Joyce’s flagship store, which has stood in the New World Tower for decades, closed on September 14, but it does not mean the end of an era, because the end is another beginning. Joyce opened a brand new flagship store in Pacific Place and officially opened on September 15, marking the beginning of a new chapter.
The new flagship store covers 11,000 square feet, blending different textures in a unique visual aesthetic. The design concept is to create a space full of contrasts, with a row of small sheds and platforms specially designed by the chief architect of COLLECTIVE Architecture Studio, Wu Jiaying, to showcase different brands and designers, creating a fresh and gentle style. The blending of straight and curved elements, soft and hard surfaces also presents a contrast of strength and softness. The store also features several unique designs, such as moving the door handle from the New World Tower flagship store to the new store, symbolizing respect for Joyce’s fashion legend.
Joyce has always been known for its forward-thinking approach, curating luxury and emerging brands from around the world. The new store features multiple sections, including fine jewelry, beauty, women’s wear, accessories, and menswear. The new “Agender” section showcases gender-neutral pieces; “Entertaining Curiosities” displays carefully selected luxury home designs. Other highlights include the JOYCE Beauty makeup section, featuring small-batch makeup brands that break gender boundaries, including a new exclusive category “Entertaining Curiosities” with rare and surprising home goods and select gifts, elevating entertainment to an artistic level. New brands include Cabana Magazine, Fredericks and Mae, Laboratorio Paravicini, Laguna~B, Nathalee Paolinelli, and Sabre.
It is worth mentioning that the new store brings a special ONLY-AT-JOYCE exclusive program: exclusive collaboration projects with renowned designers and brands from around the world, special limited edition collections, and in-store events, confirming the strong support of each fashion partner for JOYCE. Kicking off with a showcase of multiple Thom Browne 2022 autumn/winter collections in the shop windows, there is also a global exclusive limited edition collection in collaboration with Raf Simons, as well as a special limited edition collection of Yohji Yamamoto only available at the new flagship store. Additionally, the store also showcases works by renowned photographer Wing Shya from the 1990s in Wong Kar-wai’s silver screen masterpiece “Happy Together.” The brand new flagship store offers an unprecedented immersive luxury shopping experience, once again highlighting JOYCE’s innovative and unique spirit.
