Fashion (In The) Capital: JOYCE Launches Second Beijing Location

Leading Hong Kong Avant-Garde Fashion Retailer Hits Shin Kong Place

JOYCE Shin Kong Place

Coming one year after the launch of its first Beijing flagship store at China World Mall, Hong Kong fashion powerhouse JOYCE recently launched its second location in the Chinese capital at Shin Kong Place.

Mirroring the same multi-brand concept seen at JOYCE locations in Hong Kong’s Pacific Place and Lee Garden, the new location stocks a wide range of labels otherwise very hard to find in Beijing, among them Ashish, Damir Doma, Kaal E Suktae, Kolor, Markus Lupfer, Ohne Titel, Pyrenex, Rue Du Mail, Song ZIO, Visvim, Mugler, White Mountaineering, and Yang Du (Jing Daily interview).

JOYCE Shin Kong Place

Spread out over 399 square meters, the new Shin Kong Place store is heavy on glass, monochrome white and metallic accents, with a more stripped-down design that makes clear this store is angling for Beijing’s younger fashion lover. Boosting the location’s youthful cred are pop art and pop culture-inspired art pieces by Charles Munka, which infuse the space’s otherwise largely industrial aesthetic with a dose of raw energy.

JOYCE Shin Kong Place
Shop M3013, Shin Kong Place, No 87, Jianguo Road
Chaoyang District, Beijing 100025
Hours: 10:00am – 10:00 pm


Art & Design, Fashion, Market Analysis