Cult favorite PVC (and sustainable!) shoe brand Melissa has set up shop at a brand new (and pretty massive) space in Soho - and it's reinventing the entire shopping experience. Debuting at 500 Broadway this week, Galeria Melissa aims to utilize its uniquely designed flagship as a home for local and emerging artists; you know, the cool kids their shoes have always been meant for. 

Safe to say it's already been making waves, thanks to an Instagrammable and immersive art concept, "The Future of Her." Curated by Kelsey and Rémy Bennett, the feminist collaboration features installations by Signe Pierce and Sam Cannon, including a trippy LED entranceway and a neon mirror room (and, of course, artful displays of colorful kicks). On Tuesday, tastemakers, scenesters, and fashionistas fêted the opening and took in amped-up performances by Pierce and rising rapper Princess Nokia. Indeed it was a creative crowd, but judging from the ever-presence of their iPhone cameras, it seems their discerning eyes approved.

Click through for an inside look!

[Photos by Vlasta Pilot/]