It’s harvest time at Gentle Monster’s new boutique in Los Angeles
You’d not be remiss if you thought you’d inadvertently wandered off Broadway onto the set of The Addams Family. Perched atop mother of pearl platforms, a mechanical troupe of Cousin Itt-like figures sashaying in a darkly-lit space makes for a startling sight. These are, in fact, ‘scarecrows’ that are guarding the entrance to Gentle Monster’s new boutique in Downtown Los Angeles, opened earlier this month.
The cult Korean eyewear label’s second US flagship after New York, the 5,000 sq ft store ‘leads visitors on a journey through the stages of harvest’ by way of moving installations, surreal sculptures and handcrafted objects. There’s a gently undulating ‘rice field’ comprising 2,000 metallic rods, while rugs by Korean knitting designer Misu A Barbe bring a softness to the polished space. Eyewear is displayed on marble and metal shelving which take their cues from the blades of crop tractors.
The centrepiece is a kinetic installation by artist Jung Uk Yang that is inspired by threshing. The multi-layered artwork combines traditional machinery with modern design, while a repetitive bell sound (symbolising the end of the harvest process) entices visitors deeper into the store. It’s an offbeat aesthetic that has become associated with Korea’s creative scene, from films to fashion – then again Korean fashion designers do kooky-cool like no one else.
Founded in 2011 by former curator and professor Hankook Kim, Gentle Monster is known for its conceptual store designs, which have previously referenced launderettes, bathhouses, and the scientific laws of entropy, no less. More recently, the brand set up shop in Singapore with a moveable feast inspired by Samsara, Ron Fricke’s acclaimed non-narrative documentary from 2011.
The Seoul-based brand releases 140 completely new styles each year, and counts Opening Ceremony, Henrik Vibskov and Hood by Air among its collaborators. It also acts as an incubator for a number of creative installations, from an experimental bakery, to a garden post office, a conceptual pop-up hotel, and a ‘smash pong’ court (the brand’s brilliantly bonkers take on ping pong). Last month, LVMH invested $60 million – or a seven per cent stake – in the company, so expect to see Gentle Monster’s creative cache soar. Up next for the label: a collaboration with Dutch designer Marcel Wanders.
INFORMATION
For more information, visit the Gentle Monster website
ADDRESS
Gentle Monster
816 S Broadway
Los Angeles CA 90014
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
-
The moments fashion met art at the 60th Venice Biennale
The best fashion moments at the 2024 Venice Biennale, with happenings from Dior, Golden Goose, Balenciaga, Burberry and more
By Jack Moss Published
-
Crispin at Studio Voltaire, in Clapham, is a feast for all the senses
New restaurant Crispin at Studio Voltaire is the latest opening from the brains behind Bistro Freddie and Bar Crispin, with interiors by Jermaine Gallagher
By Billie Brand Published
-
Vivienne Westwood’s personal wardrobe goes up for sale in landmark Christie’s auction
The proceeds of ’Vivienne Westwood: The Personal Collection’, running this June, will go to the charitable causes she championed during her lifetime
By Jack Moss Published
-
Inside Sterling Ruby and OTW by Vans’ skatewear-inspired collaboration
American artist Sterling Ruby and OTW by Vans’ footwear collaboration was revealed in Los Angeles, backdropped by a specially constructed skate park created with PLAYLAB, INC
By Tilly Macalister-Smith Published
-
Inside John Lobb’s timelessly elegant New York flagship, a trove for shoe lovers
John Lobb opens its 700 Madison Avenue store, a walnut wood-clad space filled with sophisticated footwear for any occasion or terrain
By Tianna Williams Published
-
Comme Si’s first store in Brooklyn is a design lover’s temple to socks
Sock and loungewear brand Comme Si launches a temporary Brooklyn store, a rich and inviting space created with designers Elias Studio, John Sohn and Yoonjee Kwak
By Pei-Ru Keh Published
-
Extreme Cashmere’s Los Angeles takeover is a lesson in how to host in style
Amsterdam-based label Extreme Cashmere invites Wallpaper* behind the scenes of its Los Angeles pop-up, featuring an ephemeral restaurant inspired by the team’s beloved dinner parties
By Jack Moss Published
-
Inside Valentino’s vast new store on New York’s Madison Avenue
The three-floor Valentino boutique, which was formerly a longstanding flagship space for Calvin Klein, has been transformed into a beacon of Italian style
By Pei-Ru Keh Published
-
Zegna x The Elder Statesman launches with Los Angeles pop-up in a Jean Prouvé-designed structure
Zegna x The Elder Statesman arrives worldwide this month, including a special stop in Los Angeles. Here, Alessandro Sartori and Greg Chait tell Wallpaper* the story behind the collaboration
By Pei-Ru Keh Published
-
New York Fashion Week S/S 2024: Tory Burch to Willy Chavarria
New York Fashion Week S/S 2024 set off womenswear fashion month with a packed schedule spanning big-name debuts, runway returns and plenty of hometown favourites
By Tilly Macalister-Smith Last updated
-
American designer Willy Chavarria on his lifelong love of Dickies
Featured in the Wallpaper* USA 300, Willy Chavarria is part of America’s new wave of fashion designers. On the launch of his collaboration with Dickies, he talks utilitarian design, authenticity, and buying his first pair of Dickies at Kmart
By Jack Moss Published