The newly opened Melissa Singapore shoe store is larger than the hip footwear label’s other flagships in Sao Paulo, London and New York.
The brand’s dance-inspired range is spread out over 1700 sqft of space dubbed MDreams, in the Raffles City shopping centre.
The Brazilian label is renowned for its eco-friendly plastic shoe range which includes sandals, flip flops, boots and sneakers. Its footwear is affectionately described as “Jelly shoes”.
The opening of the Melissa Singapore store MDreams is part of the company’s longer-term strategy to expand brand awareness and sales in Asia.
“The new Melissa MDreams flagship store gives us the opportunity and platform to evolve our customer experience, ensuring that we continue to deliver authentic and personalised experiences through various enhanced customer loyalty programmes, service standards, and technology application, for a seamless Melissa experience in store,” said Terence Yow, MD of Enviably Me, the local distributor of Melissa.
The Melissa Singapore store was designed by local interior architecture firm, Laank. Inspired by “dance and movement,” it features curved shelves with a ‘semi-floating’ effect and signature white canvas allows the colourful range to stand out.
“When we embarked on the project to reimagine how the new Melissa MDreams flagship store would be, the team decided that our customers must be at the heart of everything we do in this project,” added Yow.
“It is about putting the customer before the design, creating a shopper experience-centric shop design.”