Joyce Central larger, more colourful

The Joyce Central flagship has been expanded and given a colourful makeover, including a VIP hideaway.

The fashion store has an extra 5000 sqft (464.5 sqm), taking it to 25,000 sqft, and a new look thanks to Italian architect and designer Paola Navone.

Joyce Central flagship HK

“I redesigned the boutique with the same approach you have when you want to renovate your apartment,” says Navone. “You do not want to forget your past, but you want to update the space using new elements, new things, new colours.”

Navone, who has handled art direction at Gervasoni furniture since 1998, harnessed rich colour combinations, eclectic textures and eye-catching artwork for the store, giving each space its own distinct, yet complementary, character.

“We have completely altered the façade – it feels more expansive, more authoritative, more inviting,” says Joyce and Lane Crawford president Andrew Keith.

Its light-filled entrance on Queen’s Rd leads into the woman’s zone, featuring distressed-leather pommel horse benches, hammered brass lamps, a retro-chic Capellini couch and a 2.4m shaggy-haired bear, made by the Joyce creative team headed by Gavin So. There is also a massive cherry sculpture, a black-and-white pebble pillar and a wall covered entirely by blank price tags.

Joyce Central flagship HK-Womens_Center zone 1

Joyce Central flagship HK-Womens_Center zone

Throughout the women’s section, curved wrought-iron racks display designer collections including Dries Van Noten, Hermes, Lanvin and Peter Pilotto.

Joyce Central flagship HK-Womens_Nest

An illuminated stairwell flanked by hand-painted polka-dot walls and dangling strands of ceramic lights leads down to the men’s basement floor, where a neon sign proclaims: “Hell is empty and all the devils are here”.

Joyce Central flagship HK-Mens_Modern

Joyce Central flagship HK-Mens_Center

Joyce Central flagship HK-Mens VIP

Featured brands include Balenciaga, Loewe, Raf Simons, Rick Owens and Visual Culture.
In the opposite direction, the stairwell leads to the Joyce Beauty floor, featuring pink, gray and green marble with standalone rose-gold counters stocked with Belle Fleur candles, Kevyn Aucoin makeup, Rahua Rainforest haircare products and Rodial 24-carat-gold Bee Venom cream.

Covering 2700 sqft is the secret VIP loft, featuring red, silver and purple hues as well as glowing mosaic light panels, a private boudoir and a dining area for entertaining.
“This was the perfect opportunity to create a dedicated space for our VIP clientele, a space that feels special, a little bit secretive,” says Keith.

Joyce Central flagship HK-VIP Loft

Joyce has influenced fashion in Asia since 1971, introducing high-profile Western designers and avant-garde collections. A feature is its demi-couture trunk shows, where designers are available to personally fit customers.

*Photo: Chris Lusher.

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