Gentle Monster Launches Selfridges Permanent Store Fixture

By August 13, 2018Fashion News

Inspired by the theme of prayer.

Korean eyewear specialists, Gentle Monster, recently announced the launch of their permanent store fixture in Selfridges, one of London’s most popular luxury shopping retail store. Founded in 2011, Gentle Monster merges playfulness and elegance perfectly, constantly blurring the lines between delicacy and destruction, or past and future. Continuing with the philosophy of high-end experimentation that the brand was founded under, Gentle Monster has collaborated with a number of high profile artists & brands, such as Hood By Air, Henrik Vibskov, and famed designer Alexander Wang.

Designed around the theme of Prayer, the Gentle Monster fixture tells a quite gothic story of the Volcanic Gas below Lake Caldera, where after a long period of silence, neighbourhoods are anxious and priests born with strange features are worshipped as sacred beings all-while citizens offer prayers in hope of preventing volcanic eruptions. The story continues to get intense and darker as the priest’s aspirations come together as a visualised power through the prayer tower and the visual energy of prayer rises above Lake Caldera to stop the erupting volcano.

See an image of the fixture below:


Gentle Monster Selfridges Fixture

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