© Gentle Monster

Following last year’s investment in Gentle Monster by L Catterton Asia, the private equity division of luxury behemoth LVMH, the Seoul-based eyewear brand goes full throttle in the retail department, adding a new and highly anticipated flagship store just off Regent Street in London. The store occupies 450 sqm. (4,844 sq.ft.) set across two floors, and similar to other Gentle Monster outposts across the planet, the interior is wildly imaginative and tickling the senses with intricately designed creatures and objects that either sit pretty, move or make sounds. Created by the company’s in-house design team, the chosen theme is Kung Fu, and the dynamic of the martial art sport is captured in various evocative scenes across the premises, all against a backdrop of pristine white walls, flooring and ceiling.

It should be said that the attention for detail is mind blowing, and this is also shown by the wide and eclectic range of materials used. Gentle Monster‘s full range of coveted sunglasses are – almost in a discreet manner – interspersed, using a variety of shelving and displays. Adding further layering to the setting is a waterfall video installation, entitled Octfalls and presented on different screens, by Berlin-based Japanese artist Ryoichi Kurokawa, which was especially re-edited in collab with Gentle Monster for the new store. The store opening in the British capital marks the kick-off of an accelerated global expansion, and flagship openings are already planned for Paris and Dubai in the near future. London location: Gentle Monster, 28-29 Argyll Street (Soho).

© Gentle Monster