Melissa Shoes Opens its World’s Largest Flagship Store in Singapore | SENATUS



Melissa Shoes Opens its World’s Largest Flagship Store in Singapore

13 July 2017

By Tricia Oliveira

Melissa famed for its "jelly shoes" has opened its world's largest flagship store – MDREAMS, in Singapore located in Raffles City Shopping Centre.

The new 1,700 square foot retail space is the Brazilian eco-friendly plastic shoe label'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.

"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."

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.

Raffles City Shopping Centre Singapore
252 North Bridge Road, #B1 - 28
Singapore 179103

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