A kinetic sculpture with three revolving faces introduces Gentle Monster’s European debut at Milan’s 10 Corso Como, making it the must-see of Fashion Week.
10 Corso Como is where Milan’s fashion insiders gather, shop, and sometimes just pass the time. Now the space has welcomed Gentle Monster, marking the brand’s first European venture with a store that feels less retail, more immersive gallery. Just in time for Milan Men’s Fashion Week, it’s the latest proof that fashion and art still mingle best here.
Anchoring the new location is an installation titled Giant Head Kinetic Object, designed by Gentle Monster’s own Robotics Lab. Three sculptural faces orbit each other slowly, the central one lowering its eyelids and gently shaking its head as if lost in thought. The two others float gracefully around it, their subtle motions capturing the complexities and nuances of human expression without a single word.
The store itself reflects Gentle Monster’s signature blend of avant-garde restraint and futuristic ambition. Star-like lights scattered across the floor map out an imaginary psychic landscape, quietly guiding visitors from kinetic sculpture to sleek shelves stacked with minimalist eyewear.
This isn’t Gentle Monster’s first conversation-starting display, its previous stores in Seoul and Los Angeles have shown the brand’s flair for innovative storytelling, but bringing this vision to 10 Corso Como feels particularly significant. Here, where Carla Sozzani first blurred the lines between gallery, boutique, and meeting place, Gentle Monster fits effortlessly. The kinetic faces may be new, but the dialogue between fashion and art is classic Milan.
