“The Book of Love” At JOYCE: A Pop-Up With A Cause

Hong Kong Retailer Raising Funds For Bring Me A Book Organization

The Book of Love

Fresh off the grand opening of its second Beijing location, and just in time for the upcoming holiday season, Hong Kong retailer JOYCE (previously) recently launched new charity-focused programs combining cutting-edge fashion with philanthropy. Consisting of three separate components, “The Book of Love” initiative engages the worlds of art, fashion and food to raise funds for the non-profit organization Bring Me a Book.

The “art” section of the Book of Love collection is a collaboration with French artist Frédérique Morrel, known for his detailed handmade artwork, made using fiberglass taxidermy moulds and textiles. For his partnership with JOYCE, Morrel created 30 one-of-a-kind book clutches featuring signature tapestry prints. Available in large and small sizes, the books will be available only for a limited time.

Chocolates by Hugo & Victor

For the “food” component, JOYCE brings a taste of Paris to Hong Kong with an exclusive pop-up shop, featuring the creations of Haute Patisserie Hugo & Victor. Available at all four JOYCE boutiques, the Parisian chocolatier has created a special book cover design to house its treats.

For the “fashion” side, JOYCE enlisted its stable of top designers to contribute copies of their favorite books to JOYCE CARE. The 12 designers taking part include Damir Doma, Dries Van Noten, Dsquared, Joseph Altuzarra, JUNN. J, Neil Barrett, Oscar de la Renta, Piers Atkinson, Raf Simons, Rick Owens, Romeo Gigli and Sacai. Each book is signed by the designer and includes a personal inscription. From December 15, the books will go up for secret bidding at JOYCE.com, and at JOYCE physical locations with a reserve price of $1,000 each. As with the other components of the Book of Love, all proceeds will go to Bring Me a Book.


Art & Design, Fashion, Market Analysis, Retail