JOYCE

In celebration of the newly redesigned Central flagship store, iconic local retailer JOYCE presented Hong Kong’s first immersive fashion exhibition celebrating designers and artisans who have been part of the retailer’s 46-year history. The 3-day exhibition brought a unique, theatrical perspective to fashion in Hong Kong.

The Golden Needle public exhibition comprised of fashion past and present from the designers who make up the JOYCE family, showcasing fashion in its purest art form: individual expression. JOYCE enlisted EMMY award-winning creative director and production designer Joseph Bennett (Alexander McQueen: Savage Beauty exhibition) and fashion director Olivier Châtenet (Saint Laurent) to curate the exhibition and enlisted Thirty 30 Creative to create the exhibition’s identity, invitations, collaterals and marketing materials. The theatrical activation marked the start of a new era for one of Hong Kong’s most storied retailers and the identity was prominently displayed around the city.