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Joyce unveils new Hong Kong flagship

(Source: Kevin Mak/1km Studio)

Hong Kong-based luxury fashion retailer, Joyce, has unveiled its latest flagship store at the luxury Pacific Place shopping centre after closing its Queens Road Central flagship store last month. 

Designed by the studio Collective, led by Betty Ng, the 11,000sqft flagship store “marries textures, echoes warmth, fosters engagement and celebrates curious and distinctive features and accents”. 

Image: Kevin Mak/1km Studio.

The store’s entrance features natural stones – beige travertine and green onyx – and houses seven changing rooms, a discovery room for genderless fashion and accessories, and an ‘entertaining curiosities’ area for homewares and gift collections. 

The store also has a dedicated Joyce Beauty section, featuring a selection of labels, including 19-69, Amala, Attirecare, Byredo, Folie A Plusieurs, Nonfiction, Noble Panacea, and Terre De Mars. 

“The vision for this store was one filled with paradoxes,” said Blondie Tsang, president of Joyce. 

“We wanted to make sure we celebrated a bold new chapter for Joyce while remaining true to the legacy of its iconic roots. We also wanted to sustain the exhilarating sense of unearthing and adventure that are intrinsic elements to the boutique’s vision yet, at the same time, balance it with intimacy and warmth.”

Image: Kevin Mak/1km Studio.

Founded in 1970 and owned by The Lane Crawford Joyce Group, the Hong Kong-based luxury brand operates 40 points of sale across Greater China including five Joyce multi-brand boutiques and 10 Joyce Beauty store concepts.

Design studio Collective’s lead designers have previously worked at Rem Koolhaas/OMA and Herzog & de Meuron on projects including the Axel Springer Media Headquarters in Berlin, Tai Kwun Centre of Heritage and Arts, and K11 Art and Cultural Centre in Hong Kong.

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