Gentle Monster 2090 is a conceptual campaign in response to the growing traction in the smart glasses market. The unique Korean eyewear brand that has revolutionized the eyewear industry by focusing on a 360-degree experience that uses experimentation and a different approach to retail in order to attract customers from all over the world.

Its sleek, ultramodern frames together with its experimental, gallery-like stores consistently push the boundaries of conceptual design and teleports customers into an alternate universe.

Having already collaborated with Huawei in its first-generation smart glasses, the campaign envisions the next step in the brand’s smart line of products, with a built-in HUD system.

CAMPAIGN BRANDING

The campaign branding incorporated Gentle Monster's classic monochromatic black and white colour palette, with an eye-catching tone of red serving as the accent colour. The typography mixes the simplicity of Inter for paragraph text, and New Academy for a futuristic heading text.

PRODUCT SELECTION INTERFACE

The Product Selection page envisions an interface where customers can learn about the product's details and navigate through colour-way options. This interface would be present both on the brand's website, as well as in-store as a unique feature where customers can mix the physical and digital for a unique browsing experience.

DIGITAL BILLBOARD

For the campaign advertising, a striking billboard was designed to communicate the product's story and HUD elements. Text and Logo placements were kept consistent with other Gentle Monster campaigns.

HUD INTERFACE DESIGN

The HUD elements were designed to coincide with Gentle Monsters' experimental and 'other-worldly' branding. The interface elements are speculative in nature and depict a more scientific functionality as opposed to more generic applications widely seen in other HUD and AR concepts, solidifying the campaign's storytelling.

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