Melissa at 1 Utama Shopping Mall

About This Project

Manipulation of a piece of paper. This simple idea matches with the Brazilian plastic-elastic rubber shoes. White, smooth and flexible, the “paper” creates the perfect backdrop for the Melissa store.

The brand’s logo finished in stainless steel and outlined with lighting is the only visible form of external signage. Drawing curiosity, customers will find themselves in a seamless space of smooth finishes. On the right wall, various levels and sizes of shelves are formed by the idea of peeling out sheets of papers. Opposite, one can envisage giant fingers pressing and pinching the papers, fashioning “ribbons”. The play with paper is further integrated into the design of the overhang. Like the formations of mountains, imagine pressure is applied on the ends of the paper, warping its smooth surface and creating a disturbance of pleasing curves. A very subtle white on white “Melissa®” signage quietly endorses the brand name.