gentle monster's shanghai flagship store blurs the boundaries between retail and gallery

south korean brand gentle monster has well established itself as a non-conformist, radical force, both when it comes to its eyewear designs, and to the interiors of its retail locations. whether it concerns its flagship stores in several countries (check the london one here), or special projects such as the quantum installations, the brand keeps surprising its customers with ingenious, multisensorial experiences that transcend the boundaries of conventional retail design. for its flagship store in shanghai, the in-house team, headed by founder hankook kim, has put together a series of rooms each with unique spatial elements, such as woven sculptural creatures, piles of soil, wooden boats, and pieces of technological equipment.

all images courtesy of gentle monster

located on a high-end street of shanghai’s former french concession neighborhood, the gentle monster flagship store immediately stands out thanks to the numerous large-scale installations of its ground floor space that make it seem more like an art gallery than a retail interior. the brand has also recently launched the salon project at the store, an initiative based on the 18th century french salon culture. embodying a place for social interaction and networking, the space brings together people from all walks of life to present unpredictable narratives and visuals.

project info:

name: gentle monster shanghai flagship store

brand: gentle monster

location: no. 798-802, huangpu district huaihai road, shanghai city, china