In a nutshell
Eyewear brand whose stores are like art popups. Consistently collaborative (on projects, co-brands, celebrities and artists), the brand produced prescription and sunglass styles that are not repeated.
In their words
"Visitors land in the heart of New York’s iconic SOHO district. Named ‘ The Visitor’, Gentle Monster creates a metaphoric future, where the different shades of faith and hope create new and unique futures. In this space, Gentle Monster in visions a future where the Earth and Moon drift apart. A chapter of 13, the drift between the two created the 13th lunar month, and the showroom depicts a world effected and inspired by the shift of paradigm. A massive media wall entices passing people to gaze in, while art installations beyond the windows inspire a genuine curiosity for the space and world created within." - the explanation of the installation in the Soho store (2024)
Brand Background
Gentle Monster, established in Seoul in 2011, has grown into a notable player in the global fashion eyewear market. The brand is recognized for its distinctive designs and artistic collaborations, combining fashion with technology and art. Gentle Monster's retail approach transforms each store into an art installation, reflecting its creative vision. This strategy has attracted attention from fashion enthusiasts and celebrities, positioning Gentle Monster as more than just an eyewear company. Since its inception, the brand has expanded internationally, with flagship stores in several major fashion capitals.
Visit Field notes
The store is a polished concrete labyrinth with large windows through which you can enjoy the animatronic and robot installations. At the time of visiting (November 2024) the store had robot installations in the front room and thereafter more organic, undersea animatronic installations in the rear rooms. Signage and contextual information draws on the vernacular of a modern art gallery. The glasses are presented as if exhibits, yet available to touch and try on. Staff are helpful and the instore technicials can bend, melt, adjust and wrangle the frames for a perfect fit. The origin of the brand was the founder's recognition that frames did not fit the preferences of the Asian market, but from there a bold, humorous and distinctive brand positioning was formed.
Checkout
- The robot and animatronic installations
- The art gallery objects and prints, noting too the gallery-style hanging and information panels
- the peculiar circulation - an interconnected set of warren-like space. They have created nooks and crannies, or broken up prime retail space with 'obstacles'... it's a form of "un-shop"
- The extensive dispensing workshop for maintenance, lens setting etc. A full service store.
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