South Korean eyewear brand Gentle Monster took over 23 Wall Street in New York on Tuesday for an elaborate launch event showcasing its upcoming “Intelligent Eyewear” collection developed alongside Google and Samsung.
The high-profile gathering drew figures including Joaquin Phoenix, Alex Consani, Anok Yai, Charles Melton, and Paloma Elsesser, as WWD reported. Guests selected a pair of glasses before walking through a fantastical installation featuring a lifelike horse, human-like figures, and enormous floating heads inside a clear ball that tracked attendees with their eyes.
As visitors moved through the space, the giant floating heads spoke in various languages, with their dialogue translated directly through the eyewear, according to WWD’s reporting on the surreal tech showcase. The public preview opens on Friday and runs through November 23, giving visitors an early look at the hardware before its official release window.
Google initially announced its collaboration with Samsung, Warby Parker, and Gentle Monster in 2025, later showing off launch hardware models at Google I/O. The devices run an audio-focused version of Android XR—Google’s augmented and virtual reality software platform—complete with integrated cameras and direct access to the Gemini AI assistant, as detailed by Engadget.
Retail Partners Set Launch Dates for Intelligent Eyewear
Ahead of the public rollout, retail partners have begun locking down launch dates. Warby Parker co-founder and co-CEO Dave Gilboa revealed in a third-quarter earnings release that the brand’s Intelligent Eyewear collection will open for orders on November 12, noting, “One week from today, on November 12, we’ll begin accepting pre-orders for our first Intelligent Eyewear collection and look forward to delivering customer orders during the holiday season,” as covered by Engadget.
Meanwhile, Gentle Monster confirmed via social media that its collection will launch in December 2026, as noted by 9to5Google. Technical infrastructure for the hardware is also falling into place. As reported by Android Authority, the latest update to Samsung’s Galaxy Wearable app introduces built-in pairing support for the smart glasses alongside asset images of supported Gentle Monster frames.
Consumers looking to test the hardware can already book in-store demos. Warby Parker has started scheduling demo sessions across multiple New York locations running through December 12, while Gentle Monster’s public preview at 23 Wall Street runs from November 13 through November 23, according to Android Authority.
Cinematic Campaigns and Dinner at Atomix
To promote the hardware, Gentle Monster enlisted Academy Award-winning actor Joaquin Phoenix for a campaign film directed by Jonathan Glazer. Described by DAMAN Magazine as a cinematic journey between reality and dream, the project follows Phoenix through unconventional encounters with unfamiliar beings to introduce the AI-powered collection.
Upstairs from the installation, guests enjoyed a formal dinner prepared by New York restaurant Atomix, accompanied by a live saxophonist. Gentle Monster founder and chief executive officer Hankook Kim addressed the room, discussing his fascination with the space between consciousness and unconsciousness, which he terms the “intermediate world,” WWD said.
Campaign faces Yai and Consani shared personal reflections during the evening. Yai recalled that her first pair of sunglasses were pink and came from Walmart, while Consani’s were also pink but sourced from Disneyland. Defending bold stylistic choices, Yai declared, “Sunglasses at night is a positive,” according to WWD.
When asked what she would want a digital personal assistant to do for her, Elsesser kept her request practical. “Snacks,” she told WWD, explaining her preference for crunchy foods, dips, and vegetables.
Outside the venue, crowds gathered behind barricades as celebrities departed into the New York night. Offering a parting remark, Consani warned onlookers, “My monster, her name is Alex, and she’s always outside. Be warned,” as reported by WWD.
