South Korean luxury eyewear brand Gentle Monster has entered the Australian domestic market with its first store opened inside David Jones’ Elizabeth Street, Sydney site. 

Gentle Monster David Jones features the brand’s signature kinetic art installation ‘Giant Head’, allowing visitors to “experience mysterious emotions through its indecipherable facial expressions which seem to penetrate the essence of the viewer”. Overseeing all Gentle Monster’s operations in Australia, Bluebell Group plans to open a flagship store next July. 

“This first opening in Sydney’s domestic market is a significant milestone for both the brand and Bluebell,” said Nelly Ngadiman, MD of Bluebell Southeast Asia & Australia. “It is a recognition of a close successful partnership.

“The brand’s uniqueness and disruptive nature in the fashion eyewear category enhances our teams’ commitment to retail excellence even further.”

The launch is in partnership with retail brand operator Bluebell Group, following last year’s opening of Gentle Monster’s first travel retail airside space in the Southern Hemisphere at Sydney airport. 

Gentle Monster has recently expanded in Asia Pacific to further capitalise on the region’s growing luxury market. The eyewear brand opened its first store in the Philippines last month at Shangri-La The Fort in Bonifacio Global City, after entering Thailand with the first store opened in Bangkok’s EmQuartier earlier this year. The first Gentle Monster store in Malaysia is set to open at Kuala Lumpur’s luxury premise The Exchange TRX.