Fashion label MASONPRINCE’s new flagship store on Huaihai Middle Road, a chic landmark in Shanghai, China, features a classical stone Baroque facade that exudes a strong sense of history, sharply contrasting with the store signs that shine with silver luster in the form of metallic louvers. Breaking away from traditional stores that attract passersby with show windows, design studio TOMO opts for gradient glass to create a subtly obscured view that piques curiosity and enhances the visual narrative.
Stepping into the space, visitors are immediately captivated by the visual focal point on the central axis: a surrealist installation that transcends spatial dimensions, connecting upper and lower realms. This, combined with the four split-screen displays of “MP Heterotopia,” instantly immerse visitors in a bizarre, dreamlike atmosphere.
At the core of the space lies a visual puzzle: a “dream wishing fountain” constructed from overlapping layers of beige washed stone, merging classical aesthetics with innovative forms. The pool’s handrails cleverly transform into “flowing fountains,” with their silver texture resonating with the surrounding mirrored metal elements.
Above the “dream wishing pool”, a downwardly swirling “vortex” seems to draw in the lingering dreams of travellers. This transparent vortex, glittering with a crystal-like texture, creates a surreal, dreamlike effect under the interplay of moving people and lights. The main circulation and functional areas are skillfully delineated by different floorings. The main axis features a teak floor with mirrored metal strips, imparting a sense of ceremony. Beige washed stone, embedded with clothing hardware, outlines the boundaries, while blue handmade tiles in the display area evoke a retro feel.
On a miniature ping pong table, a roller-skate racket spins on the blue wool felt tabletop, as if searching for a lost ping pong ball.
A white toilet unexpectedly turns into a work chair. Unusual materials, unconventional functions, and uncommon combinations create visual puzzles scattered throughout the space. These elements are familiar yet contradictory, crafting a dreamlike scene that appears both realistic and strange.
At the end of the first-floor central axis stands the cashier counter, exuding a sense of ritual. Metal grille walls flank the counter, framing it and directing sight lines towards it. The counter, along with the symmetrically displayed “file cabinet” and brand logo behind it, is made of silver stainless steel, creating a sense of precise, futuristic distortion. The purple fabric used for the display area walls also wraps the front surfaces of the cashier counter, adding a touch of retro style. The thoughtful material choice cleverly stimulates a dialogue between unconventional textures and a futuristic ambience.
Extensive mirrored grille reflects and fragments the scene, weaving together pieces of dreams. While creating a spatial atmosphere, its structural form is subtly combined with modular rods to meet various wall display needs. A silver aluminum-texture ceiling, coupled with the reflective mirrored grille, creates the illusion of a “floating” ceiling. Customised lamps, with their retro forms, are made of futuristic acrylic, achieving a balance between stability and conflict.
Drawing inspiration from medieval saunas and retro bathhouses, this space merges whimsical imagination, distorted memories, optical illusions, and fantastical scene transformations, creating mildly dreamlike absurdity. A mirrored ceiling acts as a canvas of magic, stretching the space infinitely and evoking the sensation of stepping into a twisted time-space tunnel. Here, memory and reality intertwine, vision and perception blur, and each scene transition strengthens the dreamlike absurdity, captivating customers.
The walls and floors are fully tiled, complemented by pool, metal beams, showerhead-shaped lights, and wooden stools, all highlighting the “bathhouse” motif. The dim lighting and spacious setting offer a unique aesthetic experience, evoking a surreal mood for new-era consumers. The wall and cabinet integrate display functions, clad in white mosaic tiles with a mottled texture, evoking the essence of an “old bathhouse” setting. In the fitting area, rough natural textures catch the eye and seamlessly integrate into the setting with a harmonious colour palette. Stone-textured door handles and faucet-shaped hangers evoke old “bathhouse” elements in a contemporary context, bridging reality and memory.
Upon ascending the stairs, visitors enter a “studio” that seamlessly blends retro and futuristic elements, crafting a fantastic narrative for the third floor. Above the stairs, a deep walnut-coloured corridor, extended by large mirrors, resembles a tunnel of time, inviting consumers to trace back to the classic, timeless quintessence of the past. In contrast, a bright beige “central office area” represents a gateway to the future, opening into an unknown sci-fi world. This interplay not only merges contrasting spatial intentions but also precisely interprets MP’s unique brand identity.
Glass and stainless-steel benches, paired with a retro desk with an old computer, blend classic elements with new materials and designs, creating a harmoniously contradictory aesthetic. These pieces are strategically placed along the retro corridor, becoming visual focal points that guide exploration. Incorporating abnormal designs into everyday settings creates bizarre and contrasting scenes, distorting memory and offering an impressive experience. Surreal creations scattered throughout the space construct an “unknown” world, further stimulating exploration and interaction.
With unique perspectives, TOMO Design redefines spatial order and perception, infusing the brand’s spiritual core into the narrative, and weaving surreal scenes that blend retro and futuristic elements. This store stands as a benchmark for the new generation of experiential retail spaces, drawing continuous visits and fostering brand loyalty among young consumers in Shanghai.
