Visiting Gentle Monster Sinsa flaghip store (젠틀몬스터 신사동 플래그십스토어) to check out their new installation has somewhat became a tradition for me every time I visited Garosugil (가로수길) after I haven’t been to the area for a while. Since they always change their interior almost every season, it almost feels like visiting a new store every time I stepped into their newest campaign. But at the same time, the place also gave me a sense of familiarity since the location, the layout of the building, and the products they are selling remained unchanged. Here’s what the current campaign is all about:

Gentle Monster kicks off the ‘13’ Campaign in Korea through a reimagined Sinsa Flagship named, ‘The Salvation Moon’, The new space tells a story of the world impacted and changed after the 13th Month, painting the stories of survival of different life forms. The Sinsa showroom illustrates an oriental hope-filled message behind the struggles and desperation of those whom worship and pray to the new moon for salvation.

— Gentle Monster website

The one thing that struck me the most when I stepped into the store was that the installations reminded me of Stranger Things for some reason. The combination of the outer space elements with creatures that resemble monsters, or aliens really, gave me a strong Stranger Things vibes, especially the flower-shaped-claw-machine like installation that opens and closes slowly on the second floor. It really reminded me of the head of the Demogorgon. Anybody else think so too or is it just me?