Galeria Melissa London hosts a new installation: ‘all ways equal’ – an immersive experience to celebrate the re-issue of one of Melissa’s most popular products, the Possession ‘jelly shoe’ which have recently been registered as Vegan by the The Vegan Society.
The entrance to the Galeria features the new campaign video on giant LED screens which can be seen from the Covent Garden Piazza. In front of these screens are life-size colour block plastic cut out shapes of the campaign models; a group of emerging talents from New York City.
The new campaign was inspired by the original campaign from 1997, “Always The Same, Always Different” but with a 2019 update to become ‘all ways equal.’
The campaign imagery covers the walls of the basement installation space which houses 6 giant mirrored pillars and a mirrored floor which reflect the campaign, immersing the visitor themselves into the imagery, becoming ‘all ways equal.’