Shenzhen-based fashion brand MASONPRINCE is once again expanding its retail presence. Following last year’s opening of its first flagship store in nearby Guangzhou, the company, which is run by Millennial siblings Qiusen, Qiumu and Qiulin Zhou, have taken an even more ambitious step by opening up shop in Shanghai. Measuring no less than 600 sqm. (6,458 sq.ft.) spread across three floors of an early 19th-century building with an ornate, Baroque-inspired façade, the store sees a renewed collaboration with TOMO, an architecture and design practice based in Shenzhen. Similar to the first store, the retail space takes shoppers across several surreal settings which aim to elevate the shopping experience.
On the ground floor, bold MASONPRINCE signage is paired with bright purple-pink gradient glass which not only adds an alluring touch of mystery, but also and references the brand’s first store in Guangzhou. Upon entering the store, shoppers encounter a fantastical installation which literally transcends spatial dimensions, connecting the upper and lower realms. The installation comes with the four split-screen displays which further boost the immersive experience. At the core sits a so-called dream-wishing fountain constructed from overlapping layers of beige stone, merging classical aesthetics with innovative forms. Situated right above, the crystal-like dream wishing pool, shaped as a downwardly swirling vortex, creates a surreal effect. At the far end, a sales counter can be found crafted from stainless steel with sides lad in purple-pink fabric. One floor up in the MASONPRINCE store, a bath house setting unfolds, replete with an abundance of tiles.
Shelving and displays are integrated in the walls, while metal beams, showerhead-shaped light fixtures, and wooden stools, all allude to the theme. In the concrete stairwell to the third floor a fictional character seemingly hovers while holding a game pad and wears a retro-futuristic VR headset. On the third floor, shoppers arrive in a walnut-clad corridor in retro style. paired with floor-to-ceiling mirrors, sturdy benches crafted from metal and glass, and a matching retro desk with a first-generation computer. The adjacent space oozes a full-on office aesthetic, featuring green carpeting, a faux elevator hall with old copy machines as displays. The new MASONPRINCE store carries the brand’s full range of men’s and women’s apparel, accessories and shoes. © superfuture
MASONPRINCE
528 Huaihai Zhong Lu (Jing’an)
200021 Shanghai
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