Gentle Monster Creates Horror Escape Game for Fall 2025 Line

By Danial Martinus • 11 Nov 2025 in Games

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Gentle Monster is no stranger to the theatrical. In fact, the brand has thrived on it. But the brand has taken things a step further with THE ROOM, released alongside their Fall 2025 campaign, THE HUNT.

The game turns the simple act of browsing eyewear into something far moodier, strange, and a little unsettling. But it’s also definitely more fun.

Part escape room, part creepy house of horrors

Instead of watching a campaign video and then calling it a day, players are dropped into a dim, unsettling array of rooms, each one begging to be poked, prodded, and decoded.

The lighting is nightmare-inducing, the sound design creeps under your skin, and the pacing has that kind of cinematic tension that just makes you want to get the hell out of there.

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The goal of THE ROOM is to piece together the different clues you come across as you explore the different rooms. The stakes are high since you’ve got to race against the clock before it’s game over.

Each time you crack a challenge, the game rewards you with a new environment to explore or a new character to interact with. And if you’re eagle-eyed, visual motifs from the Fall 2025 collection pop up everywhere. Some are in plain sight, others require a little more puzzle solving.

Not as deep of a game as some might like, but it’s just marketing, after all

At the end of the day, this is all just marketing, of course. But it doesn’t really feel like it.

The unique format transforms the campaign from something you passively scroll through into a world you actively inhabit. It’s definitely a clever move to encourage you to linger a little longer, as opposed to moving on to the next distraction of the day.

The game builds directly on THE HUNT, the brand’s larger horror-themed Fall 2025 campaign fronted by Hunter Schafer and directed by Nadia Lee Cohen. It’s essentially the same universe, just playable.

However, we do have to mention one possible ethical concern: independent artists are calling the brand out for allegedly using AI to make the game. To the untrained eye (like this writer’s own), the game just features regular-looking pixel art. It looks retro with a bit of modern flair.

Some have pointed out that no artist or game developer was credited (at the time of writing), leading many to believe it was created entirely by AI.

One Instagram user (@cullanbruce) went on to explain some tell-tale signs, including the presence of haphazard pixel arrangements that vary in size, as well as fluid motion that “melts in ways that are not possible in traditional pixel art.”

Whether you believe it’s AI-generated or not, there’s no denying that the THE ROOM has gotten people talking. And for most brands, that’s probably more than enough.