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.
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.
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.