An Exploration of Interactive Characteristics in the Commercial Application of Installation Art: A Case Study of Gentle Monster's Physical Retail Outlets in China

Abstract

The development of installation art currently exhibits diverse transformations. As public aesthetic sensibilities continue to evolve, interactive installations hold a distinct advantage over other forms through their heightened engagement potential. The convergence of art and commerce has increasingly facilitated seamless connections between audiences and brands. The South Korean fashion brand Gentle Monster exemplifies this trend. This paper examines how the brand leverages marketing narratives, design storytelling, artist collaborations, and intellectual property to forge cross-sector partnerships. By analysing the specific methodologies employed in its physical exhibitions, it explores the triadic relationship between installation art, audiences, and brands. Through summarising audience engagement during on-site interactions, it investigates the unique characteristics of interactive installation art within brand retail contexts. This innovative art-marketing model is poised to become a significant opportunity for brands to redefine their intrinsic values and pioneer fresh approaches to commercial marketing.