JOYCE 40th Anniversary Exhibition - A JOURNEY IN FASHION

At the very begining, I didn't really have an urge to visit. One day, I walked pass the JOYCE store in Tsim Sha Tsui and saw the message on the window. I got the urge - why is Hong Kong Museum of Medical Sciences?

This event marks the first time that the museum has been used for an international fashion event.

To my surprise, the ancient building matches the theme of the exhibition quite well, which enhanced the ambience of JOYCE 40th Anniversary exhibition.

A Journey in Fashion is a unique celebration of JOYCE's heritage, fashion history and the future.
The exhibition fuses fashion, art and technology which give visitors an multi-sensory experience.

Video shows interviews with the world's famous fashion designers such as Romeo Gigli, Alber Elbaz and the ex-Joyce magazine editor Diane Pernet.

Emilio Pucci is being interviewed currently shown on the screen.

JOYCE has collaborated with renowned DJ Bob Sinclair on a limited edition compilation, featuring selected tracks mixed exclusively for JOYCE as to mark the celebration. Three music players are hanging on the wall and visitors can enjoy over 10 pieces of music there. I have listened to a couple pieces. They are pop and you can tell they are tailor-made!

 The gallery displays the show pieces from a number of brands.

In this exhibition, designers have selected over 50 archive looks. It's really worth a visit because they are presented for the first time in Asia.

The "oldest" piece of design is presented by Versace which was created in A/W 1980.

Not only the archive looks amazed me, but also the impressive design of backdrops and platforms.

This is another showroom located on the second floor. 14 designer outfits are shown there.

The one on the left hand side is the most attention drawing one. Patch works and torn details from head to toe are the main elements of the design. It was presented by Undercover in S/S 2003.

This is another showroom located on the second floor which is the finale. It's like a show with the aid of special lighting and background music. The designer pieces would be illuminated one by one in pace with the rhythm of the soft background music. It makes the display more lively.

The lighting is amazing! But you know what, it's just done by a projector.

The room is dark at the beginning and then all 7 show pieces are illuminated by the end of the show. It's like the scene of curtain call!

Innovative technology is one of the important elements in this exhibition. The cell division-like images are actually the "barcodes" representing different designers.

When you put those cards on the screen table, details of designers would shown on the screen as the screen sense the "barcodes" through light reflection.

You can touch the screen and select the topic you want to further explore.

Similar technology applied here as well. The code on this page is sensed and the corresponding video would be played instantly. Speech from Andrew Keith, President of JOYCE is showing.

Special art collaboration projects with artists.

This is the end of the exhibition and you can shop for souvenirs there!

SHUM Momoko

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