Mumbai, India: Marking its presence across the world, Melissa’s Real Jelly experience will now be available at one of the iconic retail destinations, Palladium mall in Mumbai.
With a mix of modernity and comfort, the flagship store lays out an inviting and contemporary environment for Melissa’s community. The store design and architecture are done by Pipa Arquitetura e Design in Rio de Janeiro, Brazil. A reflection of Melissa’s DNA, the store embodies sustainability, fashion, art, and design. All about vibrance, the store blooms with pop colours and the bubble gum fragrance of the jelly shoes.
From classics to street-style sneakers, the store presents innovative collections. Viktor & Rolf, Jason Wu, Vivienne Westwood, Isabella Capeto, and Y Project are some of the world-famous design collaborations available to shop among its repertoire of design collabs.
Additionally, you will also find the most timeless style, the Melissa Jelly Shoe which has passed through generations and is now synonymous with youth culture and coming of age. A purveyor in the creation of this category, Melissa celebrates over forty years of legacy with this collection by continuing to disrupt the footwear industry.
About the Real Jelly collection: A celebration of individualism and the courage to do something different, this collection pays homage to the brand's signature jelly aesthetic. Inspired by the digital and Y2K subcultures of the 2000s, the new inventions are the Melissa Airbubble Platform, Flip Flops, and Bubble Flip Flops. With a minimalist and clean designs, this collection allows for its core material ‘Melflex’ itself to shine centre stage. Ideal for the monsoons too, these shoes are further accentuated with vibrant translucent jelly accessories.
Over time, Melissa has continued to refine themselves technologically with a true commitment to sustainability. For the Real Jelly collection, each shoe has a QR code embedded in the insoles, which redirects each next wearer to a custom Instagram filter. For its next-gen, the team behind Melissa has also created an original soundtrack, exclusive to The Real Jelly campaign, that will be teased on various platforms.
