Gentle Monster Parallel

Gentle Monster is a sunglasses brand that commissions contemporary artists to transform their four Seoul stores into galleries by installing their art on the walls, the ceilings—everywhere. The flagship store is in an old public bathhouse that retains most of its original interior. It’s really interesting to enjoy art in that kind of a setting. To keep the flagship store exciting, Gentle Monster has a “space team” in charge of changing the store’s look and installations every 25 days.