Founded in 1979 by the late Joseph Ettedgui as a sidekick activity to his hairdressing salon, the eponymous Joseph store eventually evolved into an high-end fashion brand with its own stores, initially at homebase London, but later on boutiques and shop-in-shops also popped up in far flung shopping destinations such as New York, Beirut and Tokyo. Currently under the creative direction of Louise Trotter, the Joseph brand is in renewed expansion mode and has just opened its first outpost in Southeast Asia’s most affluent market. Nestled on the ground floor of Capitol Piazza, a recently opened upscale mall in downtown Singapore, the boutique occupies a 350 sqm. [3,767 sq.ft.] unit and London-based architecture practice and longtime collaborator Sybarite was enlisted to design the store interior. The chosen aesthetic very much adds up to the lofty dimensions of the space, pairing chunky furniture pieces and displays with sleek clothing racks and shelving, captured in a palette of grey and beige. Huge windows allow in floods of natural light, while sunken light spots strewn across the ceiling provide a glamourous shimmer. The new Joseph store carries the brand’s full range of men’s and women’s collections, in addition to select items from compatible brands such as Chloé, Isabel Marant and Jil Sander.