JOYCE launches the BOOK OF LOVE for the festive season

03 Dec 2012

  • This Christmas JOYCE celebrates the season of giving with a unique programme that creates awareness while raising funds for charity. The Book of Love is a special initiative that is inspired by books and the important role they play in our lives. The programme consists of three projects that will inspire customers to write their own stories. Each enterprise combines the worlds of art, fashion and food, while raising funds for non-profit organization, Bring Me a Book, which helps enrich the lives of others through books.
    To kick off the celebrations, JOYCE has invited French artist Frédérique Morrel, who is known for their exquisite handmade artworks made using fiberglass taxidermy moulds and textiles, to create 30 one-of-a kind handmade book clutches exclusively for the retailer, featuring their signature tapestry prints. The extravagant and practical book clutches come in large and small sizes with limited quantity.
    JOYCE will also bring a taste of Paris to Hong Kong with an exclusive pop up shop featuring the delectable creations of Haute Patisserie Hugo & Victor. Located in all four JOYCE boutiques, the renowned Parisian chocolatier will create a specially designed book cover to house its delicious chocolates, making them the perfect holiday treat. To the delight of sweets lovers, a special Hugo & Victor Pop-up store will be set up in JOYCE Central. Part of the profit from the sales of book clutch by Frédérique Morrel and chocolate by Hugo & Victor will be donated to Bring Me a Book.

    JOYCE has also enlisted its stable of designers to contribute to the project. Thirteenth renowned designers including Damir Doma, Dries Van Noten, Dsquared, Joseph Altuzarra, JUNN. J, Mary Katrantzou, Neil Barrett, Oscar de la Renta, Piers Atkinson, Raf Simons, Rick Owens, Romeo Gigli and Sacai have donated copies of their favorite books to JOYCE CARE. Taken from their own libraries, each book is signed by the designer along with a personal inscription or insight. With the reserve price of $1,000 each, all the books will go on JOYCE.com[joyce care link], JOYCE and affiliated stores for secret bidding from now until 15th December and all proceeds will go to Bring Me a Book.
    Treat yourself and others this festive season and shop for a good cause at JOYCE.