Meet Hankook Kim
Reimagining the boundaries of eyewear and retail, Hankook Kim is an architect of immersive experiences. As the mastermind behind Gentle Monster, he has transformed shopping into an artistic journey where fashion, technology and storytelling intertwine.
Hankook Kim: The visionary behind Gentle Monster’s avant-garde universe
In the world of eyewear, where tradition often dictates form and function, one name stands out as a disruptor: Hankook Kim. As the founder and creative mind behind Gentle Monster, Kim has not only redefined the perception of eyewear, but also challenged the very nature of retail spaces. His approach is not just about selling products, it is about creating experiences, telling stories, and immersing visitors in a universe where art, fashion, and technology seamlessly converge.
A journey of unconventional beginnings
Before becoming an industry pioneer, Hankook Kim’s career was far removed from the world of design and fashion. Initially running English language education camps for children in South Korea, his transition into eyewear may seem unexpected. But Kim’s strength has always been his ability to see beyond the obvious, to challenge convention and create something entirely new.
The creation of Gentle Monster in 2011 was driven by both necessity and vision. Kim identified a glaring gap in the eyewear industry: frames were traditionally designed for Western facial structures, often overlooking the needs of Asian consumers. Rather than simply adapting existing styles, he saw an opportunity to revolutionise the category by combining bold aesthetics with functional design.
Challenging norms, creating art
What sets Hankook Kim apart is his belief that retail should be more than a transactional experience. For him, walking into a Gentle Monster store should feel like entering an art installation – an immersive, thought-provoking space that transcends traditional commerce. Kim once said:
"Eyewear has never been just about vision correction or fashion, it is about expression, about creating an emotional response. I wanted our stores to feel alive, constantly evolving, like a living museum of creativity."
Under his leadership, Gentle Monster has turned retail into an art form. Each flagship store is an experiential journey where kinetic sculptures, robotic installations and surreal landscapes create an environment that inspires curiosity and wonder. From the dystopian robot landscapes of Beijing to the kinetic movements of New York, each location offers a unique narrative that reinforces the brand’s identity as a boundary-pushing force.
The Story of Haus Dosan by Gentle Monster
In the eyewear industry, where innovation often remains within the confines of functionality, Gentle Monster has emerged as a disruptor, reshaping not just the aesthetics of eyewear but also the very concept of retail spaces. Founded in 2011 in Seoul by Hankook Kim, the South Korean brand has moved beyond conventional retail, creating immersive environments that fuse art, technology, and fashion to craft an entirely new storytelling experience.
HAUS DOSAN: A new era of experiential retail
One of Kim’s most ambitious projects is HAUS DOSAN, a hybrid retail space in Seoul that captures the essence of his vision. More than just a store, HAUS DOSAN is a creative ecosystem, integrating Gentle Monster with its sibling brands, avant-garde beauty label Tamburins and conceptual dessert brand Nudake.
“The idea was never just to sell products. We wanted to build an emotional connection, to create spaces that leave lasting impressions. HAUS DOSAN is not just about shopping—it’s about experiencing something unexpected, something surreal.”
Each floor of HAUS DOSAN unfolds like a meticulously curated exhibition. From Frederik Heyman’s digital sculptures welcoming visitors at the entrance to Jonas Lindstroem’s rhythmic media installation in the optical eyewear department, every detail is designed to engage and inspire. The beauty of HAUS DOSAN lies in its ability to blur the lines between retail, art, and performance, setting a new standard for experiential spaces worldwide.
The future of retail: Beyond transactions
Hankook Kim’s philosophy is clear: retail should provoke thought, evoke emotion, and challenge expectations. In an era where e-commerce dominates, he dares to bet on physical spaces, proving that when retail is elevated to an art form, it remains not only relevant but also essential.
As Gentle Monster expands globally, Kim remains steadfast in his commitment to innovation. His vision is not about chasing trends but about shaping them, constantly pushing the boundaries of what a brand can be.
“Retail should never be static. It should be alive, evolving, and, above all, meaningful.”
For those who step into a Gentle Monster store, the message is clear: this is not just about eyewear, it’s about a new way of seeing the world. And at the centre of it all is Hankook Kim, the mastermind who dares to dream beyond convention.
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