Saturday, 14 July 2012

Saturday 14th July: MELISSA POP-UP STORE opening with Julie Verhoeven

The Olympic fever is heightening with all eyes on London and the international invasion that will ensue with both competitors and ticket holders visiting the capital in two weeks time.  Brazilian brand Melissa has kicked off its sporty celebration of the games by opening a pop-up shop for the period to display its latest footwear and accessory collaborations.  The premises is directly opposite the new LDN Opening Ceremony which will be opening later in the week, making King Street in Covent Garden a pilgrimage to fight thru the crowds!  Melissa have stepped up (pun intended) the shop-fit side of a launch by asking fine artist Julie Verhoeven to take over the space alongside graphic designer/artist Kleber Matheus. Above are detail photos of the shop wall used as a canvas in her "Barefoot on Hometurf," collage of shoes mixed with Olympic theme paraphernalia and her trademark mark-making in paints and pastels  (see her Melissa display at Galeria Melissa in São Paulo).  To set off Julie's illustration installation, Matheus has lit the store with neon strip tubes in  graphic patterns that reflect some of the shoes on show such as Gareth Pugh's dazzle optical prints.  Julie's own Melissa Rainbow shoe can be seen over on the Plastic Dreams site with documentation of her work "On The Trot" for Melissa in Brazil documented on her Tumblr.  Whilst you are trawling the net, also look up her print collection ‘Outlaw’ for SOMETHING ELSE Spring 2012 here. Adding to her prolific approach of taking on multi faceted projects - last night she put down the paintbrush to dj at the opening party .......she was hosting .....for the artwork she implemented..............  all hail Julie Verhoeven!
MELISSA POP-UP STORE: 15 King Street, London WC2E 8HN 
(diamante shoes by J.Maskrey and Heart shoes by Vivienne Westwood) 

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