A South Korean luxury eyewear brand with a cult global following has opened its sixth US store at one of the country’s largest centres.
Gentle Monster has debuted a 4,200sq ft location at American Dream, the massive three million square feet retail and entertainment centre in East Rutherford, New Jersey. It joins the brand’s five existing US locations, which include South Coast Plaza, Costa Mesa, California; San Jose Valley Fair, Santa Clara, California; The Galleria, Houston; Los Angeles and New York City.
Founded in 2011, Gentle Monster is known for its avant-garde unisex frames, exclusive collaborations and innovative store interiors that, with their often surreal and futuristic design elements, resemble ultra-modern art spaces rather than traditional brick-and-mortar stores. The American Dream outpost is no exception. Among the art elements: a trio of very real-looking bison.
“The facade artwork and metal objects are contrasted with the fluid movements of the hyper-real bison, creating an unfamiliar scene,” stated American Dream in a release. “The installation and artwork encountered throughout the space with various flowing paths provide a dynamic and colourful experience.”
The Gentle Monster store at American Dream is located in the centre’s art-bedecked luxury wing, dubbed The Avenue, whose other tenants include Saks Fifth Avenue, Balenciaga, Hermes, Dolce & Gabbana, Canada Goose and more.
