Korean eyewear brand Gentle Monster has opened its first flagship boutique in Australia.

Located at Melbourne’s Chadstone Shopping Centre, the 250-square-meter boutique was designed in line with Gentle Monster’s reputation for crafting compelling visual narratives that immerse customers into the brand’s universe.

Notably, the Melbourne flagship showcases the ‘Giant Head Kinetic Object’ installation, as a defining store feature.

This new flagship store is a continuation of the partnership between Bluebell Group, Asia’s leading omnichannel brand operator and distributor, and Gentle Monster, which began in 2022 with the opening of the brand’s first travel retail boutique at Sydney International Airport in November. 

In October 2023, a second location launched as a shop-in-shop in Sydney’s David Jones department store, further expanding the brand’s presence in Australia.

“I am so proud of the opening of the Gentle Monster flagship boutique in Melbourne, which is the result of tremendous teamwork between the Gentle Monster and Bluebell,” said Nelly Ngadiman, managing director, Bluebell South East Asia & Australia. 

“Our partnership with Gentle Monster is going from strength to strength, and we are honoured for the trust the brand has placed with us. Gentle Monster represents innovation and disruption in the fashion eyewear category, that we are confident the Australian consumer will embrace.”