Gentle Monster opens its new flagship location at South Coast Plaza in Costa Mesa, CA. The store is themed as ‘The Evolution’—a refreshing take that pushes back on the traditional retail experience. The eyewear brand establishes a surreal environment with rotating kinetic structures, video and art sculptures, as well as the brand’s most popular designs. The store concept is a blend of the animated and digital realms, and the art and fashion worlds, which are often closely linked. Each of the brand’s store locations takes on a new theme and identity: their South Korea store as ‘Self Similarity’ inspired by the mathematic theory; the Taiwan location centered around the changing environment with honeybee populations quickly declining.

This year sees numerous major projects for the ever-experimental Gentle Monster, from collaborations with Moncler to partnerships with K-Pop star Jennie from BLACKPINK. Visit the new Gentle Monster location at 3333 Bristol Street, Costa Mesa.