Korean eyewear brand Gentle Monster has recently opened its first flagship store in Australia, located at Melbourne’s Chadstone Shopping Centre.
Spanning 250 square meters, the flagship store offers a distinctive space where art and design blend seamlessly, immersing visitors in the brand’s unique universe. The centerpiece of the store, the “Giant Head Kinetic Object” installation, moves randomly as if alive, changing its expressions and blinking to symbolize inner exploration and human emotions. The three enormous faces, depicted deep in thought, offer an innovative aesthetic experience that epitomizes Gentle Monster’s creative philosophy.
This new store opening was made possible through a strong partnership with Bluebell Group, a leading distributor of luxury brands. In 2022, Gentle Monster launched a travel retail boutique at Sydney International Airport, followed by a shop-in-shop at Sydney’s David Jones department store in 2023. The Melbourne flagship store marks a significant step in expanding the brand’s presence across Australia.
Nelly Ngadiman, Managing Director of Bluebell Southeast Asia & Australia, expressed pride in the new store opening and emphasized that the strong partnership between Bluebell and Gentle Monster has been crucial to their shared success in establishing the brand in the Australian market.