Korean born eyewear brand Gentle Monster has captivated many visitors and customers with high-end products and out-of-this-world store experiences. The Gentle Monster Sinsa flagship store became a landmark of Korean retail design.
The concept comes from an original story created by Gentle Monster, a tale of a white crow that fought an alien invasion to protect her eggs. This is the first Gentle Monster store to carry a narrative throughout a 5-story store. The ground floor depicts a scene of a flock of crows sitting on wires above a ground covered with pine cones creating a unique sense of texture. The sound of crows accentuates the grim plot that is about to unfold.
The narrative continues with a display of a crashed UFO with dangling kinetic alien tentacles, where you witness the true synergy of art and technology. Every floor tells a part of the story through an atmosphere created by its own texture and unique use of materials. An imaginary depiction of the inside of a UFO - hairline metal finished furniture and meticulous food product packaging- shows a stark contrast from the rustic ground floor piled with pine cones and rotten looking wood.
On the lower ground floor, the navigation ends at a dark room that abruptly turns into a disco room filled with dancing kinetic crows.
Every visitor is given a graphic novel booklet of the ‘White Crow’ story.