Joyce unveils new Hong Kong flagship

Hong Kong-based luxury fashion retailer Joyce has unveiled its latest flagship store in luxury shopping mall Pacific Place after its Queens Road Central flagship store closed last month.

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

Image: Kevin Mak/1km Studio.

The entrance to the store is adorned with natural stones – beige travertine and green onyx – and houses seven dressing rooms, a genderless fashion and accessories discovery room and an “entertaining curiosities” area for homewares and gift collections.

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

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

“We wanted to make sure we celebrated a bold new chapter for Joyce while staying true to the legacy of her iconic roots. We also wanted to maintain the exhilarating sense of discovery and adventure that are intrinsic to the vision of the boutique while balancing it with intimacy and warmth.

Image: Kevin Mak/1km Studio.

Founded in 1970 and owned by The Lane Crawford Joyce Group, the Kong Kong-based luxury brand operates 40 outlets in Greater China, including five Joyce multi-brand boutiques and 10 Joyce Beauty concept stores.

The design studio Collective’s portfolio includes the Axel Springer Media headquarters in Berlin, the Tai Kwun Center of Heritage and Arts and the K11 Art and Cultural Center in Hong Kong.

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