Korean eyewear brand Gentle Monster has launched its first flagship boutique in Australia.
Korean eyewear brand Gentle Monster has launched its first flagship boutique in Australia, located at Melbourne’s Chadstone Shopping Centre. The new 250-square-meter store is designed to immerse visitors in the brand’s unique, artistic universe, known for creating visually engaging experiences. A highlight of the store is the ‘Giant Head Kinetic Object’ installation, a key feature that reinforces Gentle Monster’s reputation for avant-garde design. Partnership with Bluebell Group This flagship opening continues Gentle Monster’s collaboration with Bluebell Group, Asia’s leading omnichannel brand distributor. Their partnership began in 2022 with the launch of a travel retail boutique at Sydney International Airport, followed by a shop-in-shop location in Sydney’s David Jones department store in 2023. The new Melbourne store marks a significant step in expanding the brand’s footprint across Australia. Bluebell’s commitment to growth Nelly Ngadiman, managing director of Bluebell South East Asia & Australia, expressed pride in the new opening, highlighting the strong partnership between Bluebell and Gentle Monster as key to their shared success in bringing the brand to the Australian market.
