Retailer Gentle Monster has unveiled a new flagship store in Hongdae which features a religious-inspired design theme which it calls ‘Sacrifice’.

The new theme within the store tells the sacred story of the Earth God and the sacrificial rituals that are offered to him. The first floor of the store is home to a grand grey statue that is holding a white sphere which is described as the ‘God’s Eye’. Next to the statue is a kinetic object representing the brand philosophy of Gentle Monster which observes and studies the world. On the second floor a giant dark horse is situated in the centre of the floor and is named by the company as “a sacrifice to God.” Under the theme of “craftsmanship”, the third floor features “eye-capturing offerings to the God” and relief-sculptures which exemplifies the brand’s story. Gentle Monster’s eyewear collections can also be found on this floor.