MASONPRINCE Shanghai Flagship Store is located on Huaihai Middle Road. It is an upgraded version of the brand’s first store in Guangzhou, continuing the "flame"-themed transparent screen installations to showcase the dialogue and derivation of different spatial dimensions, creating a dream-like, surreal "three-domain space" that offers a unique retail narrative.

This time, TOMO unfolds the “frontrooms” of real life, and creates a multi-layered “backrooms” with a dreamy realm that blends surrealism, fantasy, and subconsciousness. Familiar yet strange nostalgic scenes are mixed with a bizarre virtual sense of the future, breaking through the traditional commercial space model. The concept of "surrealism" permeates all three layers of the space. The unknown field triggers emotional perception, brings a novel atmosphere to consumers, and enhances the appeal of the clothing displays. This conflicting yet harmoniously integrated experiential space leads customers into a surrealistic fantasy, exploring the enigmatic "backrooms" in the three-domain space. Functionally, the three floors of the building are creatively conceived as different scenes.

First Domain— Irrational Lobby:  The lobby’s centerpiece features a visual puzzle that evokes a "Central Park." The beige washed stone "wishing fountain" at the entrance along with art installations including a garden bench, a miniature ping-pong table, and a roller skate racket quietly thrive in this space.

Second Domain— Optical Illusion Bathhouse:  Drawing inspiration from medieval saunas and retro bathrooms, the second floor integrates these elements to create an "optical illusion bathhouse." It features a huge subconscious “vortex” installation, shower heads transformed into "shower lights," and "bathroom mirrors" used as fitting mirrors. The bottom of the vortex in the swimming pool echoes the wishing fountain downstairs, creating a strong sense of spatial distortion.

Third Domain— Heterotopia Studio: The third floor merges retro and futuristic elements to create an "office" infused with surrealistic features. The "futuristic” model of MP founder, also a MP player, “sits” above the stairs, controlling the retro sci-fi virtual reality headset, constantly generating new inspirations for the next real image, exploring the MP universe across different times and spaces, and leading consumers on the next journey.

In terms of sustainability, the project emphasizes the use and transformation of the original old building, reducing resource consumption from new construction. It preserves the historical charm of the old building while incorporating modern design elements, achieving a perfect fusion of history and modernity, breathing new life to the old building.

MASONPRINCE Shanghai Flagship Store is not just a commercial space but an aesthetic statement, featuring "backrooms" as liminal spaces. It creates a retail experience rich in futuristic and surreal consciousness for young consumers.