hong kong: joyce store opening

hong kong: joyce store opening

© joyce - a new store at the lee gardens mall

remember our previous post about the caste your vote booth of hong kong luxury retailer joyce? it was part of a clever interactive strategy to draw attention to its newest store at the lee gardens, an upscale mall in the city's causeway bay area. well, that store finally opened its doors. measuring a spacious 3,837 sq.ft., the v-shaped retail space was designed by fukuoka-based architecture practice case-real. the store has a strong transparant feel, partly instigated by the floor-to-ceiling windows in the building's outer shell and through an expansive indoor glass façade. to maintain the spacious feel, fitting rooms and stock rooms were placed in the middle. and although joyce's newest store is dedicated to directional womenswear, the opening party was attended by slews of male fashionistas. erik madigan heck, the new york-based photographer who made the snapshots at the caste your vote booth, joined in on the fun, and to simultaneously launch his new book january to august. location: 33 hysan avenue, shop 209-210 [causeway bay].

© joyce - inside the new store, opening party with erik madigan heck + fan and hong kong hipsters [top to bottom]