Melissa

Retail / Fashion / Experiential / Marketing / Set / Installation 

Worked with the brand and the artist Cecilia Salama in the design and production of an immersive experience inside their

New York flagship store, in Soho. 

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Since Melissa's collection was titled 'Mapping', we wanted to play on themes like migration, eco-diversity, femininity and identity politics. A lot of it had to do with borders, and since the artist recurrently uses butterflies on her narratives as a powerful symbol of immigration, the experience also included a souvenir component: a butterfly-shaped “seed bomb” that was offered in the installation to visitors.

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The tiny objects are inlaid with milk thistle seeds, and when planted, they grow to become a plant enjoyed by butterflies as a source of shelter and food.

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