Queens Road Central’s JOYCE boutique has long been a local and tourist landmark, with its imaginative and picture-perfect window displays and founder Joyce Ma’s name emblazoned above the crowds passing below. On 14 September, the 52-year-old retailer will close its celebrated Central flagship, departing its New World Tower location.
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JOYCE’s final visual concept for Central is a tribute to the names and faces that have passed through the space, from its founder, family and friends to legendary fashion and entertainment figures who came for parties, appearances or simply to shop its ever-eclectic assortment.
An Instagram grid of six posts offers a nostalgic look back at memories made over the years, from a visit to fashion’s Lord of Darkness Rick Owens to a night with Maggie Cheung, Rodarte and Wing Shya. Among which, there is also a display of editorials and covers from JOYCE Magazine, which was launched in 1986 as the world’s first retailer-driven magazine.
Joyce, however, is simply relocating rather than closing permanently or unmooring from the city. This September, the retailer will open a new flagship store at Pacific Place.