The Korean eyewear brand Gentle Monster have launched their new five-story concept store HAUS DOSAN 0 10 10 10, located in South Korea. The first project in a series titled UNOPENED:FUTURE, the store promises to transport visitors to a new dimension, in much of the same way that their unusual and future-facing eyewear does.
Gentle Monster called upon creatives Frederik Heyman, Tamburins, Nudake, and ARCA, to create installations and a soundtrack for the immersive space. Heyman, who SHOWstudio regulars may remember from his fashion film Ceremonial Formality where man became machine whilst dressed in 3D designer garments, has created the centrepiece for the store. The Venezuelan, Grammy Award-nominated producer and musician ARCA was also on hand to provide an exclusive synaesthetic soundtrack, directly inspired by Heyman's installation. To listen in full, you'll have to head to HAUS DOSAN.
Meanwhile, you'll also find Nudake's mind boggling desserts which are never what they seem, alongside Tamburins, the influencer friendly beauty brand. The store is split up thematically across the five levels, with the first floor opening space dedicated to what the brand describes as 'emotional provocation' where you won't find any product, only artist installations. Head upstairs, and you'll find Gentle Monster's cult optical eyewear and sunglasses, alongside a video artwork by London and Berlin based artist Jonas Lindstroem, together with The Probe - a fully functioning Gentle Monster robot. The further you explore, the more artworks you'll find; one senses that collaboration is at the core of this future-facing retail space.
Stay tuned for the next chapter, set to unfold in Shanghai, China, in May 2021.