South Korean eyewear label Gentle Monster has unveiled a new concept store in Lotte World Tower. 

Named “Digital Alchemy”, the new store design concept was delivered by “recontextualising alchemy with the contemporary point of view,” the company said.

The Gentle Monster Seoul flagship features an assortment of “metaphor elements” inspired by alchemy such as metal and nonmetal, chemistry and human’s desire. 

A giant kinetic installation with a video artwork is located in the heart of the store, illustrating “the complex amalgamation of emotions that humans experience with the constant development of technology in a digital world”.

The Lotte World flagship store will also house a full range of eyewear items, including Gentle Monster’s latest collection.