Brazilian eco-friendly plastic shoe sensation, Melissa launches world’s largest flagship store – MDREAMS, right at the heart of Singapore’s Central Business District at Raffles City Shopping Centre. Taking the love for fashionably stylish footwear to a whole new level, the new 1,700 square foot flagship store is Melissa’s largest standalone store globally, other than the brand’s signature Galeria Melissa in São Paulo, London, and New York.
The launch of Melissa MDREAMS largest flagship store in Singapore is part of the brand’s longer- term strategy towards establishing greater store-customer relationship, as well as the opportunity to further reinforce and enhance its brand presence in the market.
“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,” says Mr Terence Yow, Managing Director, ENVIABLY ME Pte Ltd, official distributor of Melissa.
The new Melissa MDREAMS flagship store in Singapore is conceptualised with emphasis on enhancing customers experience in-store. The design concept, created by Singapore-based interior architecture firm, LAANK, takes inspiration from dance and movement, keeping to the key design principle of a white canvas that allows Melissa’s unique and colourful footwear collections to take centre stage in the overall aesthetics of the store. Most importantly, the overall design and layout take into consideration the entire customer journey within the new store, featuring points of interests such as promotional or event spaces that encourage discovery of the brand, and enhancing customer engagement.
The new flagship store is anchored on the main design feature of an oversized, brightly lit centrepiece that leads customers on a journey through the store, showcasing a little waltz of shoes on display that look semi-floating, creating a fluidity and seamlessness to the overall execution. The curved display shelves further emphasise the constant movement and energy of Melissa’s range of exciting footwear. At one glance, even from a distance, the centrepiece display promises to spur interest with its showcase of the latest and most exciting Melissa collections.
The Heart of the Matter
Executed through careful conceptualisation and planning, the new flagship store’s design is based on the principles of creating a holistic, architectural interior that marry form and function, on top of aesthetics. The design is physically beautiful and aesthetically pleasing, but with strong emphasis on shoppers’ in-store experience – overall flow and space, points of interests to keep customers engaged, interaction between customers and products.
“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,” adds Mr Yow. “It is about putting the customer before the design, creating a shopper experience centric shop design.”
LAANK, the brainchild behind the design concept of the new flagship store, is no stranger in both the local and regional interior architecture scene, having successfully executed several high profile projects, including the likes of National Kitchen by Violet Oon at National Gallery Singapore, Curate at Resorts World Sentosa, and a hospitality project in Thailand, The Boathouse Phuket with Hotels Properties Limited (HPL). The team has put together a stunningly organic undisruptive flow to the space at the newly launched flagship store, where customers can be constantly entertained and delighted.
“Customers are constantly looking for the next retail experience and it is no longer just visiting a store. When we took on the conceptualisation of the Melissa MDREAMS new flagship store, we designed it with consideration to allow flexibility for content to happen, like artist workshops or talks. In terms of aesthetics, the main centrepiece serves as an attraction and a social media statement,” explains Ms Cherin Tan, Creative Director and Founder, LAANK.
The new Melissa MDREAMS flagship store design has also been adapted and rolled out in Melissa’s first personalised counter at Tangs Vivo City, as part of its longer-term brand-building strategy.
The new Melissa MDREAMS flagship store is located at Basement 1, Raffles City Shopping Centre Singapore.