chairs to lounge on. The views are great—you can see across the Hudson river all the way to New Jersey! I also recommend both Film Forum and the IFC Center for movies. Here you're going to see the films that you can't see elsewhere in New York—or maybe even in the country! They both show a lot of old classics, documentaries and independent films.

Melissa- I'm super romantic, love pink, lace and bows. What do you suggest?
Sarah Fones -
Two places: Victoria's Secret and Kiki de Montparnasse. The former is definitely more casual (and cheaper) than the latter. But both have fun and fabulous lingerie. Best of all, they're located just a few blocks away from each other in Soho.

Melissa- I'm brazilian! Where would you take me?
Sarah Fones - 
Walking around the West Village. It's arguably the loveliest neighborhood in the city. And architecturally at least, it's a lot different from anything that you're going to see in places like Rio or São Paulo. There are amazing apartments and townhouses, many of them dating from the 18th and 19th centuries. It kind of feels like going back in time—at least until you see all of the cabs and everyone taking pictures on their iPhones.

Melissa- I'm a discount freak for buying fashion clothes. Where would you take me?
Sarah Fones -
 INA is great. Just imagine a Barneys warehouse sale on a smaller scale. Beautiful clothes, most of them new and in great condition. There are two locations, both in Soho. I also like Second Time Around. Same kind of vibe, but the clothes are probably more classic. INA carries edgier merchandise. And there are ALWAYS sample sales happening. Just check online. 

Thank you Sarah!

If you also have tips you'd like to share, do it!

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8 of February of 2012 | 23:37

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  • Jason Wu for Target

MELISSA OPENS HORIZONS WITH JASON WU TO NEW PARTNERSHIPS

By Roberta Weber

The collaborations between Jason Wu and Melissa have turned into absolute successes, and perhaps this meeting of styles has inspired the designer. His just-launched partnership is with American big-box retailer Target, for whom he created a sophisticated collection full of fashionable references. Besides clothing, the line also includes beautiful scarves and bags that strongly echo the designer’s characteristics.

In a navy inspiration and a preppy-romantic style, the palette of colors is black, white, red and various tones of yellow. Stripes feature on blouses, dresses and skirts. The outfits are super feminine, with full, pleated skirts in elegant and youthful lengths. Classic pieces such as the trench coat, longer cardigans and tops complete the different looks.

Among the Jason Wu models created for Melissa, the newest version, Moon, perfectly tops off an outfit with ankle socks, just as Target’s Jason Wu lookbook suggests. For a more romantic look, the sure bet is the lacy Ultragirl or the Ladydragon, especially for Jason Wu fans who love heels.

For Melissa fans who already have travel plans to the U.S. or have friends dying to go and need an extra push, the collection arrives in stores on February 5 and none of the models are priced over U.S.$60.

Do you like the collection? Which Melissa model do you think best goes with the outfits?

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8 of February of 2012 | 23:22

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  • Welcome to Galeria Melissa in NY
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  • Galeria Melissa in NY
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  • Galeria Melissa in NY
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  • Galeria Melissa in NY

GALERIA MELISSA loves NY

 Located in Soho, a historical region filled with famous bars, boutiques and art galleries, Melissa’s first flagship store outside of Brazil shares the same innovative and surprising spirit as the original in São Paulo. However, the architecture of the Big Apple’s Galeria Melissa is introspective, contrasting with the high-energy and super-urban scene of New York. Discreet on the outside and mysterious on the inside, the store’s design encourages visitors to discover and explore the Melissa universe right from the moment they enter.

Conceived by Grendene’s research, development and innovation division manager Edson Matsuo, with the collaboration of architects Domingos Pascali and Moema Wertheimer, New York’s Galeria Melissa is an “urban cave” that seeks to inspire images of a welcome hideaway laced with mystery and adventure.

The mysterious mood of the cave comes from the displays, which are reminiscent of rocky formations and emerge from the floor and sides. The lines inspired by the streets of Soho decorate the walls, floor and ceiling. All of the furniture is modular, which will give future artists who are invited to design the interior space more flexibility when creating their works.

Speaking of which, the first artist to be introduced in the store is a former Melissa collaborator: Eli Sudbrack, from the artist collective AVAF. His work — lines of sequins that decorate the back and sidewalls of the store — will definitely get a reaction. His neon-colored star hangs in the window while, on the bottom floor, a video piece by Sudbrack will be projected.

The big launch party will happen on February 8 and the list of invitees includes such names as Jason Wu, Dita Von Teese, Alessandra Ambrósio, LoveFoxxx… and others in that same vein. It’s going to be so fun!

Melissa has prepared some cute gifts to give out, too: Balloons and tees printed with “I Love NY,” but with Melissa Ultras in the place of the hearts. Click on +Photos to see them! 

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8 of February of 2012 | 0:3

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  • Melissa's campaign at Time out magazine
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  • Melissa + J Maskrey splashing version
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  • Melissa Patchulli splashing in NY
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  • Melissa Campana Papel
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  • Melissa +Gareth Pugh
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  • Melissa + jason Wu

NEWS SPLASH! MELISSA PREPARES TO DIVE INTO THE BIG APPLE!

 We’re super anxious for Galeria Melissa’s opening in New York. At the same time that the final touches are being made to the store, the ad campaign that Melissa has done to announce its arrival in the Big Apple is starting to spread. It will be featured in TimeOut and various online sites including Style.com, NYTimes.com and Fashionista.com. In addition, the campaign will be seen all over Spring Street Station. The entire subway campaign will consist of more than 60 panels.

And that’s not it! Yellow taxicabs throughout NYC will be showing images on their screens of various Melissa shoes seemingly appearing from a splash of liquid PVC, the raw material from which Melissa shoes are made! The campaign can be activated through a QR code as well.

The 30-minute film will run beginning tomorrow until March 6 on 6,800 (!!!) NY taxis — 50% of the active fleet, and thus is expected to generate a total of more than 1 million views. Think of it like this: a Plastic Paradise invasion of the most frenetic metropolis in the world!

Check out the images from the campaign by clicking on +Photos, plus the film, too, on the Melissa Channel. 

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8 of February of 2012 | 0:0

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  • Paulo Pedó and Edson Matsuo

Melissa's top heads talk about Melissa Gallery in NY

 We stole some precious minutes from Melissa’s Creative Director Edson Matsuo and Operation Manager Paulo Pedó so that they could talk to us about the opening of Galeria Melissa in New York. We discussed the concept, the goals of the store and future plans for Melissa. Read on!

Edson Matsuo:

Melissa: How are the Galerias in New York and São Paulo similar and how are they different?
Edson Matsuo:
 They’re similar in relation to the sense of harmonious familiarity that exists in both, the physical space, and shoppers can have an intimate connection with the art and how they’re integrated. However, they’re different when it comes to their relationship with the street. While Galeria Melissa in São Paulo opens up to an urban space, the Galeria in New York is more intimate in terms of giving off the sense that it’s a mysterious hideaway. What happens there? What is the experience like? What emotions does it conjure?

Melissa: What’s the most noticeable characteristic of New York’s Galeria Melissa?
Edson Matsuo:
 The project’s strength is not only the main star of the show. To be present without being obvious; to provide an ever-changing space within the context of the product displays; the use of colors and patterns on the walls, ceilings and floor in order to have total freedom in visual projects co-created with invited artists, designers and architects. The most important thing, always, is to present the product and reinforce its identity.

Melissa: How many people were involved in the project to create Galeria Melissa NY? 
Edson Matsuo: 
That’s a very interesting question. The idea started as a conversation with brand manager Paulinho Pedó about spaces for Melissa. While exchanging ideas and talking about things we noticed, he challenged me to create something that went beyond the Melissa product and would be more of an experiential space. Out of this challenge grew the idea of finding a space for Melissa in Soho. The next thing was to look for help to carry it forward, so we asked my best college classmate, the architect Domingos Pascali.

Paulo Pedó

Melissa: Galeria Melissa has arrived in NY to boost Melissa sales outside of Brazil?
Paulo Pedó: 
The mission of Galeria Melissa is to spread our values — diversity, happiness, the taste for the beautiful through the new, to promote collaboration (which is the soul of our brand) and to show plastic in its most seductive form — and not just to sell more. That’s why the name is “Galeria” [“gallery” in Portuguese].
Like the project in São Paulo, sales are not fundamental in our strategy for New York. They’re just a consequence.
We’re more excited about the potential to spread ideas and provide experiences through this project. I’m sure that Melissa will be seen as a totally new format, not only in New York, but throughout the U.S., depending on the success of this space in Soho. We believe New York will be another global hub that will spread the brand’s content. That, definitely, will have an effect on our sales as a whole as much as in the U.S. as in the rest of the world. And it strengthens our image in Brazil and with our fans.

Melissa: And what about plans to open other Melissa stores outside of Brazil? 
Paulo Pedó:
 Yes, we’re planning to open at least two more stores in the foreign market. One of them will be located in an influential fashion and trend center in Europe, possibly in 2012, and the other — more in the future — will be in Asia but we haven’t decided on the place and date yet.  

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