A Whole Experience in Gentle Monster
People can buy eyewear online. So what makes them visit a physical store? Gentle Monster treats the store as part of the brand experience. The stores combine eyewear with art, design, and unexpected installations, giving people a reason to experience the brand in person.
Gentle Monster creates a different concept for each location instead of using the store simply as a place to display eyewear. The company describes its physical stores as part of what completes the brand.
“Our physical stores are what complete our brand, our lifestyle.”
The Santa Clara flagship featured a life-size robotic woman, moving donkeys, and a kinetic pine tree. The installations took six months to create and involved architects, robot designers, engineers, installation artists, and other designers. The store gives people something to look at and experience beyond the product.
Gentle Monster shows how a physical store can become more than a place to shop. The space itself can give people a reason to visit remember the brand. This brand tells how important it is to give experience to bring people in.
References
Dowd, J. (2021, March 3). Experiential Retail Goes Surreal at Gentle Monster’s Latest U.S. Flagship. Retail TouchPoints.
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