Why a retailer called on Gentle Monster to design an entire department store
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Why a retailer called on Gentle Monster to design an entire department store

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Gentle Monster is an eyewear brand, right? Well, now the Seoul-based company can also add ‘set designers for an entire department store’ to its bag of tricks. In a radical retail move, the in-house design team was called upon to deck out the interiors of SKP-S, the forward-facing offshoot of Beijing’s SKP luxury mall. Beijing – They’ve created a buzz in a way that no other brand has done before – a reason for people to get off the couch and visit a sunglasses store. So said Tim Rupp, design director of retail environments for Nike, during last year’s […]

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