by Stephen Garner
Gentle Monster’s San Jose store

Gentle Monster, the South Korean luxury eyewear brand, will open its first New Jersey boutique as a flagship store at The Avenue at American Dream, expanding the curated collection of fashion available at the luxury shopping and dining destination.

Since its founding in 2011, Gentle Monster embraces an experimental and boundary-pushing design philosophy. The brand’s eyewear categories encompass a wide range of unique products that combine its design philosophy with daily wearable products detailed with fine craftsmanship. This approach is expanded through high-profile collaborations with brands and artists such as Fendi, Ambush, Marine Serre, Alexander Wang, Jennie, Diplo, Kris Wu, Tilda Swinton, and, most recently, Heron Preston.

Gentle Monster’s daring nature extends to its retail stores, pushing beyond a mere eyeglass store. Like its 22 other global locations, Gentle Monster will bring its rendition of the future retail landscape to its American Dream flagship.

“We’re excited to open our new flagship at American Dream, the curated environment is a perfect fit for Gentle Monster as our brand has always been fixated on creating a memorable and unique experience for our customers,” said Michael Lee, managing director of Gentle Monster. “We really appreciate the American Dream team for all the support they have shown us, but mostly because of a genuine sense of shared vision on what retail should look and feel like in the future. We are very excited to be building here, and are confident we will bring an experience that illustrates our shared devotion for being the disruptors of retail.”

“Gentle Monster’s cutting-edge design and future-thinking approach epitomize where luxury shopping is going,” added Don Ghermezian, CEO of American Dream. “It’s the perfect addition to The Avenue’s retail portfolio, and we could not be more thrilled to have Gentle Monster join us.”

The Avenue – American Dream’s luxury retail and dining experience – will make its debut on September 17th. Saks Fifth Avenue will lead the retail portfolio, which also features boutiques from fashion houses such as Hermès, Saint Laurent, Dolce & Gabbana, and Mulberry. Gentle Monster will join The Avenue at American Dream in the coming months.