In pictures: Timebased produces star-studded store launch for Melissa

Agency Timebased Events welcomed Brazilian footwear brand Melissa to the UK last Thursday (9 October) at the launch of its flagship store in Covent Garden, London.


The store, dubbed Galeria Melissa, was lit in the brand’s colours of green, pink and orange to welcome friends of the brand, as well as big names in fashion and music such as models Kate Moss and Georgia May Jagger, designer Gareth Pugh and boyband Union Jay.

Guests were encouraged to explore the two-storey, 18th-century space, which also will double as an art gallery featuring bespoke art installations. DJs Jamie Hince, Disco Smack, Princess Julia, Chris Hayden, Jodie Harsh and Daniel Lindegren provided the music. 

For fans of the label abroad, which is famed for its collaborations with designers such as Karl Lagerfeld and Vivienne Westwood, the VIP launch was streamed online via the Melissa website to create a global platform for brand promotion.

Richard Dodgson, creative director of Timebased, said: "The Galeria Melissa launch party was a huge success and it’s great to see this iconic Brazilian brand arrive in London. Melissa is such an exciting and creative brand, and the new flagship store is a really beautiful space – it was a fantastic event to produce."

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