Gentle Monster Launches First US Flagship Store in SoHo New York

Feb 16, 2016 Mark

Press Release ( - New York - Feb 16, 2016 - Founded in Seoul, Korea in 2011, Gentle Monster is the fastest growing eyewear and sunglass brand in Asia, now a global business with extensive wordlwide distribution. The designer eyewear brand distinguishes itself with their ‘insane creativity’ and philosphy of ‘high-end experimentation’, stemming from the brand’s core focuses: product, space, styling, culture redesign, and technology. 

“New York City has been Gentle monster’s key flagship destination since the beginning. It is a city enriched with diverse cultures, creating a dynamic atmosphere for art and fashion to coexist harmoniously. Rafael de Cárdenas was brought in as a perfect collaborator to design the New York flagship. In our eyes, he is well gifted in executing a high-end retail space with a pure comprehension of art that fits with our brand and the energy of New York.”

Taye Yun, VP. Communications Director, Gentle Monster USA

Gentle Monster has five flagship stores in Korea, which act as a platform to celebrate the brand’s innovative approach to marketing. These flagships act as gallery spaces where the brand collaborates with artists, inviting the public to come and interact with the brand in a unique and experiential way. on Feb. 11, 2016, Gentle Monster opened its first US flagship store, designed by Rafael de Cárdenas of Architecture at Large at 79 Grand street, in New York’s iconic Soho neighborhood. The store will be used as a platform for creative endeavors with the spirit of discovery and experimentation that can be found in Seoul, embracing art, architecture, design, and experimentation. 

RDC/AAL’s design for Gentle Monster’s flagship store in SoHo signals the entry of the avant-garde eyewear brand in the US with perpetually reflected geometries and the atypical application and detailing of traditional materials such as wood, metal, and mirror. The ‘monster home’ incorporates interactive displays and a gallery providing digital and analog platforms for experimentation with content and collaboration with local artists. 

Gentle Monster collaborated with several notable US designer brands on their Spring 2016 runway shows, creating exclusive collections for Opening Ceremony, Tome, and Hood by Air. In addition to it’s flagship store, Gentle monster eyewear can be found at Nordstrom, Harvey Nichols, and direct on 

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Business Info :
Gentle Monster
79 Grand Street
New York, NY 10013
Phone: (646) 928-1694


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