Gentle Monster Opens Newest Flagship in Seoul

Gentle Monster Launches An Artisanal And Technological Store In Lotte World Tower

South Korean eyewear brand Gentle Monster has opened doors in their hometown of Seoul at the Lotte World Tower center. The store is titled ‘Digital Alchemy’ and is a contemporary reinterpretation of alchemy’s theme of transformation.

The space is filled with many visual representations of metals, non-metals, and metaphors. It employs transformation of matter and desires to express alchemy. The massive kinetic installation and video art located at the center of the store depicts the evolution of technology and emotions that humans feel in today’s digitally dominated world. Once again, the eyewear brand reflects thoughtful themes and motifs recognized in today’s culture.

300, Olympic-ro, Songpa-gu,
Seoul, Republic of Korea