Korean eyewear brand Gentle Monster opened its second flagship location in Los Angeles in August 2022.
The store reflects Gentle Monster’s reputation for blending art, fashion and innovative retail design. This 5,000 sq-m storefront presents a more culturally relevant design, taking customers on a journey through the various stages of the rice harvest process. The entrance boasts a platform made of mother-of-pearl with mechanical troupe ‘scarecrows’ that sashay from side-to-side in a darkly lit space. The brand’s eyewear is then displayed on marble and metal shelving made to mimic the blades on crop tractors.
This opening is significant with the brand’s growing global influence, especially given recent investment from LVMH. The launch of this store aligns with the increasing fusion between retail and art, catering to a market who values experiential shopping.
The centrepiece features a kinetic installation by Korean artist Jung Uk Yang that was inspired by threshing. The installation features a repetitive bell sound, symbolising the end of the harvest, that drives customers further into the store. With more technologically elaborate storefronts on the rise, Gentle Monster uses their new LA space to bring back focus into the power of community and heritage in retail designs that spark more connected experiences for consumers. This approach differentiates Gentle Monster in a crowded luxury market and solidifies particularly as interest in Korean culture and design trends continues to rise globally.
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