Gentle Monster unfolds Hongdae flagship with ‘Sacrifice’ theme

Gentle Monster has unveiled its new Hongdae flagship with a religious-inspired design theme it calls ‘Sacrifice’.

“The new theme introduces the sacred story of the Earth God and the sacrificial rituals that are offered to him,” the company said.

The first floor houses a grand gray statue holding a white sphere which is described as the ‘God’s Eye’. Adjacent to the statue is a “kinetic” object representing the brand philosophy of Gentle Monster which is “constantly observing and studying the world”.

A giant dark horse, which the company named as “a sacrifice to God”, is situated in the center of the second floor.

Under the theme of “craftsmanship”, the third floor features “eye-capturing offerings to the God” and relief-sculptures which exemplifies the brand’s story. Gentle Monster’s eyewear collections can be found on this floor.