Gentle Monster in Hangzhou portrays an old woman restoring her memory

In China, Gentle Monster has unveiled its new Hangzhou flagship concept called ‘Memory’ – yet another amazing avant-garde installation-meets-retail space.

The South Korean eyewear label explains the story behind the ‘Memory’ concept is the ideal of future technology that can restore lost memories.

When entering the store, visitors will see a sculpture of an elderly woman sitting on the bench and thinking about her past. The brand described her as “an elderly woman with a vague memory rekindles with her friend the donkey from her childhood through the help of the memory restoration device”.

Located near the woman is a display area resembling a barn, where Gentle Monster’s eyewear collections can be found.

The flagship store houses a futuristic machine with two donkeys inside, visualizing how technology restores the woman’s childhood memories.

“The art installations with surreal and dream-like beauty portray the woman’s time and memory,” Gentle Monster said in a statement. “This space stimulates one to think of the true meaning of memory and the perpetuity of remembrance.”

Earlier this week, the luxury eyewear brand opened a new pop-up space above its Shanghai flagship store in collaboration with Chinese artist Kris Wu, featuring architecture design inspired by a parking lot layout.