Courting consumers' increasing desire for deeper insights into the people and processes behind brands, US fragrance house Joya Studio has opened a wow-factor flagship within its industrial production facility in Brooklyn.
Designed by local architects Taylor and Miller, who retrofitted a 19th-century rigging garage for the purpose, consumption and production are closely intertwined. The retail space showcases own-brand, collaborative and private-label candles, soaps and fragrances, and is characterised by large steel and oak-veneer surfaces suspended, as if floating, from the ceiling. Each panel holds illuminated nooks for product display and the largest panels are moveable – affording access for deliveries and reconfiguration for events (see also Flexible Store Formats).
Paying homage to the rough/smooth moulds that underscore Joya's production, the fronts of the display units are sleekly finessed, while the backs (visible from the factory, warehouse, 'shop floor', windows and front desk) remain coarse – framing a central, cocooned space.
Dedicated to becoming a landmark fragrance destination, from the end of February 2016, Joya will commence consumer-facing tours and, later, workshops and masterclasses. "The perfume world is so secretive, it's unheard of to have a lab where you can see what's going on day to day," in-house perfumer Dana El Masri told Stylus. See also Exploiting Insider Access for more on the value of presenting an inside view of a brand's once-private universe.
See also Selling Scent, Luxe Brands Launch Beautiques and Active Flagships. For aesthetic comparisons, see Sensory Brand Spaces Pt. 2: Sanctuary & Gilded Urbanism.