gentle monster opens london store

After popping up in Selfridges, South Korean eyewear brand Gentle Monster has opened a permanent London store in Soho and it looks pretty spesh. The brand is known for inventive store design – their LA branch has a rice field inside – and for their first standalone shop in Europe, they’ve gone for an aliens-meets-kung-fu concept. That means there are warrior aliens made of raffia and metal, a battlefield made of shrubs, digital waterfalls and a ceremonial gong that sounds every few minutes, as well as a range of glasses for sale. Gentle Monster even creates a unique fragrance and soundscape for each of their spaces so shopping here really is an experience. Specsavers this is not.

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28-29 Argyll Street, London W1F 7EB