In Celebration of Ten Years, MASSHIRO&Co. Presents an Exhibition of its Journey

In Celebration of Ten Years, MASSHIRO&Co. Presents an Exhibition of its Journey

MASSHIRO&Co. presents On Essential Decisions, an exhibition reflecting on what the brand has cultivated over the past ten years while looking ahead to what lies beyond. Tracing the progression of its pieces—from form to detail—the exhibition highlights an evolving approach to everyday essentials, shaped by intention and continuous consideration, while opening a dialogue on what possibilities MASSHIRO&Co. may explore next. 

For the past decade, MASSHIRO&Co. has focused on creating shirts as daily solutions—pieces you return to, especially on days when you feel like you have nothing to wear. Each design is developed through an ongoing process of learning and thoughtful consideration across material, proportion, structure, and detail. Every decision is made to support balance and ease in everyday wear, allowing each piece to feel natural, functional, and enduring. “For us, essential decisions have always been about creating pieces that quietly support the everyday—piecesthat feel right, without needing to think twice,” says Katharina, the Co-Founder of MASSHIRO&Co. “This exhibition is a reflection of that journey, and an invitation to consider what truly matters moving forward.” 

In developing the exhibition, MASSHIRO&Co. works closely with NUSAE, led by Andi Rahmat, and thisPLAY by Sigit D. Pratama, shaping the experience through a shared approach that reflects the brand’s principles of creative simplicity. The spatial experience unfolds through a considered process, where each element is approached in relation to form, material, and composition. 

“For me, essential decisions define how systems translate into experience. By aligning form, information, and environment, design creates clarity where every element has a role, not as decoration but as part of a coherent and readable system.”says Andi. 

“Bringing MASSHIRO&Co.’s journey into a single space is both compelling and complex, shaped by a continuous dialogue between material, intention, and time. This exhibition unfolds through layered works that guide the audience through that journey, where each design traces its starting point while hinting at what comes next. What appears minimal is, in fact, carefully constructed—each detail carrying the discipline, depth, and meaning behind the practice.” adds Sigit 

Extending this perspective, the exhibition brings together creative voices who interpret MASSHIRO&Co.’s values through their own lens, responding to both where the brand standstoday and what it is becoming. Indra Leonardi and Sigit D. Pratama each presents an artwork reflecting their individual practices—Indra Leonardi through printing photography, and Sigit D. Pratama through a practice that explores movement, translating motion and material. 

“The CHA shirt reflects a commitment to consistency, where structure, proportion, and everyday wear come togetherto shape a clear and enduring identity,”sharesIndra Leonardi. 

Sigit D. Pratama adds, “I am drawn to movement that never settles, because it mirrors how perception itself is always in flux.” Together, their works translate the idea of essential decisions into visual and spatial expressions—offering distinctreadings ofsimplicity, intention, and the everyday.

Several notable partners are also involved in shaping the exhibition space, contributing to the material and spatial expression of the works presented. TACO supports the material applications within the space, while Nippon Paint contributes to the surface and color treatment that define the atmosphere of the exhibition. The all-white palette reflects MASSHIRO&Co.’stonal identity,reinforcing a consistent visual language throughout the experience. 

Complementing the spatial and material elements, MASSHIRO&Co.’s signature cotton scent returns as a familiar presence that holds the space together. It is developed in collaboration with SCIESA and was first introduced at the brand’s flagship store. Inspired by the crisp white shirt, it will add a subtle sensory layerto the overall experience. 

Alongside these collaborations, MASSHIRO&Co. turns to a different expression for its 10 year anniversary collaboration, choosing to explore the creation of a carpet with FIO. This gesture reflects an openness to new expressions, extending its design language beyond garments while remaining rooted in its core sensibility. Conceived as an extension of the brand’s visual language, the piece translates MASSHIRO&Co.’s design philosophy into a spatial foundation for the exhibition. The carpet carries subtle layers of expression through its surface treatment, reflecting moments of precision and exploration acrossthe brand’sjourney, while also showcasing FIO’s capabilitiesin translating these nuancesinto material form within the exhibition space. 

The exhibition further unfolds into a three-day series of curated programs, creating moments of dialogue and exchange, with the second and third days focusing on engaging communities and starting new conversations through each session. In collaboration with Minutes of Manager and OnLights, the program fosters new connections and expands community dialogue, offering a platform forshared perspectives and reflection. 

The program continues with a curated lunch experience at Canton in collaboration with Artisan Kuliner Group, exploring the art of making through a culinary lens, with a dim sum workshop reflecting process, craft, and sensory exploration. This will be followed by a student-focused talk session with Svida Alisjahbana and Paulina Purnomowati that opens conversations around designing with a global mindset and how this perspective can be embedded within a brand’s creative process. Acrossthese programs, the exhibition aimsto depict on what it means to make essential decisionsthrough different forms of experience. 

On Essential Decisions Exhibition by MASSHIRO&Co. takes place at Spac8, UG Floor, ASHTA District 8, located at Jalan Senopati No. 83, from 22–26 April 2026. The exhibition is accessible through priorregistration via Goers, with limited availability for walk-in guests. As part of the experience, a curated pop-up space is integrated within the exhibition. It presents exclusive merchandise and selected pieces available only during this period, alongside a special program for BCA cardholders. This extendsthe journey beyond observation into something more personal.