Seoul-based eyewear label Gentle Monster has launched its first European pop-up at Selfridges London within The Corner Shop. Gentle Monster invites consumers on a futuristic, surreal trip to the unknown and to celebrate the new capsule collection with three Selfridges exclusive colourways of the Afix Frame. The brand has created 'Traders', a tribe of extra-terrestrial creatures that travel across space in search of a new territory. They travel in multiple spaceships, trading minerals and microorganisms for tools and materials necessary for their new settlement.
As resourceful creatures, Traders can re-use these seemingly 'useless' materials as assembly-parts for their spaceship and also as wearable ornaments. 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.
One of their most significant goods of trade includes; living organisms called Konchylion (Ancient Greek for edible shellfish). Due to their mystical powers and savoury flavour, Konchylions are considered a popular commodity, even though they are far from obedient and controllable.
Selfridges Corner Shop is the Traders’ current destination where shoppers can witness their bustling arrival scene. During the arrival, minerals are unloaded from trading space vessels and Traders struggle in panic to keep the wild Konchylions in order.
Gentle Monster’s exploration of paradoxical relationships also extends into the brand's stores. Structured like conceptual spaces, Gentle Monster showcases its frames as if they are on view in a gallery. Visitors are immersed in a total sensory experience with constantly renovated art installations.
The retailer has a total of 15 flagship stores and 25 stores inside department stores and duty-free space. Gentle Monster will soon be taking over 28 Argyll Street for what it claims will be the most exciting store experience London will ever have.