Transforming Retail with Art: The Gentle Monster Experience

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!

Why Xiaohongshu (RED) Should Be Part of Your Digital Strategy

By looka_production_152122192 • January 20, 2025
Xiaohongshu (RED) has evolved from a China-based shopping guide into a global lifestyle hub with over 300 million monthly active users. RED has also become China's number one search engine app, and is gaining international attention recently, especially as “TikTok refugees” in the U.S. search for alternative platforms amidst TikTok’s uncertain future. For international brands and organizations, RED offers a powerful opportunity to establish credibility, visibility, and trust with a sophisticated audience. Why RED Matters for Everyone RED is a lifestyle-focused, user-driven platform where content and conversations shape public perception. This makes it invaluable for seeding awareness, whether for global institutions, luxury brands, or niche organizations entering the Chinese market. With its foundation in trust and user-driven content, RED positions organizations as leaders in their space. Here’s how institutions can leverage this unique platform for growth: Discovery : RED’s users actively seek fresh ideas, meaningful insights, and reliable recommendations. Whether exploring lifestyle trends, educational initiatives, or cultural content, users engage deeply with curated posts. Trust Through Content : Over 80% of posts are user-generated, creating an environment of authenticity. For institutions, this opens the door to connect with audiences by sharing real, relatable content that resonates with their values. A Gateway to China’s Urban Population : RED’s audience consists largely of female professionals and students in first- and second-tier cities, giving institutions access to influential and forward-thinking demographics. For example, a museum or cultural institution could use RED to showcase exclusive exhibitions, share behind-the-scenes content, or highlight global partnerships. This not only builds awareness but also sparks curiosity and fosters engagement with urban audiences interested in arts and culture. Why RED Is Essential for Brand and Institutional Growth RED provides a low-barrier entry point to build visibility in one of the world’s most competitive digital spaces. Its focus on authentic discovery and trust helps organizations gain traction with the right audiences. Seeding Awareness : RED allows organizations to position themselves as thought leaders or trusted entities. Whether through knowledge-sharing, success stories, or behind-the-scenes glimpses, it’s ideal for creating a lasting impression. Building Conversations : RED fosters meaningful interactions. Institutions can start discussions around shared values, research, or initiatives that align with the platform’s focus on thoughtful content. Leveraging Local Influence : RED’s ecosystem of influencers, including Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), amplifies visibility and credibility. Strategic partnerships with the right influencers can elevate messaging and build connections with targeted audiences effectively. Pro Tip : Many brands succeed by employing the KFS Strategy: a combination of Key Opinion Leaders (KOLs), Feeds, and Search Ads. This multi-pronged approach ensures visibility across key touchpoints. Advertising and Influencer Partnerships on RED RED’s advertising and influencer tools work best when integrated into a broader content strategy. Ads are not just about visibility but about positioning your institution or brand authentically within the platform’s ecosystem. In-Feed Native Ads : These ads appear seamlessly in users’ feeds, blending with organic content while carrying a “sponsored” tag. Institutions can use in-feed ads to promote educational content, events, or campaigns, aligning with the platform’s focus on meaningful interactions. Search Ads : By targeting specific keywords, these ads connect organizations with users actively seeking related content. Though they involve higher costs, they are highly effective for driving action and intent. Influencer Partnerships : RED’s 6,000+ KOLs and KOCs offer an array of collaboration opportunities. While micro-influencers charge between 2,000–5,000 RMB per post, top-tier KOLs can command hundreds of thousands of RMB or more per campaign, making influencer partnerships scalable to any budget or goal. RED’s Unique Role as a Seeding Platform Whether you’re a global brand or an institution promoting education, culture, or research, RED allows you to: Seed ideas and spark curiosity that lead to organic engagement. Build recognition and trust over time by prioritizing authenticity. Cultivate meaningful connections in China’s ever-evolving digital landscape. For example, a university could use RED to promote cultural exchange programs, showcase student testimonials, or highlight partnerships with Chinese academic institutions. This type of content resonates with RED’s audience, who value both inspiration and credibility. Final Thoughts RED is a space where any entity can amplify its visibility and credibility in China. By focusing on storytelling, authenticity, and community engagement, RED bridges the gap between global values and local aspirations, making it an invaluable tool for seeding awareness. 💡 At Think East, we specialize in strategy, account setup, and management of RED accounts for international institutions and brands. Interested in exploring RED for your institution or organization? Let’s build a tailored strategy to help you succeed. 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!

The China Edition #3: Weleda's Organic Journey in China

By looka_production_152122192 • December 4, 2024
When it comes to entering and staying in the Chinese market, few Swiss brands have navigated the landscape as thoughtfully as Weleda . A pioneer in organic skincare, Weleda first stepped into China two decades ago, long before "clean beauty" became a trend. The brand’s journey is a masterclass in adapting to evolving regulations, market trends, and consumer behavior while staying true to its core identity. 2 0 Years of Organic Presence Weleda initially found success in China with its baby care products - a category that is very popular with Chinese parents seeking safe, organic solutions for their infants. Offline stores stocked their products, and items like nappy creams quickly became household staples. However, 2015 marked a turning point. Stricter regulations in China requiring animal testing for product registration created barriers for international brands. Rather than retreating, Weleda pivoted. They leveraged cross-border e-commerce , an opportunity allowing products to be sold without animal testing, launching an online shop that would define the next chapter of their growth. A Strategic Shift to Cross-Border E-Commerce By 2016, Weleda’s nappy cream had become a big success, consistently ranking in the top three brands in the category , even against strong domestic competitors. Up until 2022, the brand’s reputation revolved around being a trusted provider of organic baby products. During this time, Weleda worked to encourage adult consumers to use organic skincare for themselves. Many Chinese adults perceived organic products as premium-priced and prioritized purchasing them for their children rather than for themselves. The pandemic marked a turning point, boosting awareness and interest in health and wellness products. This shift set the stage for Weleda to expand beyond baby care and build a foundation in organic beauty and cosmetics. Breaking Into the Beauty Category In 2021, Weleda launched its cosmetics line on Tmall Global , a crucial step into China’s competitive beauty market. They focused on body oils , tapping into an underserved niche. Products like Arnica Massage Oil and Birch Oil became wintertime favorites, particularly among women seeking relief from stress and muscle tension. By 2022, however, a seasonal challenge emerged: body oils saw limited demand during warmer months, as many Chinese consumers avoid oily products due to their skin type. Weleda adapted once again, promoting lightweight, high-performing alternatives like the Rosemary Hair Tonic . This product addressed widespread concerns such as hair loss and oil control , offering a watery texture that suited local preferences. The tonic resonated with stressed, image-conscious consumers, helping Weleda strengthen its position in the beauty category and expand its customer base to include male consumers and year-round buyers. Weleda's growth strategy in China offers a clear framework for success: Start with Cross-Border E-Commerce : Cross-border e-commerce offers an efficient, cost-effective entry point for international brands. Weleda’s consistent focus on this channel minimized risk while building a loyal customer base. Leverage Social Media for Seeding and E-Commerce : Platforms like RED are instrumental for educating Chinese consumers. Weleda seeded content featuring authentic reviews and product usage tips before moving to Douyin (TikTok) and WeChat for broader e-commerce campaigns. Focus on Core Products: Rather than launching a full product line, Weleda introduced one hero product at a time - nappy cream, body oils, and hair tonic - allowing them to build traction and loyalty organically. Collaborate Strategically : From working with KOLs to sponsoring events like the Montreux Jazz Festival in Suzhou or the Shanghai Fashion week, Weleda smartly balanced niche collaborations with broad market appeal. Sustainable Growth Over Hype: Unlike brands chasing instant fame, Weleda prioritized sustainable growth. With a medium-range price point, consistent product efficacy, and high customer retention, they’ve cultivated a loyal audience that champions the brand. Looking Ahead In 2024, Weleda continues to ride the wave of success. Revenue from the recent 11/11 shopping festival grew 15% year-over-year, a testament to the brand’s refined approach to e-commerce and social media marketing. Baby care remains the cornerstone of their business, but beauty products are rapidly gaining ground. As more Chinese consumers seek organic niche brands that align with their values, Weleda’s organic promise resonates deeply. Yet, challenges remain, from managing stock levels to competing with other international clean beauty brands. Still, Weleda’s 20-year journey in China proves that with patience, adaptability, and a sharp focus on consumer needs, brands can carve out a meaningful space in this complex market. 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!

The China Edition #2: FREITAG in Shanghai - Building a Circular Community in the Heart of Retail

By looka_production_152122192 • November 12, 2024
In a city known for its fast-paced, consumer-driven culture, FREITAG has chosen a different path. Known for its bags crafted from recycled truck tarps, the Swiss brand is reshaping the typical retail experience in Shanghai. FREITAG’s approach is rooted in a sustainable, community-focused strategy that doesn’t push for quick sales. Through its first direct store, which opened in early 2023 near Jing’an Temple and close to a residential area, FREITAG is creating a space and a community that think differently about what it means to shop, connect, and consume. A Space with Purpose FREITAG’s location, set in a former towel factory that later served as a hostel, blends heritage with innovation. The renovation preserved much of the building’s original structure, incorporating its high ceilings and industrial features into an open, welcoming space designed for discovery. Each floor has a specific purpose: a repair station on the ground level, where customers can bring their FREITAG bags from anywhere in the world to for repairs. A process that can take up to six weeks, reinforcing the brand’s commitment to sustainable fashion. The first and second floors showcase collections. An essential feature of the store’s design is its vertical storage system, which reflects FREITAG’s focus on transparency and functionality. Products are displayed visibly, giving the space a straightforward, industrial layout that aligns with FREITAG’s minimalist aesthetic and commitment to openness and authenticity. On the top floor, the open rooftop serves as a garden and a social / community space, perfect for workshops and events. It’s a place for community building as much as for shopping. Provide Access, Rather than Ownership Rather than relying on heavy promotional events, FREITAG organizes initiatives that invite their community to engage in meaningful, sustainable practices. For example, during the annual 11/11 shopping festival in China, the biggest shopping day globally, the brand takes a stand by closing its checkout counters, both online and in-store. Instead, FREITAG hosts a S.W.A.P. (Shopping Without Any Payment) event, where customers are encouraged to bring in their pre-loved FREITAG bags to exchange for others. This unique approach reinforces FREITAG’s commitment to “provide access, rather than ownership,” and allows people to experience “new” bags through a circular exchange rather than traditional buying. By shifting the focus from transaction to interaction, FREITAG’s S.W.A.P. event builds community around reuse and resourcefulness, offering a meaningful alternative to consumer culture. Engaging Through Art and Cultural Exchange Earlier this year, Swiss artists Emma Casella and Alix Arto, alongside Chinese designer Zhang Yihan, hosted an immersive workshop at the FREITAG Store that brought together traditional craftsmanship and modern industrial techniques. With support from Pro Helvetia and the Rong Design Library, this workshop wrapped up a three-month residency aimed at reimagining wool’s role in contemporary design. Participants learned about the ancient art of felting, a skill deeply rooted in both Swiss and Chinese heritage, and explored innovative ways to adapt it for today’s sustainable practices. On the store’s rooftop, attendees created a large felt artwork, transforming raw wool through collaborative effort. This collective project allowed participants to experience the energy of shared creation, underscoring how traditional materials and techniques can inspire new applications and connections in a modern context. Balancing purpose and profit FREITAG’s strategy focuses on creating a community and setting a new standard for conscious consumerism in China. By combining heritage, functionality, and a commitment to sustainability, FREITAG has built a retail experience that resonates with a young, purpose-driven audience, offering an alternative to China’s often consumption-focused market. However, finding the balance isn’t always easy. FREITAG’s approach challenges the norms by not prioritizing mass sales, yet it has found a way to succeed by connecting with the right customers: those who value impact. This thoughtful strategy reflects how a brand can stay true to its roots while adapting to new markets. With their Shanghai space, FREITAG invites people to think about their own footprint, using its platform to spark dialogue and inspire change. It’s a compelling example of how retail can be reimagined as a space for engagement and reflection, transforming what it means to be a brand in today’s world. At Think East, we keep you updated on brand strategies like FREITAG’s, showcasing how purpose-driven approaches are shaping retail in China. We’re here to help brands craft strategies that resonate with Chinese audiences, building genuine connections that go beyond transactions. 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!