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Brief Published: 3 Aug 2011

Miharayasuhiro Pop-Up at Joyce


Apparently inspired by the eccentric English literary genius Oscar Wilde, Japanese fashion label Miharayasuhiro has collaborated with the luxury Hong Kong concept store Joyce to create a stunning in-store pop-up.

Finishing on August 3 2011, the week-long installation was conceived as a visual interpretation of the wit and humour of the 19th century writer and poet and uses a mismatched series of reclaimed windows to form an eclectic facade.

Both visually intriguing and riddled with the notion of tactile storytelling, this recycling of historical architecture is in keeping with the current trend for reimagining history through reclaimed materials.

Tracking yet another key retail trend, at the launch of the space last week customers were able to customise footwear items from the new autumn/winter 2011/12 collection by selecting from 10 different colours and finishes. Consumer workshops and personal involvement, again at a tactile level, are fast becoming key strategies for retailers for whom they offer something that online (as yet) simply can’t.