Douglas Friedman captures the new Melissa Shoes store in SoHo, New York City. The gallery-like space is the first American store for the Brazilian footwear brand, known for its colorful PVC jelly shoes and high-end design collaborations. Past collaborations include designers Vivienne Westwood, and Thierry Mugler, and architect Zaha Hadid. Recent collaborations with designers Jason Wu and Gareth Pugh are available in the new store.

Friedman shot the space earlier in the week, capturing the ultra-modern décor. The unique aesthetic includes all-white plaster walls, resin-painted floors, and movable, stalagmite-like pedestals for the shoes. The space also features installations from Assume Vivid Astro Focus, the art collective behind Gaga’s Workshop at Barney’s. The store opening was Wednesday and was hosted by model and Marc Jacobs ex Lorenzo Martone.

Photography by Douglas Friedman

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