A well-established brand in the fashion world and beauty industry, the new Joyce beauty store aims to connect its legacy with a visionary and well-curated voice.
This showroom was designed by Aim architecture group in 2021.
Taking an architectural approach to its interior, the space is carved out of Iran red travertine stone mass, creating a continuous curved surface.
Iran red stone, natural and honest, adds depth to the overall space. The richness of the material and unique scenes in which the products are displayed, reflect the brand’s own journey of exploration.
The use of round and powerful display objects adds another layer to the spatial experience. Carefully illuminated water basins built with raw white cement and the red stone, combined with brass lighting and mirrored display structures, add a delicate complexity to the overall well-balanced composition.