South Korean eyewear brand Gentle Monster established itself in 2011 under the philosophy of high-end experimentation.
With focuses on product, space, styling, campaign, and service, Gentle Monster aims to deliver a radically new and innovative eye for design. These principles are addressed in not only the design of their sunglasses, but also in the design of their retail spaces and creative projects. Their refusal to be recognized as simply an eyewear brand is spoken in every frame, project, and store.
The rapid growth in Gentle Monster’s popularity has led the brand to be regarded as a major creative force.
Each pair of sunglasses embodies a duality of being. Seeking to satisfy this duality found in every person and in every thing, Gentle Monster attempts to uncover a place in between playfulness and elegance, delicacy and destruction, past and future. Since their emergence, they’ve worked in collaboration with various artists and celebrities like Tilda Swinton, Hood by Air, Moooi, Henrik Vibskov, and Alexander Wang.
Gentle Monster’s exploration of paradoxical relationships also extends into their retail stores. Structured like conceptual spaces, Gentle Monster showcases their frames as if they are on-view in a gallery. Complete with renewing art installation, visitors are immersed in a total sensory experience. At a time where retail is seen as dead, Gentle Monster is redefining what the shopping experience should feel like.
The relentless need to evolve has also led the brand to creative endeavors like the ‘Quantum Projects’, ‘BAT Projects’, and the ‘Episode’ series. In each of these endeavors, Gentle Monster experiments with evolution in spatial, temporal, and digital realms.