Gentle Monster: Masterclass in Experiential Retail

C-Suite Notes: Gentle Monster is rewriting the global playbook for brand-building—blending bold design, immersive retail, and pop culture savvy into a brand universe that resonates deeply with Gen Z and Millennial consumers.

Image: 10 corso como

From Seoul to Milan: Global Retail as Cultural Theater

Seoul-born eyewear brand Gentle Monster, after breakout success in the U.S. and Asia, is now setting its sights firmly on Europe.

In March, the brand opened its second European location inside Milan’s iconic concept store 10 Corso Como. The space—equal parts boutique and art installation—has quickly become a shopping destination for Italy’s trendsetters and international tourists alike.

This move follows the impressive performance of Gentle Monster’s first European store in London, which opened in 2018 and is now nearing 10 billion KRW (approx. $7.2 million USD) in annual revenue. “Sales at our London location exceeded forecasts, which prompted us to open in Milan,” a company spokesperson shared. “The launch coincided with our collaboration with Maison Margiela, which generated global demand and sold out in many markets.”

Following the establishment of its Paris-based European headquarters in late 2024, the company is already scouting locations for a third store on the continent.

Imges: www.gentlemonster.com/

Design, Demand, and Desirability: Building a Brand for the MZ Generation

Gentle Monster’s growth story is driven as much by experience as by product. With prices ranging from $145 to $290, its eyewear offers an accessible alternative to traditional luxury—yet it’s the brand’s cultural relevance that makes it truly aspirational.

Early recognition came through celebrity endorsements, most notably BLACKPINK’s Jennie, and has been sustained through bold, experimental design and limited-edition collaborations. A standout example is the 2025 Pocket Collection, launched through pop-ups in Seoul, Los Angeles, Shanghai, and Bangkok. One star-shaped model, Milky Way, quickly went viral and sold out shortly after release.

Equally crucial is the brand’s disruptive approach to retail. Gentle Monster’s stores are designed as surreal, immersive experiences—featuring elements like full-size boats or kinetic face sculptures. These aren’t just stores; they’re content-rich, gallery-like spaces built for discovery, social sharing, and emotional impact.

The Future of Wearables (and the Brand Beyond Eyewear)

Now venturing into the wearable tech space, Gentle Monster was recently selected as the design partner for a smart glasses project by Google and Samsung, expected to launch later this year. These XR-based glasses will integrate features such as real-time translation, voice input, and smartphone syncing—signaling a bold move into functional fashion tech.

In addition to tech, the brand is expanding its lifestyle footprint. Gentle Monster launched a jewelry line in 2025 with pop-up activations across seven major cities. Its parent company, IICOMBINED, also operates the beauty brand Tamburins, dessert concept Nudake, and new headwear line ATiiSSU—positioning itself as a multi-sensory brand platform for design-conscious consumers.

As Gentle Monster continues to blur the boundaries between fashion, technology, and art, it offers a compelling case study in brand-building for the experience economy. This isn’t just eyewear—it’s a movement.

Takeaways for Brand Leaders:

• Retail is storytelling: Gentle Monster’s stores operate like experiential museums, redefining what physical retail can be.

• Culture builds currency: Strategic pop culture tie-ins and social-first design fuel global desirability.

• Design is the brand: From eyewear to spatial environments, a design-first ethos drives both coherence and emotional impact.