Melissa Shoes Opens a Gallerylike Shop in Soho

After earning notoriety as co-creator of Barneys’ trippy Gaga’s Workshop over the holidays, the Brazilian-born, New York-based artist Eli Sudbrack turns his psychedelic sensibilities on another retail project this week, producing animated video art and neon tube-light installations for the first U.S. boutique of Sao Paulo-based shoe brand Melissa, opening tomorrow (Thursday). Designed by creative director Edson Matsuo, the walls of the immaculate, cave-like space aren’t crammed with product; rather, the store’s focal point will be its rotating art exhibits, projected onto the spiral staircase and geometrically dissected white walls. The brand’s signature glossy plastic shoes — made from recyclable PVC in dozens of candy-colored shades — are displayed on pedestals, including peep-toe flats, oxfords, and embellished kitten heels ($78 to $150). Fittingly for the outset of Fashion Week, the current collection features new styles by designers Jason Wu and Gareth Pugh, as well as pairs from repeat collaborators like Vivienne Westwood and Alexandre Herchcovitch.

Melissa Shoes, 102 Greene St., nr. Prince St.; 212-775-1950.