As Masari marks its 50th anniversary, its Senayan City flagship returns with a redesigned space and a broader edit of local and international fashion. The store brings together ready-to-wear, bags, shoes, accessories and fragrances, with a layout that gives each collection room to stand on its own.
For a retailer that has spent decades introducing different designers to Indonesian shoppers, the new look is less about starting over than making room for the next chapter. A digital directory running above the central fixture lists the labels available in-store, while the more open layout makes it easier to move between them.
That breadth reflects Masari’s longstanding approach to curation. Over the decades, Masari has brought Indonesian designers into a retail setting alongside established international labels, giving local fashion a place within a broader conversation about contemporary dressing. Its selection reflects a willingness to look beyond a single aesthetic, bringing different approaches to craftsmanship, silhouette and material under one roof.
Rather than prescribing a single way to dress, Masari’s selection leaves room for different tastes and ways of putting a wardrobe together. That might mean pairing the sculptural approach of a local label with the experimental knitwear of PH5, or moving between the understated leather goods of Marge Sherwood and the more expressive silhouettes found across international collections. The result is a selection that treats personal style as something assembled over time, through individual choices rather than allegiance to a single brand.
Here, the redesigned interior provides a form of restraint that allows this mix of styles to shine. Warm white and grey tones, brushed metal finishes and full- length mirrors give the redesigned store a quieter backdrop. Seating throughout the space offers room to pause while trying on shoes or considering a look, while the more open layout makes browsing feel less hurried.
As Masari’s largest store, the Senayan City flagship brings a broader range of fashion into one place, with in-store fittings and the option to collect online purchases. It is a more expansive take on the boutique experience, without losing sight of the curation that defines Masari.
