Melissa x Edwards Moore: Melbourne QV Retail Store

Posted on May 24, 2012 by Rex

Bubble-gum scented heels, floating bubbles and all the colours of the rainbow? It really is what M Dreams are made of.

Melissa has taken the jelly market, and subsequently the world by storm.

9 years ago I photographed a humble door sign stating I heart Melissa, in a Brazilian shoe shop to show my cousin (also named Melissa) – unbeknownst to me that Melissa would soon on the lips (and feet) of every fashionista, and boast collaborations with design greats such as Vivienne Westwood, Jean Paul Gaultier, Jason Wu and Gareth Pugh.

Melissa has also collaborated on shoes with Architects Zaha Hadid and Karim Rashid.

The devotion to design extends beyond the product, and the Melissa store in Melbourne’s QV centre, named M Dreams is a visual feast for passing pedestrians. Design by Melbourne architecture firm Edwards Moore, the store uses nearly 200 plastic spheres threaded onto tensioned cables that appear as floating oversized bubbles.

Immersing yourself into M Dreams induces a total sensory overload; as the candy scented of the shoes fills your nose, the floating bubbles play on the size of the space, LED lights flood shifting colours across the store, you can hardly hear the music because you’ve spot that pair perched on an angelic bubble and then – well – heaven.

M Dreams is located at Albert Coates Lane, QV, corner of Lonsdale and Swanston Street, Melbourne.