The new concept store is named ‘Digital Alchemy’ and is located in Lotte World Tower in South Korea.

According to the company, the new store design concept was delivered by ‘recontextualising alchemy with a contemporary point of view.’ The store features an assortment of metaphoric elements inspired by alchemy including metal, non-metal, chemistry and human desire and also depicts the evolution of technology and emotions that humans feel in today’s digitally dominant world.

The heart of the store is a giant kinetic installation which features video artwork that illustrates ‘the complex amalgamation of emotions that humans experience with the constant development of technology in a digital world,’ the company stated.

The new Lotte World flagship store will offer customers a full range of eyewear items including Gentle Monster’s latest collection.