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01 · Gentle Monster
Gentle Monster: The Visionary Clinic
An immersive brand exhibition concept that turns retail into a surreal, clinical journey, pairing minimalism with unsettling, avant-garde storytelling true to Gentle Monster's experimental identity.
DisciplineExperiential design · Exhibition strategy
TeamWith Jasmine Wei
FormatStrategy concept
Objective
- Reimagine Gentle Monster's retail experience as a conceptual, experiential environment.
- Translate the brand's “weird beauty” philosophy into physical space.
- Move past product display toward storytelling and sensory engagement.
- Introduce the brand to a new cultural context through an exhibition.
Deliverables
- Experiential concept and visitor journey mapping
- 2D floor plan and spatial narrative
- Visual identity and moodboard: “creepy x clean”
- 3D renderings: reception, lounge, optical illusion room
- Collaboration concepts with Schiaparelli and AVAVAV
- Location strategy: MAXXI Museum, Rome
Key learnings
- Experiential retail can go beyond function into storytelling and emotion.
- Abstract brand DNA can be translated into spatial experience.
- Contrast between clean and unsettling elements makes a space memorable.
- Collaborations can widen a brand's cultural relevance.