Masonprince Store, Guangzhou

TOMO Design worked with MASONPRINCE to bring a new experience and create a new spatial realm. Subvert conventional perception, and break the limits. Break away from the mainstream of the fashion industry, and hold on to a free attitude of rejecting labeling.

With the concept of “classless fashion community”, MASONPRINCE returns the freedom of dressing to young people. Without being limited to a certain or fixed language, the clothing designed by MASONPRINCE entices customer groups from different classes, ages and genders. The brand explores aesthetics through fashion, reflects on the social status quo, pays attention to lifestyles, and works to create emotional value for people through clothing.

This is the story that MASONPRINCE team tells. MASONPRINCE, with its brand values and visionary, trendy designs, not only wins over many young people, but also attracts some of the most popular celebrities who choose to wear its clothing in their daily life.

After its offline debut at a pop-up show during Shanghai Fashion Week to present its “The Urban After Party” runway series, the fast-growing young Chinese fashion brand, which had gained its momentum from online social media, urgently needed a new space for its target audience to socialize and amply the voice.

At the Dongshankou area in Guangzhou, a rendezvous for stylish young people, an old Western-style house marked with the year “1931” magically resonated with the vintage DNA of MASONPRINCE as if under the influence of an irreversible universal power, and thus became the location of the brand’s first brick-and-mortar store.

TOMO Design worked with MASONPRINCE to bring new experiences through creating a narrative with an interrupted timeline, incorporating a design language that “transcends the present”, and building a work scenario of “MP Studio” in the space. With an avant-garde perspective and via a unique medium, the design creates a dialogue between the past and the future. It connects the brand’s classless concept with the space, brings out unbounded dynamics and showcases a multi-dimensional time-space realm of the MASONPRINCE universe