MASSHIRO&Co. returns to Plaza Indonesia with a newly introduced retail space, offering a more spacious and considered setting for customers to experience the brand. Designed to bring the craftsmanship of each essential piece closer to the customer, the store invites a deeper appreciation of details from fabric selection to finishing touches while preserving the familiar proportions, materials, and atmosphere that define MASSHIRO&Co. stores.
The interior expresses this intention through a language of creative simplicity, creating a tranquil space defined by clean lines and muted tones where the products naturally take center stage. While maintaining a consistent design language across all MASSHIRO&Co. stores, each location is thoughtfully shaped to express its own character without departing from the brand’s core essence—here realized through a more open and fluid spatial experience.
“This space carries the same sense and atmosphere as our other MASSHIRO&Co. stores, in line with our commitment to simplifying dressing decisions. Every element is designed with that purpose in mind,” says Katharina Inkiriwang, CEO and Co-Founder of MASSHIRO&Co., a vision that is further reflected in the overall ambiance of the store. “More than a store, it is an atmosphere that mirrors MASSHIRO&Co. philosophy of timeless simplicity,” adds Agatha Carolina, Founder of BITTE Design Studio.
Upon entering, familiar MASSHIRO&Co. cues are immediately present. The brand’s signature scent, developed in collaboration with SCIESA, gently fills the air, accompanied by a carefully curated soundscape that establishes a steady, calming rhythm throughout the space. The store unfolds into two distinct sections. On the right, MASSHIRO&Co.’s core offering is presented, featuring the Classic Collection in white, deep navy, and black alongside seasonal shirt collections introduced at the opening. Together, these pieces reflect the brand’s approach to everyday essentials—balancing structure, versatility, and craftsmanship. On the left, the space is reserved for future collaborations.
To coincide with the opening of the Plaza Indonesia space, MASSHIRO&Co. presents the final series of the Anniversary Edit in mint green. Created as a marker of the brand’s 10-year journey, the collection brings together essential decisions and design choices that have been carried forward over time. The mint green tone introduces a lighter and fresher expression within MASSHIRO&Co.’s palette, conveying a sense of new beginnings and togetherness that feels warm and familiar. Suitable for an elegant and modern Raya celebration with comfortable fabrics that allow for all-day wear.
The layout encourages a calm and easy way to explore the collections, allowing customers to take their time and consider each piece comfortably. Together with its sensory details, curated collections, and space for future collaborations and the upcoming elevated line, the new Plaza Indonesia store reflects MASSHIRO&Co.’s approach to timeless design and everyday wear.
The MASSHIRO&Co. Plaza Indonesia store opens daily from 10 a.m. to 10 p.m. The Classic Collection and the final mint green series of the Anniversary Edit are available in-store, online, and through customer service.
