If there’s one thing you can’t say about MASONPRINCE‘s stores, it’s bland. The Chinese fashion brand has accelerated its retail presence in China, and the latest flagship store in Shenzhen, sees an interior design that’s just as evocative as the previously inaugurated retail spaces nationwide. The company has secured a sizeable, 900 sqm. (9,688 sq.ft.) unit at UpperHills, an upscale shopping centre in the city’s Futian district, and once again collaborated with Chinese architecture practice TOMO Design for the interior design. In line with MASONPRINCE‘s irreverent and forward approach to fashion, the chosen aesthetic is equally adventurous, embracing the structural beauty of contemporary architecture along the way. Interestingly, for the first time, the store façade design reflects an avant-garde spirit rooted in simplicity and purity, while also forging a dialogue between the architectural space and the brand’s Classless Fashion Collective design philosophy. The latter is captured by boldly visible flames which adorn five large windows.
Taking minimalist cues from the Bauhaus movement, the settings follow the iconic adage ‘Less is more’, and seemingly look as if concepted for sporting events. The ground floor sees a blend of raw cement framework and classic wood grain which define the colour palette, fostering a retro ambiance. An exclusive section, dubbed MASONPRINCE ARENA, merges the dynamic contours of retro athletics with contemporary installations. At the very centre of the ground floor, a micro running track seamlessly intertwines with swimming pool and office elements. The ground floor’s so-called Kinetic Metamorphosis Room features a retro grid ceiling paired with brown wood-texture walls which is reminiscent of an old office. A clothing folding table, adorned with a vintage horn speaker and the number ‘1’ displays a fun remix of workplace and sports arena elements, simultaneously resembling a scoring table and an office desk. Nearby, barbells become clothing rails, an irreverent eolement which aims to breaks conventions. When entering the back section of the MASONPRINCE store, a towering three-story structure unfolds, marking a shift in the spatial narrative.
The multi-level vertical columns break away from the warm hues of the store’s front area, revealing raw concrete textures which leading to the next stage called Psi-Leap Nexus, which aims to symbolise a convergence of energy and spiritual shifts. Approaching the side entrance, a monumental sculptural diving platform breaks spatial boundaries, erecting as a metaphor for spiritual heights. Nearly ten meters tall, this sculpture appears as though it has emerged from a temporal rift. On a mezzanine level, an in-house café by Proguys is situated where shoppers can sit back in between shopping sprees. Needless to say, the upper floor also comes with an evocative name—All-Powerful Sports System. Once again fusing sports elements, such as a table tennis court, a gymnastics arena, and bowling conveyor belts with office aesthetics. Near the outdoor terrace, a table tennis racket comes into view, delivering a dual sensory experience of visual wonder. The new MASONPRINCE store carries the full range of men’s and women’s apparel, accessories and shoes. © superfuture
MASONPRINCE
UpperHills, 5001 Huanggang Lu
518026 Shenzhen
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