The MASSHIRO&Co. INTRO 2023 was envisioned as an objective introduction to the brand’s next chapters. In its debut in Surabaya, the art of the white shirt installation was showcased alongside the Spring/Summer 2023 collections, which were presented on the runway in collaboration with several local brands.
2023MASSHIRO&Co.
Exhibition Fashion Show
Surabaya, Indonesia
TYPEExhibition
Fashion Show
Retail popup
The exhibition started with the White Shirt Installation,
as the definition of classic and remains relevant time
and time again. By suspending the white shirts to appear as if they are
floating, this installation showcases how craftsmanship
is essential; as anything less than perfect will show.
The corridor
and mezzanine were occupied by a popup market and workshop area, featuring a selection of local
Indonesian brands and international partners. The runway embraced
a white-on-white concept, embodying the
brand’s signature “White Shirt” identity.
The layout features a structured, medium-
scale setup within an open-concept room,
using industrial metal trusses for lighting to
contrast with the soft white surfaces. The seating is arranged in low blocks close to the runway path, ensuring guests feel fully
immersed in the monochromatic environment.