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| Featuring the exterior of HAUS NOWHERE SEOUL and celebrities at the opening event. Tilda Swinton, Felix, Karina, Greg Hsu, FKA, KUN |
Seoul just welcomed something extraordinary - HAUS NOWHERE SEOUL, the latest experimental retail project by GENTLE MONSTER. Known for pushing the boundaries of design and imagination, HAUS NOWHERE isn’t just a store. It’s an experience!
HAUS NOWHERE is built on the concept of “a space found nowhere”, breaking free from traditional retail rules. This is the fourth HAUS NOWHERE in the world, opening alongside IICOMBINED’s new headquarters, and it embodies the theme “The Future Returned.” Spread across multiple floors, it’s a futuristic hub where all of IICOMBINED’s brands come together in one immersive space.
GENTLE MONSTER – Bold Collection with Tilda Swinton
At the heart of the Seoul pop-up stands a massive asymmetrical structure, its dramatic form contrasted with intricate patterns of the Bold Collection’s signature symbol — a design that ties the entire narrative together in one cohesive experience.
To bring this bold new chapter to life, Gentle Monster collaborated with the incomparable Tilda Swinton on a cinematic campaign set within HAUS NOWHERE Seoul. The film merges pulsating soundscapes, surreal architecture, and Swinton’s commanding presence, blurring the line between the real and the virtual.
It’s not just a campaign, it’s an immersive journey into Gentle Monster’s ever-evolving cultural universe, where art, fashion, and creativity break all boundaries.
TAMBURINS – Sunshine Perfume & AI Photo Experience
Perfume brand TAMBURINS introduces "Sunshine" - a dreamy fragrance inspired by the image of a puppy napping on a warm blanket and its whimsical dream of running through a forest in shining armor.
At HAUS NOWHERE SEOUL, you can take part in the Sunshine AI Twin Look photo experience, matching outfits with the scent in a playful, tech-driven way.
ATiiSSU – Tracker Collection
Headwear brand ATiiSSU presents its new Tracker Collection, blending caps with knitwear, gloves, and scarves. Inspired by trailblazers who forge new paths, this bold collection debuts at ATiiSSU’s second-ever store within HAUS NOWHERE SEOUL.
NUDAKE TEAHOUSE – Scented Tea and Desserts
NUDAKE is known for blending food and art, and now it explores tea like never before. At the new NUDAKE TEAHOUSE, expect “Scented Tea”, tea that's layered with fragrances that awaken the senses, paired with desserts crafted as edible art. It’s a place where storytelling, taste, and scent intertwine.
Nuflaat – Dress Your Table
Making its debut, Nuflaat is a tableware brand that transforms dining into a sensory experience. With the slogan “DRESS YOUR TABLE,” it blurs the line between functional design and fashion, turning everyday meals into artful moments.
Max Siedentopf x HAUS NOWHERE: More Is More
At the heart of HAUS NOWHERE is a breathtaking installation by artist Max Siedentopf. "More Is More" transforms the space into a living, breathing sea of black plastic bags that rise and fall like waves. Amidst it all, a hyperreal elderly man holds a single shimmering gold bag which is a beacon of curiosity and hidden treasures. It’s a poetic reminder that even in chaos, beauty and meaning can be found.
HAUS NOWHERE isn’t just retail, it’s a cultural playground that stimulates emotions, sparks curiosity, and constantly evolves. From fashion and fragrance to tea and tableware, every corner invites you to reimagine how we shop, create, and experience the world. HAUS NOWHERE aims to offer all visitors new inspiration and experiences through emotional stimulation and will continue to evolve through ongoing creative endeavors and innovation.
If you’re heading to Seoul, this is definitely a must-visit. HAUS NOWHERE SEOUL is more than a store, it’s where the future of retail lives.
