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July 13, 2012

WHERE THE MAGIC HAPPENS | SHOEDAZZLE DESIGN STUDIO LAUNCH

All great art deserves an equally awesome gallery, and we’d say the same about shoes (and handbags and jewelry of course!) Keeping that in mind, ShoeDazzle just revealed its sparkly new design studio– a newly revamped cool and airy design space designed by Jessica Marx, who expertly crafted the intimate pavilion for fashion. Amongst fresh flowers, rows of cocktails, the stylish ladies of ShoeDazzle, and two adorable puppies, an amazing creative space was born.

Marx brings experiences from impassioned design studios like Dodd Mitchell Design and ICRAVE Design. With her laid-back attitude and eclectic approach to design, Jessica established herself quickly in the professional ranks, being named one of the top 18 designers of the next generation by Boutique Design in 2006. It’s her sense of intelligent modernism that opened the dialogue between our studio’s structural design and celebrates an elegant sculptural environment with the intent to blur the boundaries between art and fashion.

Marx says, “I wanted to create a space that properly reflected the modern, creative, and whimsical elements behind the ShoeDazzle brand, while respecting the the industrial interiors of the existing space. I needed to design an environment that would be flexible, with rolling racks and ample pin up space, accommodating the changing needs of the designers and buyers. A clean white space with pops of bright pink and several artistic elements (including a neon ShoeDazzle sign) with artistic shoe display wall really give a strong impression of what this company is really about.

There’s a whole lot of colour going on thanks to LA based visual artist, Jennifer Rae Ochs, a modern expressionist, musician, entrepreneur and world traveler who landed in Los Angeles. If the shoe fits… she looks like a true California girl– blonde, tan and absolutely gorgeous– she resides in Los Angeles and when creatively necessary, travels back to her 100 acre art retreat in Minnesota. JRO creates an aesthetic of duplicity grounded in reality and spirited by possibility. JRO refers to her art as “a celebration of moments in time” and it’s certainly true in this case; we are having our moment, and we’re so excited to have another artists’ vision to inspire our own!

For the ShoeDazzle Art Wall, she used vibrant variations of the ShoeDazzle Pink, and incorporated a dynamic technique that simply reminds us of an abstracted, gorgeous LA sunset. Clear display cubes adorn the wall, with shoes perched on them like crowns. It’s a pretty regal space– as it should be, from now on all the darling shoe babies at ShoeDazzle are going to pop out of this studio. In addition, the space will be used as a showroom and all ShoeDazzle products will be shot here before they go out in your monthly newsletters. So you can look forward to enjoying our new space as much as we do!

Though we can’t guarantee cocktails and puppies.

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