The South Korean eyewear brand Gentle Monster released its 2024 line in optical glasses concurrently at its flagship stores in both Beijing and Seoul. To highlight the optical theme, the Beijing store at the trendy shopping area Sanlitun, is designed like a high school campus, decorated with lockers, bags, uniforms and other items associated with school.

Visitors register to get a card to enter the Gentle Monster School. The brand's website also provides e-cards to visitors who can explore the campus online.

Founded in 2011, Gentle Monster eyewear is known for trendy designs, bold colors and high-tech.