Melissa’s Activation Gives Visitors The Taste of An Unforgettable Summer, Starting at Milan Design Week
The shoe brand is exploring the taste and scent of its iconic
RECOGNIZING THE POWER that just the visual of Melissa’s bestselling Possession sandal brings forth, the brand is leaning into a journey of the senses with a new activation starting at this year’s Milan Design Week. While Melissa has created collections through notable collaborations in recent years, including Telfar, Jeremy Scott, Jason Wu, Opening Ceremony, Y/Project, Simon Miller, Viktor & Rolf and Jean Paul Gaultier, among others, the brand’s stand-out design is the Possession, which is recognized as the original jelly shoe. The fisherman-inspired jelly shoe was a favorite of the 1990s and now represents a staple for fashion lovers looking to recreate nostalgic summers and Y2K trends.
Uniquely, the Possession is also known for having a bubblegum scent. The only flavor historically associated with the brand adds to the design’s fun, playful spirit and has been a point of conversation for the brand’s loyal followers.
Now, in a clever wink to its unique playfulness touching upon multiple senses, Melissa’s latest round of Possession sandals launching at Milan Design Week will be taking on a new set of flavors to match their fresh colors. And to give consumers
the chance to experience the essence of Melissa’s Possession, each of the three new colors will be accompanied at the activation with its own drink inspired by the color.
The drink flavors, named “Don’t Worry, Be Berry,” “Jelly Spritz” and “Watermelon Haze,” give the shoe a flavor for the first time, while keeping the design’s signature bubblegum scent. It’s details like this, that the brand says solidify its shoes in consumers’ minds as an essential element in an unforgettable summer.
Melissa’s presence at Milan
Design Week this year marks its fifth showing at the event, where the company has continued to step up experiential aspects of the brand. This year’s activation, created in partnership with French global design agency Carré Basse and Italian communication company YAM, has been designed to immerse visitors in a bubble space that aims to reflect Melissa’s positive energy and convey her joy. It is a space for people to enter the Melissa universe and feel part of it with an experience that connects to the senses.
Raquel Scherer, director at Melissa’s and division manager of Grendene, told Fairchild Studio that storytelling is top of mind for the brand as it redefines what the retail experience can be for its consumers, where taste represents a new way of sharing a narrative. “Melissa is at the forefront of redefining retail experiences by seamlessly blending physical spaces with captivating narratives. By leveraging unique storytelling techniques, Melissa transports its audience into immersive and unforgettable journeys.”
Moreover, she said, the brand sees this innovative approach as the key to transcending traditional
MELISSA IS AT THE FOREFRONT OF REDEFINING RETAIL EXPERIENCES BY SEAMLESSLY BLENDING PHYSICAL SPACES WITH CAPTIVATING NARRATIVES.”
retail boundaries and creating experiences that will resonate deeply with its audience. “With its presence at Milan Design Week, Melissa continues to push the boundaries of experiential marketing.”
Following its initial launch at Milan Design Week, the company expects to extend its summer activation to other target cities in July, aiming to further share Melissa’s commitment to delivering innovative and memorable brand experiences.
The limited edition Melissa Possession will be available from
April 8 to 28 at Melissa’s Aprilat Tenoha Store, April 9 to 20 in Rinascente and April 15 to 20 at design week in Brera.