Masstone: A Fashion Boutique that Redefines Style

A Fusion of Fashion and Natural Stone

The concept behind Masstone revolves around the idea of creating an inner garden that inherits the modernist tradition. By omitting decoration and narrative, the focus is on providing a versatile venue for multiple events. The architectural features, such as ramps, platforms, and ladders, create a dynamic and interactive space that allows for various movements and interactions.

Models gracefully walk the runway from the beginning of the ramp to the end, while customers wander from the fitting room to the cashier. Waiters serving coffee step onto the leisure platform, creating a seamless flow of separate movements that weave through the space. This unique design element sets Masstone apart from traditional fashion boutiques.

The realization of Masstone involved the use of anodized aluminum plates, GRG (Glass Fiber Reinforced Gypsum), terrazzo, and a steel structure. The auto-irrigated green wall adds a touch of nature to the interior, creating a harmonious blend of modernity and organic elements.

The boutique spans two floors with a total area of 520 square meters. Its design challenges the stereotypical styles often seen in fashion boutiques, such as artistic, simple European, dark, or industrial styles. Masstone aims to dissolve the myth of style and instead focuses on acknowledging the essential needs of human beings and embracing spatial characteristics.

The core concept of Masstone is "a garden within." It is not an isolated place, but a space that enhances connectivity and slows down time. The geometric play of platforms and ramps, along with the use of steel, concrete, and terrazzo, creates a visually striking environment that rejects direct historical references. The bespoke hanger lighting system adds to the boutique's aura, while the vertical plant wall softens the geometry and imparts an illusionist ambiance.

The Masstone Fashion Boutique project started in March 2017 and was completed in September 2017 in Beijing. The construction took place from July 2017 to January 2018 in Taiyuan. Since its completion, the space has gained recognition from internationally famous fashion designers, further solidifying its value and impact in the industry.

The Masstone Fashion Boutique, with its fusion of fashion and natural stone, challenges traditional notions of style and creates a space that celebrates individuality and creativity. It is a testament to the power of innovative design in shaping the future of the fashion industry.

Image Credits: Zhen Li, Yan Pan

Awards and Accolades: Masstone was awarded the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category in 2021. This prestigious award recognizes designs that showcase creativity, resourcefulness, and contribute to improving the quality of life.