(c) Ian Jindal. The robot display from November 2023
sector: Accessories
district: SoHo
70 Wooster Street, New York, NY 10012

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.

Other Reading

LAST VISITED

19/11/2024

Added

2019

COMPARE WITH

b48gNR9roCODcshhV9N6bjBHA_hPmDlSin94-Ofz5Ww
Upmarket grocery-focused supermarket with a reputation for quality, taste and good ingredients. This store brings their produce to life as well as showcasing their fishmonger, butchery and food prepar...
IMG_6621
A Meatpacking showcase for the electric-first, chunky 'Adventure vehicles" - experience, learning, configuration and test drives, with lots of lifestyle design queues in a generous location.
TlGV6LyMNS5lpOvWKmWX5Nj09MDJS9P_hOYh37W3HPk
Samsung goes one further than the Apple Store
IMG_2531
Google's brand/experience offering that makes the Apple Store seem staid and 'last year'.

Similar shops

of-WoJ0zDf1ptSDBag1ZqznuARkxWZqcz4sORwHba0A
Shows the coffee-loving passion and obsession of the brand - from roasting through preparation and eduction - not your old Starbucks!
new-balenciaga-store-in-soho-nyc-v0-j6r1ftelc6od1
Bold, brutalist remake of a Soho flagship building showcases the brand's "Raw Architecture" aesthetic. Sparse, sustainable fittings in a generous space, evoke 'art gallery' and luxury at the same time
_25g_PUmgZ2BQsm0MmImY17hLpJRKI1gWzkgBr_aQN0
Vibrant exemplar of a flagship store
IMG_2442
Surprisingly warm and accessible experience store from Dyson that offers generous space behind the dark facade, a characterful building and the full suite of Dyson demos, interaction and customisation
4GoVp4FD_Wbr-e3R-C8P24yyWilSeGaaSTcKsdyATWU
A reimagining of a toy store: child-centred, but adult-savvy. Combines the theatre of a 'secret behind the scenes' area and incredible staff, and a buzz like an affluent Soft Play afternoon.
nD_5yOMasQ8mBU8ar54f0I0c3t74DIeAPo-oaR7TRdA
British architect Sophie Hick's minimalist take on Alaia's move from wholesale to D2C.
Review Your Cart
0
Add Coupon Code
Subtotal