Founded in 1970, Hong Kong-based retailer JOYCE has become synonymous to high-end fashion both on home turf and across China with not only standalone stores and shop-in-shops at several branches of affiliated department store Lane Crawford, but also a handful of monobrand boutiques for leading luxury brands. Catering to a highly discerning clientele, the company boasts diversified retail operations, one of them being JOYCE Beauty, a format dedicated exclusively to niche high-end cosmetics and fragrances. As of late, the JOYCE Beauty outpost at Lane Crawford in Shanghai has been fully revamped by local architecture practice AIM Architecture, offering shoppers a serene refuge from the department store’s hustle and bustle. Measuring 260 sqm. (2,799 sq.ft.), the space oozes an understated opulence, the design aims to connect the brand’s legacy with a visionary and well-curated voice by way of a continuous curved surface which entices to explore both the premises and the products on display.
One of the main features, a brass egg sculpture, is prominently displayed at the front of the store encased in tinted floor-to-ceiling glass, signalling a treasure trove hiding precious goods from afar. From the entrance, a sinuous path takes shoppers along cavernous display areas captured in red stone and with brass fixtures and lighting which not only adds a spectacular contrast to the pristine white cement, but also gives the retail space depth and character. The use of round display objects, including basins, add another layer to the spatial experience. At the far end, set in a circular space, a seating area can be found where shoppers can sit back and relax while pondering over their next trophy purchase. The renewed JOYCE Beauty shop-in-shop carries a wide selection brands from across the planet, such as Dr. Barbara Sturm, Perricone MD, Augustinus Bader, RéVive, Floraïku and 111SKIN.
JOYCE Beauty
Shanghai Times Square, Lane Crawford, 99 Huaihai Zhong Lu, Ground Floor (Xintiandi)
200031 Shanghai
Telephone: +86 21 60257819
Daily 10am-10pm
Publishers Note
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