Shanghai, China, 2021
A well-established brand in the fashion world and now a pioneer in the beauty industry, the new Joyce beauty store aims to connect its legacy with a visionary and well-curated voice.
Taking an architectural approach to its interior, the space is carved out of a white stone mass, creating a continuous curved surface. It opens a route for exploration that carefully unveils its natural beauty and exposes multiple layers of an intricate inner organic world.
One of the main features, a powerful brass sculpture, is the first step on the customer’s journey. This golden egg offers a unique display setting as if it were a treasure trove hiding precious goods inside.
The fluidity of the curved space softens the harshness of the materials chosen; the route is authoritative but intimate and warm, guiding the customer’s own path through a showcase of carefully displayed items.
The red stone, natural and honest, add depth to the overall space. The richness of the material and unique scenes in which the products are displayed, reflect the brand’s own journey of exploration.
The use of round and powerful display objects, add another layer to the spatial experience. Carefully illuminated water basins built with raw white cement and the red stone, combined with brass lighting and mirrored display structures, add a delicate complexity to the overall well-balanced composition.