known for its extravagant shop designs and immersive installations, seoul-based eyewear brand gentle monster has now expanded its physical retail to central london. occupying a two-floor space in soho’s argyll street, the store’s design concept involves a multisensory experience that combines influences from the earth practice of kung fu with creatures from outer space.
all images courtesy of gentle monster
upon entering gentle monster‘s london store, visitors are met with a tribe of extraterrestrial warrior creatures, practicing their martial arts in a sequence of scenes spread across the two floors. developed by the brand’s in-house team, the interior concept sees the corner of argyll street transformed into a training ground for the alien beings, composed of kinetic installations, digital waterfalls and a ceremonial gong.
each space in the store captures a unique, multisensory scene where the larger-than-life creatures, made of weaved fabric, raffia, and metal panels, take center stage. in a much less extravagant manner, the brand’s sunglasses find their way within the alien planet, placed in subtle, geometric displays or among all-white, cheering aliens of miniature sizes with glittering pom poms on their hands.
