design:retail - July 2018 - 39

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by the dynamic digital display that is a rotating installation (every three months) of one of the brand's
featured artists. Grendene and Melissa have always
used retail spaces as art showcases and this environment offers numerous opportunities for curated
art installations, one being this digital platform. A
dedicated exhibit space off the main showroom
is another art-focused space. The limited product
displays in this room use narrowly focused museum-quality lights to highlight product.
The team took great care to integrate the proper
infrastructure to provide the power and access required to support the varying needs of the rotating
art installations. In addition to providing a setting
to highlight artists, the brand also hosts events with
influencers, an opportunity to talk about art and
explore their ethos with a public presence.
The entry sequence leads visitors into a diamondshaped main showroom, which continues the
gallery appeal of the space, displaying product in an
artistic and visually impactful way. Eyes are drawn
upward to a dramatic light fixture sculpture that
covers the entire ceiling. This was a custom millwork and lighting collaboration. The millworker
strategically fabricated the long pieces in Brazil and
← Hanging displays
showcase product
like jewels.
→ Rich saturated
woods, earth tones
and a living green
wall were used in
the Green Room
to create a more
casual and comfortable setting.

then they were joined together on-site and installed.
The strips of MDF were routed to encase a light fixture. The structure comes apart in sections for access
and maintenance, but was designed to look seamless in the space. Critical to the effect of this detail
was the use of mirrored surfaces. The reflection of
this strong linear element creates hundreds of lines
surrounding visitors in a surreal experience.
The visual merchandising was influenced by art
gallery techniques, keeping things simple to make
product accessible while showcasing it like artwork.
"The strategy was about marrying product with
art and where it lives in our social consciousness,"
Aslam says. Custom millwork doubles as display
and seating. These abstract geometric forms made
of white Corian offer a solid foundation within the
visually stimulating environment. Cast iron columns
infuse the modern space with a touch of history, an
element that maintains a connection to the cast iron
façade. Replica columns of varying heights were
created for display poles. In addition, display cases
reveal themselves behind mirrored walls that also
reflect an expansive artist-created mural, another
installation that can be changed periodically.
With the dramatic ceiling detail and use of

mirrored surfaces, it was important to use a neutral, subdued color palette in order to allow the
art and product to be the focus of attention. The
existing herringbone wood floor was a pleasant surprise that the team took advantage of for
the main showroom. In other areas, a porcelain ceramic flooring material offers a concrete
look. From white and black Corian to lacquered,
painted wood or MDF, the intent was to provide a
non-specific texture and uniform look so as to not
compete with the strong architectural lines and
reflective surfaces.
The final destination is the Green Room, which
offers a completely different experience for visitors. Rich, saturated woods, earth tones and a
living green wall create a more casual and comfortable atmosphere, serving as a more intimate setting
for customer interactions. Hanging displays showcase product like jewels, while bent acrylic pyramid
shapes are fitted with LED light fixtures to highlight
featured merchandise. The centerpiece of this area
is the large, sculptural transaction desk.
From the art-focused entry sequence to the
Instagram-worthy detailing, visitors are intrigued by
every angle, reflective surface, product display and
art installation. Where does one end and the next begin? You can bet they will share this #galeriamelissa
experience and be watching for what is coming next.
"The current reality for retailers like Melissa is
that consumers are purchasing more online," Aslam
says. "The function of the retail space needs to be
something different. The intention here, and with
other new spaces, is to start a conversation with a
target market and the things they care about. Being
challenged to create a cultural touchstone versus a
selling area is an amazing opportunity."

PROJECT FILE
Galeria Melissa
New York
RETAILER

Melissa (parent company
Grendene)
CONTRACT DESIGN FIRM

Muti Randolph, Mancini Duffy
ARCHITECT

Mancini Duffy
GENERAL CONTRACTOR

Nycon Interiors
CONSULTANTS/ENGINEERS

C&B (MEP engineers), Gace
Consulting (structural engineers)

STORE FIXTURES

Mancini Duffy, Muti Randolph
(custom designs); fabricated by
Viecelli Móve
LIGHTING DESIGN

Mancini Duffy, Muti Randolph
MILLWORK

Viecelli Móveis
TECHNOLOGY

LEDCOM (LED screens)
Information in the project file is
provided by the retailer and/or
design firm.

Table of Contents for the Digital Edition of design:retail - July 2018