New York, NY
The opening of Gentle Monster’s flagship store in SoHo signaled 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 geometrical arrangements of mirrors cast eyewear displays into optically immersive depths while engaging customers in a conscious navigation of the brand and the space. The ‘monster home’ incorporates both digital and physical platforms for experimentation with content and collaborations with local artists, in the form of a gallery space and interactive displays.