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Censuum, Copenhagen, Denmark

6. Gentle Monster Haus, Seoul, South Korea & Shanghai, 5. House of Schwarzkopf, Berlin, Germany
China Direct to consumer retail is a growing trend, as brands understand
Our favourite bonkers brand Gentle Monster becomes a surreal the power of connecting to customers in spaces where they can
department store, where art meets commerce, and where robotics bring their brand stories to life in exciting, immersive ways. House of
meets digital, with the Seoul opening of their new Haus flagship concept. Schwarzkopf is a fantastic hair experience in Berlin, which combines a
Seoul Haus Dosan combines three of their brands into one creative hair and colour salon with expert hair analysis and a retail store that
experiential brand space: Gentle Monster eyewear, Tamburins beauty and offers limited edition, heritage and personalisable Schwarzkopf hair
a Nudake experimental patisserie. The space is anchored by a multi-floor products. Located in a beautifully designed space in the heart of Mitte,
3D installation designed in collaboration with Frederik Heyman, which this was a project that we actually helped develop at Echochamber,
deliberately breaks the conventions of traditional retail display. The third with a client innovation workshop and retail safari. The result is a world
floor features THE PROBE, a six-legged robot created and developed by class example of how to turn a commodity product into an immersive
the inhouse Robotics Lab at Gentle Monster. Gentle Monster has become experience. There’s RFID activated storytelling, a selfie studio, and
a ‘dog whistle’ brand; cool to those in the know, which constantly pushes shampoo that you can personalise by putting your own silhouette onto
the boundaries of playful storytelling, digital theatre and design led the packaging.
product innovation.

Gucci Circolo, London, UK