Chinese Tutor - Re-joyce comes

CITYLIFE / Shopping






Re-joyce comes

By Rita Ma (City Weekend)
Updated: 2007-06-11 09:58


Joyce has put the joy back in Shanghai.s high fashion circles. The
multi-label designer boutique from Hong Kong has opened its first store
on the mainland in Shanghai��s Plaza 66, with a fashion-fuelled bash
graced by brand founder Joyce Ma herself, along with her daughter
Adrienne, Yohji Yamamoto and Ann Demeulemeeste.

Thirty-six years after Ma's small boutique at the Mandarin Hotel first
flickered onto the fashion radar, the new 8,000 square foot flagship
store in Shanghai showcases collections by international heavyweights
including Balenciaga, John Galliano, YSL, Oscar de la Renta, Ann
Demeulemeeste, Comme des Garcons, Viktor and Rolf, Y's, Y-3, Undercover,
Rick Owens, Number Nine and Valentino Red. It's located in the same
luxury mall where Joyce opened mono-brand stores for Jil Sander and Anna
Sui last year.

But it's more than just the clothes that get the designer treatment.
Interior designer Gert Voorjans, who created all Dries Van Noten
boutiques worldwide, along with artist Michele Oka Doner, has designed a
classy retail space, the highlight of which is Doner's gilded dome at the
center of the women's designer ready-to-wear salon. The dome evokes the
filigree of a beehive, a splendid echo to the main entrance featuring a
gold-leaf scrim and pair of cast bronze doors.

At the entrance, a sizeable area is dedicated to women's shoes, bags and
accessories, from the likes of Manolo Blahnik, Christian Louboutin and
Nancy Gonzalez. A procession of rooms and anterooms lead to the women's
designer salon, in which all styles and brands form an elegant
integration-from Comme des Garcons' trendy rags symbolizing the collapse
of Japan's new age stylings, to Ann Demeulemeeste's sophisticated
collection of black and white silk skirts and Galliano's death-head
t-shirt.

At the other end of the store, with its own entrance, is an exclusive
men's area, handsomely designed with a huge "checkered box" light box
hanging from the ceiling, and decorated with a selection of stunning
photographs by Flemish photographer Wouter Deruytter. Collections from
Balenciaga, Fendi, John Galliano, YSL, Y's and Y-3 are presented in a
space that boasts a "nice mixing and modern design", according to Yohji
Yamamoto. The Japanese designer, wearing a dark Zhongshan suit, seemed
especially pleased with the Joyce display of his Y-3 shoes, commenting:
"You know, I always thought I should have my men's shoes displayed like
this."

Joyce
Location: 2/F, Plaza 66, 1266 Nanjing Xi Lu
Tel: 021-62790910










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