Gentle Monster Middle East opens its first flagship store in Dubai mall

Dubai, UAE: South Korean eyewear brand Gentle Monster has joined forces with Mizzen to form a joint venture and launch Gentle Monster in the Middle East.

The South Korean brand was established in 2011 under the philosophy of high-end experimentation. The brands unconventional and multi-sensorial experiences are sure to blur the boundaries between art and retail spaces and the refusal to be recognized as simply an eyewear brand is spoken in every frame, project, and store. Gentle Monster explores the space between playfulness and elegance, delicacy and destruction, past and future.

“We are excited to launch Gentle Monster in the Middle East in partnership with Mizzen. The flagship store in Dubai Mall showcases our unique brand identity and we look forward to providing our consumers with a one of a kind retail experience in the region.” says, Jae Lee, Global Project Development, Gentle Monster

Gentle Monster Middle East’s brand ethos is designed to inject excitement and wonder across product, space, styling, campaign and service through experimentation. The partnership is expected to introduce a new era of eyewear and retail experience to the region with the opening of the brand’s first flagship store in The Dubai Mall where clients will have access to cutting-edge and truly unique eyewear.

“Gentle Monster is unpredictable and unique and a brand that takes the brick and mortar experience to a whole new level with its one of a kind curated experience. As a leading Korean brand in the eyewear category, Gentle Monster’s move to this region comes at an opportune time where clients are looking for a curated retail experience. We are thrilled to be able to launch Gentle Monster in the Middle East in partnership with Mizzen” says, Seamus Clune, General Manager, Mizzen.

Dubai Exclusive Sunglasses

To celebrate the launch of the first boutique in the region in The Dubai Mall, Gentle Monster has reinterpreted the Chameleon; one of the most popular silhouettes in its 2019 collection in the colours of the UAE. This exclusive model also comes with a special packaging and will only be available at the Dubai flagship store. 

The Space

In 2019, Gentle Monster is creating retail spaces based on an original story called ‘13’. It is inspired by the imagination about the Earth’s near future where the axis of the moon is tilted and creates an extreme ecological shift on our planet, forcing human civilization to adapt to various changes. 

The Dubai flagship store portrays a hopeful future agricultural society on the part of the Earth which became prosperous with an addition of the 13^th month. The store offers experiences for a diverse range of reflections on future farms and agricultural robots controlled by human in a fertile environment. At the entrance, a striking kinetic installation depicts the imagination of highly advanced robots operated by human for farm work.  Throughout the space, imaginative wild plants are placed a result of the environmental shift. A herd of sheep is feeding on the rich land, which symbolizes hope and positivity that comes after unexpected change. All installations and objects are carefully designed and planned by Gentle Monster’s own designers and clients are encouraged to enjoy the unique space and make the most of the experience.

-Ends-

GENTLE MONSTER

South Korean eyewear brand Gentle Monster established itself in 2011 under the philosophy of high-end experimentation. With focuses on product, space, styling, campaign, and service, Gentle Monster aims to deliver a radically new and innovative eye for design. These principles are addressed in not only the design of their sunglasses, but also in the design of their retail spaces and creative projects. Their refusal to be recognized as simply an eyewear brand is spoken in every frame, project, and store.

The rapid growth in Gentle Monster’s popularity has led the brand to be regarded as a major creative force. Each pair of sunglasses embodies a duality of being. Seeking to satisfy this duality found in every person and in everything, Gentle Monster attempts to uncover a place in between playfulness and elegance, delicacy and destruction, past and future

MIZZEN

Founded in 2017, Mizzen is the reflection of the Seddiqi Holding mandate to diversify its range of brands and products beyond the core of its luxury watch & jewellery business. It was launched as a testament to the group’s expansion plans and is already proving to be an important driver of growth. Mizzen is a fully owned subsidiary concentrating on luxury consumer focus brands and product diversification.

Mizzen aims to seek out potential partnerships with retail chains, e-commerce platforms and franchises that specialize in fashion, beauty, accessories, and wellness. The newcomer is committed to further expanding its portfolio with luxury brands that are innovative, disruptive and provide unique customer experiences across all business channels.

Mizzen’s senior management team, Christophe Nicaise, Chief Strategy & Business Development Officer, Seddiqi Holding and Seamus Clune, General Manager, work closely to develop this dynamic business division. The team comprises of individuals who bring extensive knowledge gained by working with some of the major brand names in the retail industry.

The company’s current portfolio comprises AESOP, a luxury skincare brand with exclusive omni channel distribution rights for UAE and Orlebar Brown, a designer men’s swimwear brand with exclusive omni channel distribution rights throughout the region. 

Gentle Monster Middle East Flagship Store:

• Location - The Dubai Mall, First floor
• Opening Hours – 10am to 12am

© Press Release 2019