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.
