Gentle Monster

A well-known South Korean brand, Gentle Monster, is expanding its reach in the fashion eyewear market globally, with a specific focus on China. Hankook Kim established the brand in Seoul in 2011, and it has established a reputation for its imaginative designs and immersive brand experiences.

The company recently announced the opening of a new store in Shanghai, as part of its expansion strategy. Using its WeChat presence, Gentle Monster creatively engaged with its audience by showcasing the store as an exhibition curated through multimedia. Every feature of the store was meticulously explained, offering insights into the inspiration behind the design choices.

The Shanghai store of Gentle Monster, which was named "The Mobitucture," followed the theme of a speculative space where humans reside during the mythical 13th month. This fascinating concept was inspired by the work of French animator and artist Ugo Bienvenu, who envisioned a post-apocalyptic society known as "13 months."

Founded: 2011

Headquarters: Seoul, South Korea

Website: https://www.gentlemonster.com/

Instagram: https://www.instagram.com/gentlemonster/