Engage Production create shoes art in Galleria Melissa, Covent Garden

Engage Production, a specialist in interactive technologies for branded environments, has created the ultimate pedal extremity with its now kinetic sculpture of clear acrylic boxes, each containing a single Melissa shoe for the new Galleria in Covent Garden, Central London – the brand’s first permanent store in Europe.

Galleria Melissa will house the label’s full collection of shoes for women, men and children, as well as its designer collaborations with the likes of Jason Wu, Gareth Pugh, Vivienne Westwood, and Karl Lagerfeld. These swanky, modern, plastic shoes come in lush colours and are a must-have for comfort and an eco-friendly form of self-expression.

Engage Production was commissioned by innovative architecture and design firm, IDL to design, engineer and install a kinetic sculpture display as a centrepiece to Galleria Melissa’s new location. The result is the ultimate, kinetic showcase for the Brazilian shoe design sensation.

The kinetic sculpture, comprises 21 clear acrylic boxes, each displaying a single Melissa shoe; the DMX-controlled kinetic sculpture is the centrepiece of the store’s creatively styled contemporary interior.

The store’s design is a collaboration between Muti Randolph, a multi-media artist and interior designer from Rio de Janeiro, and Melissa’s creative director, Edson Matsuo. Space has a sleek, minimal look with futuristic, white gloss display plinths and shelves; the modern interiors contrasting with the store’s historical façade.

Melissa’s, the ‘red carpet’ shoes of choice for Katy Perry, Agyness Deyn, Anne Hathaway, Cate Blanchett, and Kate Moss, are the sophisticated, stylish and eco-friendly, plastic shoes that have sold  50 million pairs in the last 25 years and walked their way to 80 different countries around the world.

“We’re delighted to have been able to work with Melissa on the company’s new European flagship store,” explained Engage Production founder and managing director, Steve Blyth. “This is a stunning Galleria in a gorgeous Georgian building, in one of London’s premium retail areas, and to have been able to contribute to the design and build of the outlet is an absolute privilege.”