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The Dreamy, surreal installations of avant-garde south korean brand
The Dreamy The Dreamy, surreal installations of avant-garde south korean brand The Dreamy 2

‘beating beats’ an art installation that combines audio and visual elements

Maybe you probably already know gentle monster for its bold, avant-garde designs of sunglasses. What you might not know is that the South Korean brand takes an equally radical approach when it comes to the commercial interiors that frame their products. So Today Design Gallerist brings to you The Dreamy, surreal installations of the avant-garde of this South Korean brand.

Gentle monster has been on an innovative path when it comes to brand awareness, seeking to create an entire universe that represents its aesthetics, and with which consumers can identify.

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For the past couple of years, the brand has been operating BAT, a project space linked to its flagship store in Seoul, which is currently operating as a secret area that only customers who purchase products can access, using a map and key.
Before BAT, gentle monster ran the quantum project, a series of 36 spatial installations, redesigned every 25 days through collaborations with artists and brands.

The project started four years ago with ‘blank desert’, an exhibition organized with the gentle monster’s sister brand that showcased a car submerged under a sea of sand. much like the desert, the otherworldly installation included no sign of life, while the concept behind it was ‘grounded in a cycle of creation and demise’.

 

The Dreamy The Dreamy, surreal installations of avant-garde south korean brand The Dreamy 1

‘final symphony’, last in the series, featured a dynamic installation that combined sound, lights, motion, and performance

The Dreamy The Dreamy The Dreamy, surreal installations of avant-garde south korean brand The Dreamy 3

The Dreamy The Dreamy, surreal installations of avant-garde south korean brand The Dreamy 9

gentle monster’s 33rd quantum project, ‘daydream oasis’

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The Dreamy The Dreamy, surreal installations of avant-garde south korean brand The Dreamy 10

the installation featured sub-themes on each level of the store, where a house hanging from the ceiling was featured in the first floor

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under the sub-theme, ‘moving memories,’ the third floor featured furniture and all sorts of objects suspended in time

Spanning over the 29 months, the quantum project included fantastical, otherworldly installations such as ‘beating beats’, a space adorned with orange fringes where the sound of forty tambourines and six hand drums gave the room a life of its own, and ‘daydream oasis’, an embossed swimming pool surrounded by silver fabric and shiny palm trees, where visitors where given the chance to step away from the mundane and into a surreal dreamworld. The series concluded with the 36th exhibition, ‘final symphony’, which featured elements of kinetic motion, sound, lights, performance, and color.

The Dreamy The Dreamy The Dreamy, surreal installations of avant-garde south korean brand The Dreamy 1

40 tambourines and six hand drums sounded a rhythmic beat for the duration of the 26th project

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The 16th quantum project by the gentle monster was titled ‘merry-go-round’ and played with feelings of nostalgia and hidden memories, the remains of broken sculptures together with the ring of the merry-go-round and various pieces of candy transported visitors back to their childhood days.

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DESIGN GALLERIST will continue to give you fantastic news on the art and design world. We like, as much as you, to read all about the newest design ideas, the latest project, the best designers and so on. Don’t forget to subscribe newsletter this blog and to follow us on InstagramFacebookTwitter, and Pinterest.

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