Brand Focus

Inside the magical retail design world of Gentle Monster

We bloody love Gentle Monster. The South Korean company sells eyewear like no other brand. We’re not talking about its interesting and unusual frame designs, or its cool collaborations. It’s its stores that makes Gentle Monster stand-out.

Each store is completely different to all the others in its network, but at the same time is always obviously part of the Gentle Monster world. Rather than being designed to look like stores the spaces evoke contemporary art galleries. The eyewear is displayed among themed sculptures and installations as though it is part of the artistic aesthetic. The installations often change, which gives customers a reason to come back.

 

Retail Design - Experiential Retail
Image credit: Gentle Monster

 

In fact, people are probably more likely to visit the spaces to see the design and take photos and explore, than they are just to shop. The stores even have their own unique fragrance and soundtrack to ensure that none are totally alike. And so Gentle Monster has created a brilliant way for new customers to discover and engage with its brand. This is a company that is creating culture.

Intrigued? You could be visiting fantastic and inspiring retail spaces like this on a Seoul or Shanghai retail safari. In the meantime, whet your appetite with this whistle-stop visual tour of some of Gentle Monster’s most magical spaces.

 

Buckchon Bathhouse, Seoul, South Korea

 

Visual Merchandising - Retail Experience
Image credit: Gentle Monster

 

Design In Retail - Immersive Retail
Image credit: Gentle Monster

 

Retail Designer - Shop Design
Image credit: Gentle Monster

 

London, UK

 

Physical Retail - Retail Store Design
Image credit: Gentle Monster

 

Retail Store Design - Physical Retail
Image credit: Gentle Monster

 

Shop Design - Retail Designer
Image credit: Gentle Monster

 

Hongdae, Seoul, South Korea

 

Immersive Retail - Design In Retail
Image credit: Gentle Monster

 

Retail Experience - Visual Merchandising
Image credit: Gentle Monster

 

Experiential Retail Retail Design
Image credit: Gentle Monster

 

Shanghai, China

 

Retail Vm - Store Design
Image credit: Gentle Monster

 

Store Design - Retail Vm
Image credit: Gentle Monster

 

Retail Design - Experiential Retail
Image credit: Gentle Monster

 

Sinsa Parallel, Seoul, South Korea

 

Visual Merchandising - Retail Experience
Image credit: Gentle Monster

 

Design In Retail - Immersive Retail
Image credit: Gentle Monster

 

Retail Designer - Shop Design
Image credit: Gentle Monster

 

Los Angeles, US

 

Physical Retail - Retail Store Design
Image credit: Gentle Monster

 

Retail Store Design - Physical Retail
Image credit: Gentle Monster

 

Shop Design - Retail Designer
Image credit: Gentle Monster

 

Sinsa, Seoul, South Korea

 

Immersive Retail - Design In Retail
Image credit: Gentle Monster

 

Retail Experience - Visual Merchandising
Image credit: Gentle Monster

 

Experiential Retail - Retail Design
Image credit: Gentle Monster

 

Chengdu, China

 

Retail Vm - Store Design
Image credit: Gentle Monster

 

Store Design - Retail Vm
Image credit: Gentle Monster

 

Retail Design - Experiential Retail
Image credit: Gentle Monster

 

New York, US

 

Visual Merchandising - Retail Experience
Image credit: Gentle Monster

 

Design In Retail - Immersive Retail
Image credit: Gentle Monster

 

Retail Designer - Shop Design
Image credit: Gentle Monster

 

Xian, China

 

Physical Retail - Retail Store Design
Image credit: Gentle Monster

 

Retail Store Design - Physical Retail
Image credit: Gentle Monster

 

Shop Design - Retail Designer
Image credit: Gentle Monster

 

Singapore

 

Store Design - Retail VM
Image credit: Gentle Monster

 

Retail Design - Experiential Retail
Image credit: Gentle Monster

 

Visual Merchandising - Retail Experience
Image credit: Gentle Monster

 

Gentle Monster X Mino Burning Planet, Seoul, South Korea

 

Immersive Retail - Design In Retail
Image credit: Gentle Monster

 

Retail Experience - Visual Merchandising
Image credit: Gentle Monster

 

Experiential Retail - Retail Design
Image credit: Gentle Monster

 

What does this mean for you?

Stores need to be remarkable if customers are going to keep coming back. It’s a simple fact, but one that you’d be foolish to ignore. Do Gentle Monster’s stores look like shops? Can you honestly say you don’t want to take a wander inside one?

Ask yourself the same question of your own stores – what’s the honest answer? Is every store in your portfolio as good as the rest? Do people seek you out when they’re on holiday so they can see how this space differs to the one back home? Gentle Monster has absolutely nailed this with its store model – can you do the same?

 

Retail Vm - Store Design
Image credit: Gentle Monster

 

Is there a way that you can display your products differently to make them seem more valuable? Although Gentle Monster releases more than 100 new styles every year, its spaces never feel crowded with options. By making the product arrays sparse, it makes its eyewear seem more exclusive. And this is why people are willing to pay more for its products.

Ultimately though, no-one sells eyewear the way Gentle Monster does. This is not your high street optician. This is magic and intrigue and adventure. It’s about reimagining eyewear as a piece of art that you wear on your face and selling it as such. And you know what? It works.

Remember you can explore spaces like these on a Seoul or Shanghai retail safari. What are you waiting for?