Arsenal New York welcomed a groundbreaking installation that turns retail into performance art. Teaming up with avant-garde eyewear innovator Gentle Monster and fashion provocateur Maison Margiela, this immersive concept blurs the boundaries between sculpture, space, and spectacle.
Located in the heart of New York, the Gentle Monster Jewelry, Watches & Eyewear interior isn’t just a store—it’s a kinetic dreamscape, a futuristic theatre where objects move with intention, and shoppers become part of the scene.
Korea’s Kinetic Obsession Meets NYC Edge
When Korea’s master of visual disruption, Gentle Monster, brings its kinetic magic to the table, you don’t ask why—you say yes and build around the brilliance. Arsenal New York rose to the occasion, curating the installation’s perimeter with subtle, sophisticated design cues that amplify (not compete with) the motion-based centerpieces. The result is a space that feels simultaneously energetic and serene—like watching a machine dream.
Perimeters with Purpose
Gentle Monster’s signature kinetic objects pulse, pivot, and unfold across the room—bold, sentient sculptures that command attention. Around them, Arsenal’s refined perimeter design provides the perfect counterbalance: quiet surfaces, reflective finishes, and architectural restraint that allow the main pieces to take the spotlight. Think brutalist elegance meets tech couture.
Maison Margiela’s Whisper of the Surreal
Add Maison Margiela’s touch, and the experience deepens. There’s a hint of the surreal everywhere—from fragmented reflections in the eyewear displays to the subtle dissonance in proportions. Everything feels off in the best way possible, inviting you to look twice and question what’s real.
Jewelry, Timepieces & Eyewear Reimagined
This installation isn’t about product—it’s about perspective. The jewelry and watches are displayed not just to be worn, but to be witnessed. The eyewear is presented like relics from the future. Each element echoes Gentle Monster’s philosophy of storytelling through space, movement, and contradiction.
