GentleMonster · Kega

The fine art of retail design

Retail design is an art in itself, and this is proven by South Korean retailer Gentle Monster - with the emphasis on art. The stores of this fashion eyewear brand are the superlative version of well-known concepts like Camper and Aesop.

Every store (or should we say: showroom) has its own completely unique identity, tells its own story and stirs up such emotions like amazement, bewilderment and amazement.

From a surrealistic, Tim Burton-like forest of horrors to a baroque, Burgundian painting décor, and from a dilapidated industrial factory setting to a futuristic, minimalist laboratory environment: every store delivers its own inimitable and surprising experience.

Shop theatre
The brand itself says it strives for harmony between two extremes: the artistic world and the commercial world. Judging by the pace at which this barely five-year-old brand is opening new stores, adorning Korean celebrities with eyewear and attracting international press coverage, they’ve found the perfect balance between these two worlds.

What makes this retailer brilliant?
The Gentle Monster showrooms are surrealistic, artistic, surprising, creative and completely different to anything you’ve ever seen in retail. And at the same time they give you, the consumer, an experience you want to immerse yourself into over and over again.