© Gentle Monster

Hot on the heels of the renewal of Gentle Monster‘s store in the Sinsadong area in the South Korean capital, the eyewear brand has revamped its other flagship store across the Han river. Situated only a stone’s throw away from its headquarters, the retail space has seen a complete makeover across two floors. Similar to Gentle Monster‘s previous store renewals, this one is themed–and it’s called Sacrifice, to be precise. The ground floor sees an Atlas figure, set in a pebble garden and surrounded by intricately constructed tiered structures and an arch, all crafted from wood, but the globe which rests in his hand is a rather battered one. Anything but static, a large-sized robotic arm diligently scoops up water to pour it onto the globe as if it were a ritual healing. One floor up, a different settings unfolds which extrapolates the narrative by introducing more characters, albeit diminutive ones, who industriously assemble – or is it dismantle? – a horse statue straddled across two interlocking platforms. Similarly, motion is very much a part of the setting, and here it’s in the form of swinging weights and spinning reels. The setting is flanked on one side by a glass-panelled and backlit wall where eyewear is presented on sleek suspended shelving and an adjacent setting captured by gold-hued tiling, and yes, more eyewear on wall-mounted shelving. On the other side, in a shrine-like setting, a large rotating eye on an ornate tiered pedestal can be found, right beside shelving with more merchandise. It’s connected to yet another section on this floor, demarcated by colourful mosaic pillars and beams.

Gentle Monster
54 Dongmak-ro 7-gil (Hongdae)
04048 Seoul
Telephone: +82 2 31440864
Daily 12-9

© Gentle Monster