South Korean brand, Gentle Monster set up another one of its immersive retail stores in Oxford Circus, Europe. Known for its unique and innovative sunglass designs, Gentle Monster now has a new optics shop that incorporates sci-fi robotics, cute alien creatures and of course, displays for its eyewear line. Since 2016, Gentle Monster had hopes of going tri-continental after branching outside of Asia and into New York and LA.
The brand uses its rare conceptual ideation for pieces and replicates them within its store designs. Each of the brand's stores has its own narrative that originates from an idea within its HQ in Seoul that is then developed from 2D to 3D by a specialist in-house design team. The installation displays kinetic and art objects like a training ground with a ceremonial gong, digital waterfalls and a battle arena.
Gentle Monster’s focus is to produce experimental yet wearable pieces, made with premium materials at its own factories, ensuring quality is never compromised.