Gentle Monster Mall of the Emirates

GENTLE MONSTER is a global fashion eyewear brand that sets eyewear trends worldwide through its unpredictable and innovative advancements. With each annual collection, GENTLE MONSTER unveils distinctive and creative products, delivering brand value through diverse initiatives, including unique spaces and campaigns that embody experimental and sophisticated aesthetics. GENTLE MONSTER’s Mall of Emirates store, themed ‘THE EVOLUTION,’ imagines a plant at the height of its evolution. At the facade, repeatedly rotating kinetic installations, video artwork, and objects depict mechanisms of evolution, allowing visitors to experience the intersection of two conflicting emotions: tension and beauty.