Project Objective:
To design an immersive brand exhibition that reimagines the traditional retail experience of Gentle Monster by transforming it into a conceptual, experiential environment.
The project aimed to:
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Translate the brand’s “weird beauty” philosophy into a physical space
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Move beyond product display into storytelling and sensory engagement
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Create a memorable, emotionally provocative experience that aligns with the brand’s avant-garde identity
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Introduce Gentle Monster to a new cultural context through an exhibition format.
Deliverables:
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Experiential exhibition concept development
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Spatial narrative and visitor journey mapping
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2D floor plan
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Visual identity and moodboard (creepy x clean aesthetic)
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3D spatial renderings (reception, lounge, optical illusion room, etc.)
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Brand collaboration concepts (Schiaparelli x Gentle Monster, AVAVAV x Gentle Monster)
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Exhibition touchpoint design (entry, collections, checkout, interactive zones)
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Location strategy (MAXXI Museum, Rome)
Key Learnings:
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How experiential retail can move beyond functionality into storytelling and emotional engagement
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Translating abstract brand DNA (like “weird beauty”) into tangible spatial experiences
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The importance of contrast in design (clean vs unsettling) to create memorability
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Designing for multi-sensory engagement and visitor flow
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Understanding how collaborations can expand brand perception and cultural relevance