Gentle Monster opens one of Paris's most instagrammable stores

South Korean eyewear brand Gentle Monster is taking a major step in its expansion with the opening of its first European flagship in Paris. The trendy and touristy Marais district has been chosen to host this first French location, which opens on today.

Conceptual space and robotic installations

Gentle Monster is known for its innovative retail concepts, bordering on art installations. This new flagship is no exception. Located at 132 rue Vieille du Temple, the store features the Giant Head Kinetic Object, described by the brand as a “striking installation that reflects the brand's unique philosophy and its fascination with the inner workings of the human mind.”

The structure was designed in-house by the Gentle Monster robotics lab and consists of three faces. In the centre, one face gently closes its eyes and shakes its head, while a second, larger face and another, smaller one move fluidly around it. “With its gently blinking eyelids and subtly moving pupils, the work captures the complexity of cognition, emotion and human connection,” reads the press release.

Another notable element, the “Star” object on the first floor, interacts with natural light. It projects a glow reminiscent of the morning sun and contributes to a “poetic journey of introspection” retail experience.

The Paris opening signals Gentle Monster's intention to strengthen its position in the European market. By selecting the Marais, a historic and dynamic district, the brand places itself in a prestigious environment often chosen by foreign brands arriving in Paris.

The brand's recent news also includes Google's investment. Last June, the web giant announced the acquisition of a 4 percent stake in Gentle Monster. The deal, valued at approximately 107.3 million euros, will lead to the creation of smart glasses. This reinforces the innovator status the brand has cultivated since its creation in 2011.