New York, NY
The opening of Gentle Monster’s flagship store in SoHo signals the emergence of the vanguard eyewear brand in the US. The atypical application and detailing of materials endemic to a retail environment subtly subvert expectations. Precise geometries of mirror cast eyewear displays into optically immersive depths, while engaging the customer in a conscious navigation of the brand and space. The ‘monster home’ incorporates both digital and physical platforms for experimentation with content and collaboration with local artists, in the form of a gallery space and interactive displays.