Gentle Monster opens spectacular new store in Guangzhou

Gentle Monster‘s expansion of its retail network hasn’t exactly been modest, but ever since luxury conglomerate LVMH‘s private equity division bought a stake in the company, the Korean eyewear brand ihas gone full throttle. the brand is particularly popular in countries across the far east, and the vast Chinese market is no exception.

Already operating four flagship stores in China, in addition to a retail space in Hong Kong, a fifth outpost has just bowed in Guangzhou. as the capital of China’s leading economic region, it’s one of the country’s few first-tier cities, and a presence here is a must for luxury brands. Gentle Monster picked two adjacent units at Taikoo Hui, a prestigious mall complex that’s already home to a cluster of luxury boutiques.

Similarly to other Gentle Monster flagship stores, the interior design of the new retail space is themed, and this time cues have been taken from the realm of old folktales, and specifically zooms in on the purifying process in which spirits transcend into deities. The retail space is dotted with intricately constructed objects, some are moving or make sounds, but all look colourful and exotic, capturing the theme in a wild variety of materials and arresting forms. Pristine white walls, ceiling and wall-mounted panelling form the neutral backdrop of these fantastical creations, while Gentle Monster’s coveted merchandise is showcased on shelving attached to the aforementioned panelling.