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‘The Revolution’: Inside Gentle Monster’s reimagined Beijing flagship

South Korean eyewear label Gentle Monster has unveiled the new look of its revamped Beijing flagship store. 

Under the theme ‘The Revolution’, the store design was inspired by “a plant’s journey through the evolutionary process”. Upon entering the store, visitors are welcomed by a gigantic “circular accelerator”, a rotating device that stimulates the plant’s evolution. 

“Branches growing out of an old tree become independent beings, signalling a new beginning,” the company said in a statement.

Meanwhile, the second floor houses installations expressing the later stages of ‘The Revolution’. The floor also displays a range of Gentle Monster’s eyewear items, including its latest collection.  

“Gentle motions of evolved plants allow visitors to experience the conflicting emotions of tension and beauty.”

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