New York-based design studio SOFTlab creates a garden for the Melissa flagship store. This garden is inspired by nature and is named after the brand’s collection, We Are Flowers.
Approximately 20,000 red, yellow, blue and green translucent flowers are hanging from the suspended frame. They cover the whole store, from the front to the back. They even emerge from the basement, as if their birthplace is there.
The tricks between the light and the flowers create caleidoscopic images on the white-washed walls, helping the visitor get into the Melissa spirit even more. The flowers have turned into a building material for the installation. They hide in purpose -behind their delicate form- a research of technology and craft. Their goal is to make the store more than just it. The installation is an experience for the visitor to explore.
“We hope it remains mostly hidden in order for everyone to experience the magic of a hanging garden of flowers. We imagine this installation as an extension of the We Are Flowers collection by Melissa: technically innovative with attention to every detail, but first and foremost a design that expresses sensuality through its form and brings joy and color to the Melissa experience.
