SoHo Composites #3 - Hong Kong by Mike Figgis

In order to promote her F/W collection 2009, Joyce invited the famous director Mike Figgis come to Hong Kong and held his photos exhibition in Joyce's store at Central on 22 Oct 2009.
　

　

As a pioneer of high-end fashion retailer, Joyce always try to be creative and fuse her fashion with art. In SoHo Composites #3 - Hong Kong by Mike Figgis, Joyce would like to collaborate with photography, art, visual merchandising, fashion and charity together. In this exhibition, there was photos about Hong Kong SoHo Area as well as some Hong Kong celebrities who are respresenting Hong Kong. From 14 Oct 2009, the window display area of Joyce Central store became a blank area, and Mike Figgis will put the photos he took everyday there. After one week, there was full of his photos and an exhibition is then established. On 22 Oct, Ms Rosey Chan, a famous international pianist, will perform her amazing pieces, and the photos are at auction. The money raised will be donated to charity (HKFDA).

　

　

I think it is very innovative as the exhibition is set up by adding some new photos everyday, and thus the customers can experience firsthand the progress and production of the wholw exhibition. And once they purchase the items of F/W collection, they can then enjoy some discounts and join the lucky draw.

　

　
Besides, this exhibition fused fashion and vm and art together, which is very impressive and cam help Joyce to enhance her brand image, which is fashionable and astistic.
　
By Nicole