Gentle Monster's Approach and Strategy for Innovative Commercial Retail using Interactive Installation Art

Jiang Yaping; Muhammad Zaffwan Idris

doi:10.21834/e-bpj.v10iSI36.7555

Authors

Jiang Yaping Department of Art and Design, Faculty of Art, Computing and Industry Creative,Universiti Pendidikan Sultan Idris, Tanjong Malim, Perak, Malaysia; Jiangxi College of Construction, Nanchang, Jiangxi Province, China
Muhammad Zaffwan Idris Department of Art and Design, Faculty of Art, Computing and Industry Creative,Universiti Pendidikan Sultan Idris, Tanjong Malim, Perak, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI36.7555

Keywords:

Interactive installation art, Store Design, Customer experience, New retail

Abstract

At present, the rapid development of online retail has brought huge business pressure to offline physical retail. Under this background, major companies are seeking new marketing breakthroughs. For example, with the help of innovative technology, through art cross-border, thinking innovation and other ways, to create customers' favorite immersive new retail experience space. The combination of art and technology allows consumers to experience the product and enjoy personalized, interactive shopping fun, greatly enhancing brand charm. This paper analyzes Gentle Monster's offline retail marketing strategy through installation art and spatial atmosphere cases, providing marketing ideas for similar Chinese stores.

References

Batat, W. (2023). The pursuit of luxury or luxuries? A framework of the past, present, and future of luxury research. Consumption Markets & Culture, 26(2), 103-116. DOI: https://doi.org/10.1080/10253866.2023.2185233

Brand’s Overview. (n.d.). Gentle Monster. Retrieved from https://www.pmdaniu.com/storages/112750/ce91b14e128900e055c6d4ae3fd960bd-80660/1241ZgVWCP9D.pdf

Callan, M. (2021, February 18). Gentle Monster: The innovative merger of art and retail. Davidson Branding. Retrieved from https://davidsonbranding.com.au/gentle-monster-the-innovative-merger-of-art-and-retail/

Daxue_Writing. (2024, April 12). Gentle Monster goes global with creative luxury experimentation. Daxue Consulting - Market Research and Consulting China. Retrieved from https://daxueconsulting.com/gentle-monster/

Design4Retail. (2020, June 25). Why luxury brands need brick-and-mortar stores. Design4Retail. Retrieved from https://www.design4retail.co.uk/thought/why-luxury-brands-need-brick-and-mortar-stores/

Pfeiffer, J. (2023). From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping. NIM Marketing Intelligence Review, 15(2), 10-17. DOI: https://doi.org/10.2478/nimmir-2023-0011

Stratten, J. (2018, November 8).Inside the magical retail design world of Gentle Monster - Insider Trends. Insider Trends. https://www.insider-trends.com/inside-the-magical-retail-design-world-of-gentle-monster/

Tiwari, A. (2023). E-Commerce revolution: Exploring the impact of online shopping on traditional retail. International Journal for Research in Applied Science and Engineering Technology, 11(11), 2221-2226. DOI: https://doi.org/10.22214/ijraset.2023.56923

Wang, T. (2023). Research on the impact of e-Commerce on offline retail industry. Frontiers in Business, Economics and Management, 10(1), 169-173. doi:10.54097/fbem.v10i1.10237 DOI: https://doi.org/10.54097/fbem.v10i1.10237

kr. (2024). Behind the GM sunglasses brush is a big $6 billion business—36Kr. https://www.36kr.com/p/2654645730655368

Boustani, G., & Zielinski, H. (2023). How does a fashion brand’s customer experience translate in Premium & Luxury retail formats? A parisian retail market outlook. Journal of Business and Retail Management Research, Volume 17(Issue 02). https://jbrmr.com/details&cid=585 DOI: https://doi.org/10.24052/JBRMR/V17IS02/ART-03

Guo, jia. (2023). A Brief Discussion on the Application of Installation Art in Commercial Exhibition Design—China National Knowledge Infrastructure.https://kns.cnki.net/kcms2/article/abstract?v=RNPVX4KY7gvIvpMLwmy0dgiz543sdmnzPPDIgFHk81vD8UWRVuKwTMGyu0HLvuoeqJ4U8gmMZ7L1U0HvYHCS9V8R1b7GQ_ZHFFe_36psoWCefJ8OotSSp5mBCVjJbYzGYO1L60d4FZ6ZvyqBRv1cSZfWC8MAClYyyuzAI1e_T4c_Ql32AXKHQ==&uniplatform=NZKPT&language=CHS

HE, C. (2024). Unveiling gentle monster’s transmedia strategies: Engaging Generation Z consumers. https://www.politesi.polimi.it/handle/10589/227065

Qi, Y., & Zhang, S. (2024). Research on the Characteristics of Immersive Installation Art from the Perspective of Digital Media. Frontiers in Art Research, 6(9). https://doi.org/10.25236/FAR.2024.060902 DOI: https://doi.org/10.25236/FAR.2024.060902

Qing, zhengyu. (2025). Research on Experiential Commercial Space Design Based on Dynamic Installation Art—China National Knowledge Infrastructure.https://kns.cnki.net/kcms2/article/abstract?v=RNPVX4KY7haMTrYdFpJltkkPjOp4HUaaBwPxuOwl7PaA_WWxUUqDdjPBg_QNvSVhYuB62pIm4aPBNq-kIiPzm-Sft_vMpTtQiyibHvdjZkgqCCLAA5MroK-HERSrMJlIAC5lhDa5izM-xktEwV6AJ4keoz5js1CETV5L6cM6wkfrC-xlFarzz6LXxeb4G4A8qIMLPjgVmI=&uniplatform=NZKPT

Sun, H. (2024). The role of experiential marketing in shaping brand identity within the fashion industry: A case study of Gentle Monster. SHS Web of Conferences, 199, 03003. https://doi.org/10.1051/shsconf/202419903003 DOI: https://doi.org/10.1051/shsconf/202419903003