When it comes to shopping in the sprawling South Korean capital, the Hongdae district is essential for any brand catering to a trend-conscious demographic. As the epicentre of Korean youth culture many leading brand from home and abroad have a brick and mortar presence here, and Gentle Monster is no exception. The much talked about Korean brand has not only been making waves with eyewear that hugely resonates with young consumers across the planet, but also with flagship stores that aren’t anything else you’ve ever seen. The brand is very conscious of the neighbourhood’s fast-paced sense of fashion, and cleverly anticipates by regularly redesigning the premises to keep its avid following on its toes and come back for more.
Gentle Monster recently revealed the latest makeover of the store interior – mind you, it’s part of its so-called quantum project which sees the transformation of the store’s ground floor every 25 days – that’s themed the scent, and which is inspired by an olfactory experience in a laboratory, featuring a series of installations made of a variety of materials, and inspired by industrial elements that have been taken out of context or reassembled into evocative new forms. Although the store is set across three floors, only the rooms on the ground floor have been redesigned, and some of these are dotted with displays of the brand’s latest men’s and women’s eyewear models.
Design and photography: Gentle Monster