Seoul-based sunglasses label GENTLE MONSTER has officially opened its largest flagship store in the world at the Taikoo Li Sanlitun shopping center in Beijing, China. With a brand identity rooted in innovation and artistry, GENTLE MONSTER is known for its futuristic frames and stunning physical showcases to match — including its robot-filled Santa Clara Flagship and recent installations with Selfridges London and Son Heung-Min.
Centering around the visual narrative theme “DATAIZED FUTURE,” GENTLE MONSTER’s ambitious store in Beijing displays expressive and fragmented art pieces across its three-story, 1,330 square meter space. The store is said to house twice the number of styles and products as other flagship stores and will offer free repair services, special collaborations, and professional optometrist services on the top floor. Rather than optimizing for efficiency, the store reads more like a contemporary art museum with sunglasses stands scattered between long floor-to-ceiling screens and alien-like sculptures.
“GENTLE MONSTER dove deeper into its unique DNA, disrupting conventional retail methodologies that prioritize efficiency and function,” the brand wrote in a press release. “With “Future Retail,” GENTLE MONSTER offered a powerful retail experience by simultaneously presenting contrasting emotions, amplifying the brand’s singular worldview.”
Take a closer look at the store design above.
Gentle Monster Taikoo Li Sanlitun
S10-15, 19 Sanlitun Rd,
使馆区 Chaoyang, Beijing,
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