Masterland

Masterland was a five-year collaboration with a visionary Chinese developer to create a collection of luxury private residences in Nanjing, one of China’s oldest and most culturally vibrant cities. Known for its thriving tech industry, elite universities, and active sports culture, Nanjing offered a unique opportunity to engage an international-minded audience, particularly its growing expat community. Our goal was to design and deliver a series of homes each over 8,000-square-foot turnkey homes, each one completely distinct in style, fully furnished, and equipped with globally sourced fixtures, art, and accessories.

The project’s creative brief required each residence to reflect a different design identity, ranging from Spanish California-inspired to ultra-modern, retro-modern, eclectic, timeless modern, and a Kelly Hoppen–inspired home. This level of stylistic diversity demanded intensive research, bespoke procurement, and highly customized execution. We led the full scope, from concept through installation, curating international brands and delivering a lifestyle-ready package in every home. Each design needed to be not only visually compelling but also practically suited to the preferences of high-net-worth buyers in China.

Working across continents presented significant logistical and communication challenges. The developer had initially looked to California for expertise in model home merchandising, and after securing the contract, we faced the task of managing design remotely, across languages and time zones. To ensure precision, we embedded a bilingual project manager and designer in our team to liaise locally and translate all documentation into Mandarin. Combined with regular site visits, meticulous digital documentation, and ongoing client coordination, this structure enabled us to maintain high standards and efficient execution throughout the five-year timeline.

The outcome exceeded expectations. Beyond the homes themselves, the developer was so impressed with the level of quality, attention to detail, and merchandising value that they launched an e-commerce platform allowing customers in China to purchase everything featured in the residences. What began as a bespoke design project evolved into a full-scale brand experience, positioning Masterland not only as a premium real estate product but as a curated lifestyle offering that resonated deeply with its intended market.