Gentle Monster Leased Space at Puck Building

The eyewear brand has secured a 28,500-square-foot lease at the historic Manhattan site formerly occupied by REI.

Updated on Oct. 13, 2026 in Commercial

Bold vector editorial illustration of a classic brick retail building with arched windows, representing urban commercial expansion. — Gentle Monster has signed a lease for a flagship retail space at the historic Puck Building in Manhattan's SoHo neighborhood. AI Illustration. Upload story photo >

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Gentle Monster has signed a long-term lease for a 28,500-square-foot flagship space at the Puck Building in SoHo. The eyewear retailer is moving into a location formerly held by an REI flagship store that closed in July 2026.

Why it matters

The deal marks a significant expansion for the Seoul-founded brand into a prominent commercial hub. It highlights the continued transformation of the former REI space, with restaurant Torrisi also set to occupy the remaining portion.

Gentle Monster signed a lease exceeding 10 years for the 28,500-square-foot space at 295 Lafayette Street. This site is part of the broader former 35,000-square-foot REI flagship footprint.

The players

Gentle Monster

An eyewear brand founded in South Korea that currently operates 84 stores worldwide.

Puck Building

A historic commercial property located at 295 Lafayette Street in Manhattan that recently secured significant office and retail tenants.

Torrisi

A restaurant currently occupying 4,000 square feet that will expand into the remainder of the former REI space.

OpenAI

An artificial intelligence research organization that signed a 90,000-square-foot lease at the Puck Building in 2024.

Kushner

The real estate firm that serves as the landlord for the Puck Building.

The details

The lease agreement was negotiated by Cornelia Street Partners for the tenant and Ripco Real Estate for the landlord, Kushner. While the brand currently manages 84 locations globally, it remains unclear if this new flagship will lead to the closure of its existing Wooster Street storefront.

REI began its tenancy at the location in 2011.
Gentle Monster was founded in 2011.
OpenAI signed a 90,000-square-foot lease at the Puck Building in 2024.
The former REI flagship store ceased all operations in July 2026.
Average retail rents in SoHo reached $1,409 per square foot in Q3 2026.

Culture Shift

This move reflects the ongoing evolution of SoHo as a destination for high-end global retail brands and corporate headquarters. The area continues to attract prestige tenants despite high average retail rents of $1,409 per square foot.

Shoppers in SoHo should anticipate a new, expansive retail footprint as the brand prepares to move into the prominent Lafayette Street address. The redevelopment of the former REI site also signals expanded dining options with the planned growth of the nearby Torrisi restaurant.

The takeaway

Large-scale retail expansion in high-rent districts like SoHo demonstrates the continued value physical flagships offer to global brands. Consumers interested in the luxury eyewear market should watch for updates on when the new location will open to the public.