Gentle Monster 2016 'The Butcher' Show
Client : Gentle Monster
Art Direction / Stage Design
Gentle Monster's 2016 Collection, ‘THE BUTCHER’ was expressed to feature the brand’s futuristic idea of the butcher.
The abandoned factory in Munlae-Dong, was used as a flour mill for 50 years from 1958. The old mill seemed to tell a story of old tales through its brick walls and wooden structures. The sharp and refined image of the 'Butcher', brought on by its white and metallic features met with the old abandoned mill to create a peculiar and eerie aura. Objects to express the work of butchers were carefully placed within a deliberately dim lighted cold and futuristic ambience, building a stronger tension with the presentation.