Preview: Gentle Monster

Many retailers tread the boundaries between art and retail, but Gentle Monster’s evolving retail spaces bring fresh meaning to visual merchandising. Its bespoke showrooms are sensory exhibitions that make us question the role of the retail space and slow the journey to purchase.

‘We want to create stores that are surrounded by a gallery experience first and foremost,’ says Jae Ho Bae, head of interiors at Gentle Monster.

Each of its four showrooms tells a different story, taking customers on rich and immersive journeys. Leading sculptors, designers, media artists and technology experts are commissioned by the brand to realise its pioneering visual approach through installations and novel uses of space and sound.

The Big Picture: Brands are finding new ways to excite consumers who feel like they have seen it all before. Look out for our forthcoming macrotrend Revelation Brands to find out more.