RETAIL
Single-Brand
Store
of the Year
GENTLE MONSTER
LONDONCo
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LONDON – Selecting the single-brand store
of the year prompted a fierce and thought-
provoking debate. After much deliberation,
the jury saw the metaphor in its mooting:
shouldn’t stores create controversy and
provocative experiences? Isn’t this what retail
itself ought to do?
Experience is certainly at the centre
of Gentle Monster London, a multisensory
world in which robotic aliens practise kung
fu and a sculpture springs into song. ‘Disrup-
tive and inspirational’ was the description
provided by jury member Tim Rupp, design
director of retail environments for Nike. That
said, the group found it hard to distinguish
between Gentle Monster the brand and
Gentle Monster London. ‘Part of the appeal
of their stores is that they’re all different,’
said Berit Burema, Ace & Tate retail design
manager. ‘They become destinations in their
respective cities.’
The jury conceded that while the
Argyll Street flagship might not be the most
extreme or immersive example in the eyewear
brand’s portfolio, it’s still thoroughly intrigu-
ing and engaging. ‘Gentle Monster has 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,’ said Rupp,
before giving the last word to Burema: ‘And
apparently they sell enough. Whether it’s
in-store or online doesn’t matter – that’s the
future of retail.’ – TI
gentlemonster.com
PEOPLE'S VOTE
Gentle Monster London
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