Transforming Retail with Art: The Gentle Monster Experience

Amy Weng • August 6, 2024

Hi! Welcome back to our series on marketing in China. Today, we’re exploring a fascinating trend that's reshaping the retail landscape: art installations in shops.


Have you ever wondered why stores like Gentle Monster in Shanghai draw massive crowds? It’s thanks to their focus on art installations. Art and commerce have become deeply intertwined in China, creating unique retail experiences that attract and engage consumers. This growing trend of incorporating art installations into retail spaces resonates with Chinese consumers, making shopping not just an activity but an experience.


Why Art Installations Work

Gentle Monster, a South Korean eyewear brand, has taken retail to the next level with its Shanghai store called Haus Nowhere. The ground floor greets visitors with a pair of robot statues, leading them upstairs to even larger installations of two gigantic heads facing each other. These captivating displays not only showcase their products but also create an immersive experience for visitors.


This spring, the lines were 2 hours long just to get inside. Once in, visitors were greeted with visually stunning displays that had to be photographed and shared on social media, particularly on Xiaohongshu (RED). The installation of 2 very realistic human faces went viral, resulting in an explosion of user-generated content that boosted the brand's visibility and appeal.


In addition to eyewear, the store features Gentle Monster’s own café brand NUDAKE, presenting a “croissant gym” concept space. The ground floor also hosts the South Korean fragrance brand Tamburins, with a hyperreal statue of an elderly couple adding to the artistic atmosphere.


Gentle Monster dedicates the majority of square meter space to art and only around 20% to merchandising, it is clear that the brand prioritizes creating an experiential and art space. This approach aligns with the rapid post-pandemic development of social commerce, as brands become more creative in utilizing their physical retail spaces.


By creating an art experience within the shop, Gentle Monster has not only created a check-in place for visitors but also an on-brand display of the eyewear label’s arty image. The retail space provides high “emotional value” for young visitors with a need for experience and fashion.


Wrapping up, Art installations in retail spaces are not just a trend; they’re a powerful marketing tool that can transform the shopping experience and boost brand visibility. 


At Think East, we specialize in helping brands develop innovative retail strategies that resonate with Chinese consumers. Whether it's creating engaging art installations or leveraging social media for maximum impact, our team can guide you in transforming your retail space into an unforgettable experience.


As you think about your own retail strategy, consider how you can incorporate art to create engaging, shareable moments for your customers. How would you consider building art into your retail experience? Would your customers be willing to stand in line for 2 hours to see an art installation in your store?


Stay tuned for our next post, and connect with us on LinkedIn or via email—we’d love to hear your thoughts and questions.


See you next time!


Banner Image Credit: Gentle Monster (gentlemonster.com);

All photos in the gallery by Amy Weng

Kunst trifft auf Retail: Gentle Monsters Erfolgsrezept


Hi! Willkommen zurück zu unserer Serie über Marketing in China. Heute erkunden wir einen faszinierenden Trend, der den Retail neu gestaltet: Kunstinstallationen in Geschäften.


Warum sind Läden wie Gentle Monster in Shanghai so erfolgreich und können Menschenmengen anziehen? Das liegt an ihrem Marketing Fokus mit Kunstinstallationen. Kunst und Retail sind in China eng miteinander verflochten und schaffen einzigartige Einkaufserlebnisse, die Konsumenten anziehen und begeistern. Dieser wachsende Trend, Kunstinstallationen in Verkaufsräume zu integrieren, spricht die chinesischen Konsumenten an und macht das Einkaufen zu einem Erlebnis.


Warum sind Kunstinstallationen so beliebt?

Gentle Monster, eine südkoreanische Brillenmarke, hat mit ihrem Laden im Haus Nowhere in Shanghai den Retail auf die nächste Stufe gehoben. Das Erdgeschoss begrüsst die Besucher mit zwei Roboterstatuen und führt sie nach oben zu noch grösseren Installationen von zwei riesigen Köpfen, die einander gegenüberstehen. Diese faszinierenden Displays präsentieren nicht nur ihre Produkte, sondern schaffen auch ein immersives Erlebnis für die Besucher.


Diesen Frühling waren die Warteschlangen 2 Stunden lang, nur um hineinzukommen. Einmal drin, wurden die Besucher mit visuell beeindruckenden Displays begrüsst, die fotografiert und in sozialen Medien, besonders auf Xiaohongshu (RED), geteilt werden mussten. Die Installation von zwei sehr realistischen menschlichen Gesichtern ging viral und führte zu einer Explosion von nutzergenerierten Inhalten, die die Sichtbarkeit und Attraktivität der Marke steigerten.


Neben Brillen präsentiert der Laden auch Gentle Monsters eigene Café-Marke NUDAKE und ein „Croissant-Gym“-Konzept. Das Erdgeschoss präsentiert auch die südkoreanische Duftmarke Tamburins mit einer hyperrealistischen Statue eines älteren Paares, die zur künstlerischen Atmosphäre beiträgt.


Gentle Monster widmet den Grossteil der Ladenfläche der Kunst und nur etwa 20% dem Verkauf! Das zeigt, dass die Marke auf die Schaffung eines Erlebnisraums setzt. Dieser Ansatz entspricht der schnellen post-pandemischen Entwicklung des Social Commerce, da Marken kreativer werden, ihre stationären Geschäfte zu nutzen.


Durch die Schaffung eines Kunsterlebnisses im Laden hat Gentle Monster nicht nur einen Ort geschaffen, an dem Besucher einchecken, sondern auch eine markengerechte Darstellung des künstlerischen Images der Brillenmarke. Der Verkaufsraum bietet einen hohen „emotionalen Wert“ für junge Besucher, die Erlebnisse suchen.


Zusammengefasst sind Kunstinstallationen in Verkaufsräumen nicht nur ein Trend, sondern ein starkes Marketing-Tool, das das Einkaufserlebnis verwandeln und die Sichtbarkeit der Marke steigern kann.


Bei Think East helfen wir Marken, innovative Retailstrategien zu entwickeln, die bei chinesischen Konsumenten Anklang finden. Ob es darum geht, fesselnde Kunstinstallationen zu schaffen oder soziale Medien für maximale Wirkung zu nutzen, unser Team kann Sie dabei unterstützen, Ihren Verkaufsraum in ein unvergessliches Erlebnis zu verwandeln.


Wie können Sie Kunst in Ihrer eigenen Retailstrategie integrieren, um ansprechende, teilbare Momente für Ihre Kunden zu schaffen? Würden Ihre Kunden bereit sein, zwei Stunden in der Schlange zu stehen, um eine Kunstinstallation in Ihrem Geschäft zu sehen?


Bleiben Sie dran für unseren nächsten Beitrag und verbinden Sie sich mit uns auf LinkedIn oder per E-Mail – wir würden gerne Ihre Gedanken und Fragen hören.


Bis zum nächsten Mal!

Chinese Elders vs. Swiss Elderly

By Fiona Koh • January 13, 2026
Whoever has visited China, no matter how big or small the city, will have observed one thing: Chinese elderly women line dancing in public plazas to loud Chinese pop songs blaring out of big speakers. Even late at night, the Chinese aunties dance in big groups and spend time together. Anyone who has spent some time in China will also have noticed the ubiquitous outdoor fitness parks where elderly men casually crank out pull-ups as if they’re competing in a world championship, staying fit with whatever equipment happens to be available. Furthermore, China’s “silver economy” providing products and services for the elderly is estimated at ~7 trillion yuan (~CHF 800 billion) as of 2023 and projected to reach ~30 trillion yuan (~CHF 3.4 trillion) by 2035. Such observations are in stark contrast to the Swiss landscape: Elderly are mostly seen running errands before they disappear back into their house or apartment. While some take to the mountains for hiking, everyday public life remains largely age-neutral, with older generations mostly out of sight. Beyond walking or hiking, it is uncommon to see elderly people dancing or exercising openly in public spaces. But why are the two cultures so different in how elderly find their space in society? The contrast isn’t accidental; it’s the result of history, urban design, social norms, and how each society understands aging itself. First, public space plays a very different role. In China, dense urban living and a long tradition of communal life mean that plazas, parks, and courtyards function as extensions of the home. Dancing, tai chi, or using outdoor fitness equipment is not seen as “performative” or unusual; it’s simply how one belongs to the community, and elderly people are encouraged to be part. In Switzerland, by contrast, private space is larger and more protected. Social life is more likely to move indoors or into organized clubs, and being loudly visible in public can feel intrusive rather than communal. Second, cultural attitudes toward collectivism versus privacy matter. Chinese society has deep collectivist roots. Group activities, especially among older generations, feel natural and comforting. Swiss culture places a much higher value on privacy, individual boundaries, and not “disturbing” others. Third, infrastructure and policy reinforce these norms. China has deliberately invested in free, accessible outdoor fitness parks and large plazas, especially since the 1990s. Switzerland invests heavily in nature access and healthcare, but far less in everyday, informal social infrastructure for the elderly. 

The Swiss Blueprint: A Case Study on XPENG's Calculated Entry into Europe

By Fiona Koh • January 5, 2026
While the Chinese electric vehicle (EV) giant BYD is often the focus of European market analysis, a new competitor has already quietly entered the continent. XPENG, a technology-driven EV manufacturer, has identified Europe as the centre piece for its long-term global growth. Since 2021, XPENG has pursued European expansion. Switzerland, despite its small population, has emerged as one of XPENG’s earliest and most strategically symbolic European markets. In this article I analyse XPENG’s European strategy through the specific lens of its Swiss market launch, leveraging corporate announcements, partnership disclosures, and industry analysis from 2024 to today. Moving beyond the rhetoric of “disruption,” I examine the practical, multidimensional drivers behind XPENGs expansion: Strategic Market Choice: Why Switzerland Became XPENG’s Most Recent Key Market XPENG’s Brand Strategy and Key Differentiators: Premium AI-driven EVs Supply Chain Considerations: Local Production in Austria, The Move That Changed Everything Swiss Go-To-Market Strategy: Distribution and Trust Future Considerations and Big Picture: XPENG’s European Future, Geopolitical Considerations 1. Strategic Market Choice: Why Switzerland Became XPENG’s Most Recent Key Market XPENG kicked off its European expansion in 2021, entering markets with established EV adoption, such as Norway, Sweden, the Netherlands, and Denmark. The company deepened its continental presence in 2024 by launching in the key automotive hubs of Germany, France, the UK, and Italy. Now, as of late 2025, XPENGs strategy focuses on rapid European market expansion to achieve comprehensive European coverage. A significant new market in this phase is Switzerland. Unlike the Nordic nations, which are recognised leaders in EV adoption, Switzerland has a different market profile, characterised by high purchasing power but more moderate EV penetration (see Graph 1). This raises a key strategic question: why would XPENG prioritise Switzerland as an early and important market? Switzerland is a small country and not an EV-heaven like the Nordics (see Graph 1). So what makes Switzerland a strategic choice for XPENG? My analysis suggests three primary factors that make Switzerland a strategically attractive entry point for XPENG: High EV Adoption Rate: Switzerland is a logical next step in XPENG’s market expansion. As shown in Graph 1, the country has one of the highest electric vehicle adoption rates in Europe, following closely behind the Nordic markets where XPENG first established its European presence. By entering Switzerland, the company directly targets a large customer base that is already familiar with and receptive to electric mobility, reducing the need for extensive consumer education on EV technology. Absence of a Domestic Auto Industry: Switzerland lacks a significant domestic car manufacturing sector compared to Germany or France, where XPENG is already active. Consequently, XPENG enters a market largely free from the protective industrial policies or legislative measures often designed to shield local automakers from international competition. This creates a more open and less politically complex competitive landscape. Strong Purchasing Power and Premium Market Affinity: The Swiss market aligns well with XPENG’s premium positioning. Data indicates that Swiss consumers are accustomed to new car prices in the range of CHF 60,000 and above, which corresponds directly with XPENG’s pricing strategy. Furthermore, the market exhibits a strong and sustained preference for premium automotive brands, with BMW, Audi, and Mercedes-Benz consistently holding large market shares. This consumer behaviour toward high-value vehicles provides a favourable environment for XPENG to position itself as a technology-focused alternative within the premium segment.

The China Edition #4: On’s Success in China: From Wholesale to Community-Centered Retail

By Amy Weng • April 21, 2025
When On entered the Chinese market in 2018, it followed a traditional B2B wholesale model, focusing on wholesale distribution. By 2021, the brand started shifting toward direct-to-consumer (D2C) retail , preparing for standalone stores. Then, COVID-19 disrupted expansion plans, delaying progress until 2023, when On was finally able to accelerate its retail growth. How did a Swiss sports brand establish itself in China so quickly and compete with industry giants like Nike and Adidas? Instead of relying solely on product sales, On built a running culture. The brand positioned itself around community, performance, and innovation, creating a lifestyle-driven experience while maintaining its strong athletic identity. 2024: A Year of Expansion & Engagement Last year, On introduced a series of campaigns and retail activations that reinforced its presence in China: March – "Dream" campaign launch with a focus on music June – Collaboration with Loewe, combining innovation and fashion August – Opened new stores in Hong Kong, Wuhan, and Nanjing December – Launch of Cloudboom Strike LS, a high-performance running shoe for marathoners Shanghai Running Community Store: A Minimalist Hub for Runners At its West Bund flagship store , On took a different approach to retail. Rather than creating a traditional shopping experience, the store was designed as a community hub for runners . The space feels more like a gathering point for athletes than a commercial store. One of the store’s key activations was the exclusive Cloudboom Strike LS shoe release , limited to 48 pairs . These shoes were given to athletes, with a few left in-store for runners to test. This initiative strengthened On’s connection with dedicated runners and reinforced its reputation as a brand built for performance. How On Activated the Community at West Bund: Influencer & PR Strategy – Sports media and dedicated athletes took center stage instead of traditional KOL-heavy promotions. Cloudboom Strike LS Shoe Activation – Professional runners engaged directly with the product. Panel Discussions with Athletes – Conversations around running performance and innovation. Community Spaces & Benefits : 10 running groups with over 200 participants Changing rooms & free shoe rentals for trial runs Pet-friendly facilities for runners with dogs By focusing on engagement rather than direct sales, On built strong connections with the running community, strengthening brand loyalty and authenticity. What's Next? On is expanding its community-driven approach with: More localized running events & meetups More experiential store openings designed for interaction Expansion beyond running into sports like tennis Shanghai Spring Pop-Up – An activation promoting CloudTec Phase® technology through immersive design. On’s strategy in China goes beyond retail, turning stores into spaces where runners can meet, test products, and connect with the brand. At Think East, we keep you updated on the strategies brands use to succeed in China’s dynamic market. If you’re a new brand looking to enter the Chinese market or refine your approach, reach out to us. We’re here to help you craft a strategy that works for your goals. Stay tuned for our next post, and connect with us on LinkedIn or via email—we’d love to hear your thoughts and questions. See you next time!