First Look: Gentle Monster flagship at American Dream merges art and retail
A South Korean luxury eyewear brand with a cult global following has opened its sixth U.S. store at one of the country’s largest centers.
Gentle Monster has debuted a 4,200-sq.-ft. location at American Dream, the massive three million-sq.-ft. retail and entertainment center in East Rutherford, N.J. It joins the brand’s five existing U.S. locations, which include South Coast Plaza, Costa Mesa, Calif.; San Jose Valley Fair, Santa Clara, Calif.; 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.
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Image courtesy of Gentle Monster. -
Image courtesy of Gentle Monster. -
Image courtesy of Gentle Monster. -
Image courtesy of Gentle Monster. -
Image courtesy of Gentle Monster. -
Image courtesy of Gentle Monster.
“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 colorful experience.”
The Gentle Monster store at American Dream is located in the center’s art-bedecked luxury wing, dubbed The Avenue, whose other tenants include Saks Fifth Avenue, Balenciaga, Hermes, Dolce & Gabbana, Canada Goose and more.
“We are thrilled to welcome another world-renowned brand, Gentle Monster, to The Avenue, enriching its unique atmosphere and experience,” said Bryan Gaus, senior VP and general manager of American Dream. “This store is a must-see, featuring eclectic art instillations and
their famous eyewear, celebrated for its innovative and fantasy-inspired designs.”
At 4,800 sq. ft., the Gentle Monster store in Houston, which opened in May 2023, is the brand’s largest U.S. location. It features a giant kinetic head installation with hyper-realistic blinking and subtle head movements. Another installation, called The Probe, is a walking mechanical creature.
American Dream, developed by Triple Five Group, is located in East Rutherford, N.J.
