The shops of South Korean eyewear brand Gentle Monster are impressive art installations. They’ll lure you in, but in this case you won’t mind at all. You wouldn’t want to miss out on these stories! Each shop location has a different interior that will tickle your senses. They’ll create a sense of crazy virtual reality with bizarre colours, surprising materials and sci-fi-like constructions. One example is shop concept The Laundry, decorated as a launderette with purple plants. Shop concept ‘Scent’ explores the world of smell.

The most radical story Gentle Monster did so far, was the Quantum Project in Hongdae, Seoul. For two years, this shop changed interiors every 25 days. True Gentle Monster fans visited the shop every 25 days. And what about the eyewear? Collaborations with artists, designers and celebrities like Henrik Vibskov and Tilda Swinton lift the brand experience to an even higher level. However, in most shops the eyewear collection is presented quite discrete or even on a different floor.