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JOYCE BEAUTY

A blush-pink sanctuary for modern beauty

Retail

Shanghai

2024

100sqm

Retail

Joyce Beauty’s new retail store in Taikoo Hui is a blush-pink sanctuary. Surrounded by luxury brands we wanted to create an eye-catching, attractive and welcoming interior. Drawing inspiration from the softness and warm colours of rolling sand dunes at sunset, we created a monochromatic shell to allow each brand to be showcased. Softness was a key element that we reflected in the layout, form, and materials.

CLIENT

LEAD DESIGNER

Alex Davies

DESIGN TEAM

Changwei Zhou, Heshan Li

PHOTOGRAPHY

Brian Chua

The store needed to stand out within a luxury retail setting without competing with the brands displayed inside it. Behind the visual identity sat a complex operational brief: multiple display categories, changing SKUs, Feng Shui requirements, storage, a treatment room, POS functions and a signage system flexible enough to adapt as brand zones changed.

A monochromatic blush-pink shell creates the main spatial identity, while curved forms soften the previously rectangular footprint and guide movement through the store. The entrance uses fabric plinths and an undulating plaster wall to introduce Star Brands, while timber shelving houses Key Brands and more conventional category displays sit deeper within the plan. The window display is deliberately more neutral, allowing frequently changing presentations to stand apart from the pink interior. A lighter, cream-toned treatment room extends the same curvilinear language into a calmer setting for facials and product testing. Function is integrated quietly throughout: storage is concealed within plinths, the POS includes a hidden extendable gift-wrapping counter, and a flexible signage system was refined through prototyping with the client and contractor.

The finished store has a strong identity without becoming the loudest brand in the room. Curves and soft colour create flow and warmth, while the display, storage and signage systems give the client the flexibility required for day-to-day retail operations and changing brand stories.

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