Gentle Monster

The 5,000-square-foot SoHo flagship operates around a rotating installation concept, with eyewear displayed discreetly on wall-mounted shelving while large-scale sculptural environments take center stage. Gentle Monster is the most consistent practitioner of using the store as an art institution. The installations function as destinations in their own right, encouraging visitors to engage through photography and social media. Product is almost secondary to the installation. Sunglasses are the entry ticket to an experience that changes with each collection.