The South Korean eyewear brand celebrated its collaboration with Google and Samsung with an immersive experience and an intimate dinner by Atomix.
A lifelike horse, eerily human figures and enormous heads in a clear ball whose eyes followed guests around the room: It was hardly an ordinary Tuesday evening in New York, but then again, Gentle Monster has never been particularly interested in ordinary.
The South Korean eyewear brand took over 23 Wall Street for an elaborate celebration of its “Intelligent Eyewear” collaboration with Google and Samsung, drawing a crowd that included Joaquin Phoenix, Alex Consani, Anok Yai, Charles Melton and Paloma Elsesser.
Guests first selected a pair of glasses before being escorted through a series of fantastical installations, including encounters with dancers and figures that looked almost, but not quite, human. Along the journey the enormous floating heads spoke in different languages, their words translated through the eyewear — a surreal spectacle with a technology purpose.
The installation was unmistakably Gentle Monster, whose in-house creative teams have helped make its theatrical environments a signature of the brand. The experience opens to the public Friday and runs through Nov. 23, offering visitors a preview of its forthcoming “Intelligent Eyewear” collection developed with Google and Samsung.
Consani and Yai, faces of an upcoming campaign, were more interested in the personality a good pair of sunglasses can provide. Yai recalled that her first pair were pink and came from Walmart. Consani’s were also pink, although hers came from Disneyland.
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