Shopping Experience Ran At JOYCE Stores From March 17-April 9
Now entering its 42nd year in business, the Hong Kong high-end retailer JOYCE recently wrapped its latest art-infused event, “Art-Spirations,” a collaboration with five emerging artists and illustrators from around the world. Continuing its tradition of bringing together art, culture and design at the start of each season through collaborative promotions, for “Art-Spirations” JOYCE commissioned artists Devin McGrath, Carne Griffiths, Simon Prades, Violeta Hernández and Vasilj Godzh to create an exclusive work of art, which was then used to decorate a series of hollow metal “Easter eggs.”
From March 17-April 9, customers who spent HK$10,000 (US$1,289) or more on any item at Joyce or its monobrand stores could draw one artist egg from a specially designed vending machine. Inside each egg were a range of giveaways, including gift certificates, bonus offers, cash vouchers, or a grand prize JOYCE gift card worth HK$10,000.
As with previous collaborations like JOYCE’s Yue Minjun-designed Ruinart champagne bottle and Zeng Fanzhi/Absolut vodka partnership in 2010, and its more recent charity team-up with Spanish confectioner Papabubble, the success of the “Art-Spirations” promotion hinged on its balance of playfulness and artistic deployment, incentivizing sales while making sure — by giving away the limited-edition collectible eggs — that high-volume shoppers left with an exclusive takeaway.
About the artists:
New York based Devin McGrath is an independent artist and designer originally hailing from Melbourne, Australia. McGrath is known for his colourful, surrealist landscapes and has developed a prolific body of work that has been featured in esteemed publications such as Faesthetic, Popshot, and IDN.
A graduate of Maidstone College of Art in Britain, Griffiths’ artwork is born from a love of drawing and the journey of creating an image. Working primarily with calligraphy ink, graphite and liquids, such as tea, brandy, vodka and whisky, he sketches and then manipulates the drawn line. Floral patterns, repetition and human forms play a large part in his work. He has participated in the London Art Fair 2012
Simon Prades studied graphic design at the University of Applied Sciences in Trier, Germany. His main interest lies in illustration, book design and etching. His detailed ink drawings are a combination of lines and colour, and are sophisticated and elegant.
A graphic designer and illustrator from Mexico, Hernández’s work centres on feminine aesthetics, and is imbued with romance. Soft colours and lines often take on playful three-dimensional forms.
22 year-old Godzh was born in Ulyanovsk, Russia. After finishing University he moved to Moscow where he developed a passion for line drawings. He is currently working on a solo exhibition.