Gentle Monster arrives in Europe, at none other than Milan’s 10 Corso Como

Wonder, intrigue – and sometimes even a dose of healthy confusion – are hallmarks of a Gentle Monster retail space, and the brand’s first Italian address is no exception. At home in the renowned concept store 10 Corso Como, Gentle Monster has imported the abstract vision and intriguing spatial storylines that identify its larger Asian outlets for its European launch. Notable with this opening is the fact that it coincides with the optical label’s third partnership with Margiela, for which it produced 20 distinctive frames. As such, the store-in-store’s relatively modest metal furnishings and white wall-panelling are complemented by a large ‘cybercore’ installation seemingly straight out of a sci-fi film.

Large bulbous black, purple, white and blue forms clad in sheer materials spring from the ground, with asymmetrical carpets in matching patterns setting the stage. Designs from the collection are displayed front and centre on small metal-and-wood tables that look like space artefacts themselves.