Joaquin Phoenix, who appears in campaign video, among celebrities in attendance; pop-up opens to public Friday

Actor Joaquin Phoenix, who participated in the campaign video for Gentle Monster's Intelligent Eyewear collection, poses wearing the product at a private launch event held on Tuesday (local time) on Wall Street in New York. [Gentle Monster]
Actor Joaquin Phoenix, who participated in the campaign video for Gentle Monster's Intelligent Eyewear collection, poses wearing the product at a private launch event held on Tuesday (local time) on Wall Street in New York. [Gentle Monster]

Gentle Monster said it held a private event in New York on Tuesday (local time) for global celebrities and cultural figures ahead of the launch of its Intelligent Eyewear collection.

The event, held on Wall Street, was attended by actor Joaquin Phoenix, who appeared in the Intelligent Eyewear campaign, along with Alex Consani and Anok Yai. Fashion, film, music and cultural figures including Amelia Gray, Paloma Elsesser, Charles Melton and Bright also attended.

Gentle Monster also unveiled a pop-up at the event to showcase the Intelligent Eyewear collection. The space was designed as a surrealist environment that blurs the line between reality and the imaginary, filled with dreamlike floating face sculptures, a Blue Monster, and horse and dancer objects created in collaboration with French artist Jean-Jacques Balzac.

The brand said the immersive space — blending art, fashion and technology — was intended to present Gentle Monster's signature experimental aesthetic and offer a fresh perspective on intelligent eyewear.

The pop-up, where visitors can experience the features of the Intelligent Eyewear collection, opens to the general public Friday through Nov. 23. Reservations filled up quickly after the booking page opened Nov. 6, demonstrating strong public interest.

Gentle Monster earlier released a teaser video for the Intelligent Eyewear campaign, produced with actor Joaquin Phoenix and film director Jonathan Glazer. The video uses surrealist storytelling and cinematic direction to convey the brand's vision of a new relationship between technology and humanity.


spa@heraldcorp.com