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.
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’.
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 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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