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The playful and stylish aesthetic of gentle monster resonates extremely well with the millennial crowd, and with China’s young consumers spending considerably more cash on lifestyle goods than their contemporaries overseas, it’s no wonder the Korean eyewear brand sees retail expansion here as a top priority. Following outposts in Hong Kong, Beijing and Shanghai, a new flagship store has recently bowed in chengdu, the gentle monster brand is known for pulling out all the stops for its retail spaces, and this new store is no exception.

Situated at Taikoo Li, an upscale shopping mall in the heart of the city, the store occupies a spacious two-storey unit. The design of the store is dramatically themed the new generation after Tsunami, and is all about visual drama, featuring an eclectic range of elements, decorations and materials that aim to make shopping here a titillating experience.

Upon entering the new gentle monster store, a theatrical setting unfolds that represents a post-deluge landscape. Captured in black and grey hues, the setting features a giant swirling staircase that represents the aforementioned Tsunami, differently textured surfaces – mind you, even charcoal is included – and last but not least, suspended moving sculptures that evocatively symbolize re-emerging life forms and nature’s resilience. one floor up, the palette is light and airy, yet featuring similar intricate details that signal a nascent world.

The merchandise is interspersed in a discreet manner, presented on shelving or displays that seamlessly blend into the interior. The new gentle monster store carries the brand’s full range of coveted sunglasses and prescription frames. Location: Taikoo Li, zhong shamao lu 8, shop 1213.

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