Gentle Monster’s flagship store in SoHo signals the entry of the avant-garde eyewear brand in the US. The atypical application and detailing of traditional materials such as wood, metal and mirrors disrupt the notion of the expected retail environment.

Precise geometries display perpetually reflected fields of eyewear and engage the customer in a conscious navigation of the brand and space. The ‘monster home’ incorporates interactive displays and a gallery providing digital and analog platforms for experimentation with content and collaboration with local artists.