Luxury fashion retailer Joyce has transformed its Central boutique into an experiential space, in collaboration with talented Belgian multidisciplinary artist Christophe Coppens and other collaborating artists, while graphic design and digital elements will complement the themes at all other Joyce stores.
In its totality, the project is called The Seven Wonders of Joyce, with each “wonder”, or art installation, depicting its own carefully curated portfolio of fashion titans in a fantastical and immersive artistic experience.
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Tarot cards are the foundation stone for the project, realised by Coppens, who has been a long-time collaborator with the premier Hong Kong fashion retailer.
“This project brings together many of my favourite roles that I play: an artist, a retail experience imagineer, a designer, a customer, an opera director, a cultural omnivore and a maker of all things beautiful. My partnership with Joyce as the imagineer is the most delightful and aptly named,” said Coppens.
With these new multisensory displays, launched in October for autumn/winter 2020 and continuing into spring/summer 2021, customers are invited to imagine an eccentrically-designed house filled with creatives that are defining our fashion beyond seasonal trends.
Periodically, Joyce plans to pull different artists into the fold, starting with Angelica Hicks, a fashion favourite known for her satirical illustrations.
The dream team conceived the first wonder, The Tower , to lean into the idea of sudden unforeseen change – something we can all relate to in 2020. It is staged as a nightclub seething with hedonism.
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Perhaps unsurprisingly, this first maximalist act of Joyce’s wonderland journey is headed by pieces from Olivier Rousteing’s Balmain. Another in-demand creative director represented in The Tower is Jonathan Anderson, creative director of eponymous label JW Anderson and Loewe.
Video artist Javier Barcala also joined the project team, tasked with creating visual sensations in the form of seven short digital films released in succession over the next seven months. For The Sun, the second installation in this special project, Barcala depicts a mythical life form that lives in darkness and reacts to the light.
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Barcala described the soundtrack accompanying the video as, “a chorus-based chant that may come from the organism itself. And, it seems to be having a hell of a good time!”
The Sun was described as an “homage to the urban cult”, paying tribute