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28 January 2016

A Theatrical Birthday

Cristina Morozzi

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The Melissa Gallery, in San Paolo, turned 10 in 2015. The flagship store sells the plastic shoe collections by Melissa, a company part of the colossal Brazilian brand, Grendene, and is located on Oscar Freire, San Paolo’s luxury shopping street, and was designed by the Brazilian Muti Randolph. For the occasion, the gallery hosted a commemorative installation by the Pentagramma studio (of London), which has seven rows of curtains printed with seven stylized designs, based on the illustrations of Kiko Farkas. The curtains are made of the same PVC used in the shoes; there are 52.000 orange, 33.000 pink, and 7.500 yellow, minute pieces. The showroom entrance, set far back from the sidewalk, has been transformed into a shower of colourful confetti.

WHERE: Rua Oscar Freire, 827 – Cerqueira César, São Paulo – SP, 01426-003, Brazil

The Melissa Gallery, in San Paolo, turned 10 in 2015. The flagship store sells the plastic shoe collections by Melissa, a company part of the colossal Brazilian brand, Grendene, and is located on Oscar Freire, San Paolo’s luxury shopping street, and was designed by the Brazilian Muti Randolph. For the occasion, the gallery hosted a commemorative installation by the Pentagramma studio (of London), which has seven rows of curtains printed with seven stylized designs, based on the illustrations of Kiko Farkas. The curtains are made of the same PVC used in the shoes; there are 52.000 orange, 33.000 pink, and 7.500 yellow, minute pieces. The showroom entrance, set far back from the sidewalk, has been transformed into a shower of colourful confetti.

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The Moodboarders is a glance into the design world, which, in all of its facets, captures the extraordinary even within the routine. It is a measure of the times. It is an antenna sensitive enough to pick-up on budding trends, emerging talents and neglected aesthetics. Instead of essays, we use brief tales to tune into the rhythm of our world. We travelled for a year without stopping, and seeing as the memory of this journey has not faded, we have chosen to edit a printed copy. We eliminated anything episodic, ephemeral or fading, maintaining a variety of articles that flow, without losing the element of surprise, the events caught taking place, and the creations having just bloomed.