Milan’s iconic 10 Corso Como has unveiled the first European store for Gentle Monster, the boundary-pushing eyewear brand known for its bold aesthetics and experiential spaces. The launch marks a striking new chapter in the brand’s global narrative, blending fashion, art, and immersive storytelling at the heart of Milan’s design and fashion scene.
At the core of this new retail concept is the mesmerizing Giant Head Kinetic Object, a monumental installation developed by the Gentle Monster Robotics Lab. This emotive centerpiece features three distinct faces—one central and contemplative, gently blinking and swaying, flanked by a larger and smaller face in fluid motion. This kinetic sculpture embodies the complexity of the human mind, cognition, and emotional interplay, offering visitors a truly sensory experience.
Around the space, ethereal star-like forms punctuate the environment, symbolizing invisible aspects of the psyche and elevating the store beyond traditional retail into a realm of spatial storytelling. The fusion of avant-garde design and poetic innovation is a hallmark of Gentle Monster, whose bold identity extends beyond eyewear into visionary environments that challenge conventional shopping paradigms.
Since its founding in 2011, Gentle Monster has gained global recognition for its emotionally charged, future-forward approach. This Milan debut underscores the brand’s commitment to expanding its creative footprint, using space as a medium to provoke thought and connect on a human level.
As a host, 10 Corso Como continues to build on its legacy as the world’s first concept store. Under the guidance of Tiziana Fausti, it remains a cultural nexus that unites fashion, design, and lifestyle with global relevance and local heritage.
This immersive installation is not only a celebration of innovation and design but a testament to Milan’s role as an international creative capital—now home to a new universe by Gentle Monster.
