GENTLE MONSTER Unveils New Hangzhou Flagship Store

In China, Gentle Monster has unveiled its new Hangzhou flagship concept called ‘Memory’ – yet another amazing avant garde installation-meets-retail space. The South Korean eyewear label explains the story behind the ‘Memory’ concept is the ideal of future technology that can restore lost memories.

When entering the store, visitors will see a sculpture of an elderly woman sitting on the bench and thinking about her past. The brand described her as “an elderly woman with a vague memory rekindles with her friend the donkey from her childhood through the help of the memory restoration device”.  Located near the woman is a display area resembling a barn, where Gentle Monster’s eyewear collections can be found.

The flagship store houses a futuristic machine with two donkeys inside, visualising how technology in an advanced world is able to restore the woman’s almost forgotten childhood memories. 

“The art installations with surreal and dream-like beauty portray the woman’s time and memory,” Gentle Monster said in a statement. “This space stimulates one to think of the true meaning of memory and the perpetuity of remembrance.”

The new Gentle Monster store carries the brand’s full range of glasses and sunglasses for both men and women, including some of the previously sold out items – the Gentle Wu and Jentle Home Collection.

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Text: Tong Van