Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
About half of Opening Ceremony's display windows on Howard Street are covered in blood right now — well, sort of. Korean eyewear brand Gentle Monster has red-washed a portion of the Soho boutique's entryway for its April pop-up here, featuring the latest shades from its ongoing OC collaboration and its own styles among a setting that evokes the brand's 2016 collection theme, "The Butcher" (hence the blood reference).
"We take our product displays very seriously," Kim told Racked via e-mail, which is why the display wall is wrapped in a red Saran-wrap-like plastic to the point of opacity, the floor is covered with a plush red carpet, and the window is blocked by thick red plastic blinders reminiscent of a car wash. Those blinders obscure to the public a display with circular mirrors that subtly twitch every few seconds.
"It was important to create a space that was appropriate for these dedicated glasses to be displayed on," Kim continued. "Also, who wouldn't want to make a powerful entrance at the most beloved retail spot in NYC?"
Opening Ceremony is just a five-minute walk from the very artsy Gentle Monster flagship store that opened in February, so customers who like what they're seeing here can head to 79 Grand Street for even more frame options.