MASSHIRO&Co. at Plaza Indonesia

An Essential New Space, Shaped by Time: MASSHIRO&Co. at Plaza Indonesia 

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 detailsfrom 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 tranquilspace defined by clean lines and muted tones where the products naturally take centerstage. 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, settles softly in the air, accompanied by a carefully curated soundscape that sets 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 piecesreflect 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 bringstogether essential decisions and design choices that have been carried forward overtime. The mint green tone introduces a lighter and fresher expression within MASSHIRO&Co.’s palette, conveying a sense of new beginnings and togethernessthat feels warm and familiar. 

Familiar silhouettes that have come to define the brand return in this shade, alongside pieces introduced exclusively in mint green. Drawn from carefully selected archival styles, the collection is developed with attention to function and everyday wearability, resulting in essentials that remain relevant acrossseasons. These pieces will continue to be carried forward and reintroduced in future seasonal collections. The moment is accompanied by a simple hospitality experience in collaboration with Hendrick’s Gin, featuring a Jasmine Fizz cocktail, along with savoury, sweet pastries, as well as soft serve ice cream by Knots. A vintage photobooth offers a subtle visual reflection of the renewed archival approach behind the collection. 

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 is now open 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 customerservice.

Plaza Indonesia 

Jl. M.H. Thamrin No.28-30, Gondangdia,

 Kec. Menteng, Kota Jakarta Pusat, 

Daerah Khusus Ibukota Jakarta 10350