New York-based SOFTlab planted a vibrant hanging garden inside Brazilian footwear brand Melissa’s local flagship store. The studio translated their 2014 campaign We are Flowers into a colourful canopy. Although with a significant use of technology, the studio aims to recreate an environment formed by nature. Translucent flowers have been created out of coloured polyester – and placed onto a structural surface made of Mylar.
In a brief description they say:
We were excited to combine our exploration of technology and craft with the delicate nature of the <We Are Flowers collection> by Melissa. Nature often provides inspiration for our work and it has been a great opportunity to use one of nature’s most beautiful creations as a building material. We used over 20,000 translucent flowers to create a large immersive hanging surface in the New York flagship. It is both precisely engineered and yet has the enchantment of a vibrant hanging garden. The surface was designed specifically for the Melissa Gallery in New York. We engineered a Mylar net that is made of over 4,000 unique pieces.
The engineered nature of the installation is tempered by the delicacy and exuberance of the thousands of colorful petals we have attached to the surface. These flowers are placed in a more natural arrangement to combine the flowers and structural surface in a way that resembles a natural canopy of flowers. This canopy hangs down into the gallery at specific places to make the installation much more immersive and spatial. Although we used cutting edge digital technology to develop this installation, we hope it remains mostly hidden in order for everyone to experience the magic of a hanging garden of flowers. We imagine this installation as an extension of the <We Are Flowers> collection by Melissa: technically innovative with attention to every detail, but first and foremost a design that expresses sensuality through its form and brings joy and color to the Melissa experience.