Preview: Gentle Monster

28 : 09 : 2015 Gentle Monster : Eyewear : South Korea

This week’s Innovate examines the innovative showrooms of South Korean eyewear brand Gentle Monster.

  • Gentle Monster began as an online-only retailer in 2011
  • Its physical stores use visually arresting design aesthetics to great effect
Work in Progress by Gentle Monster Work in Progress by Gentle Monster
Blank Desert by Gentle Monster Blank Desert by Gentle Monster
The Malfunction by Gentle Monster The Malfunction by 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. 

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