gentle monster’s haus nowhere opens in seoul

Haus Nowhere Seoul redefines retail as an immersive world

Gentle Monster’s parent company, IICOMBINED, launches Haus Nowhere Seoul in Korea, marking the first architectural chapter of its long-term Future Retail vision. Conceived as ‘a space found nowhere,’ the venue merges art, design, and commerce into an experimental environment. Inside its multi-story building, visitors encounter Max Siedentopf’s More Is More, a surreal landscape of swelling plastic bags animated by a hyperreal elderly man; Sunshine, a monumental dachshund who drifts between fairytale scenes and futuristic transformations; and Nudake Teahouse, a kinetic, color-saturated lounge that transforms the ritual of tea into a sensory performance. Together with immersive brand spaces, from Gentle Monster’s monumental mechanical forms to Tamburins’ interactive perfume narratives, Haus Nowhere Seoul establishes a platform for exploration and discovery.

images via @hausnowhere, unless stated otherwise

art installations animate the retail environment

At the heart of the store’s opening on September 6th, 2025, Siedentopf’s More Is More features hundreds of black rubbish bags inflating and deflating in slow rhythm. Amid this swelling sea stands a towering animatronic figure of an elderly man, his eyes wandering curiously as he clutches a single golden bag. The work, presented simultaneously in Seoul, Shanghai, and Shenzhen locations of Haus Nowhere, reflects on value, discovery, and the overlooked moments of wonder hidden in everyday life.

Equally striking is Sunshine, a giant dachshund whose presence threads through multiple levels of Haus Nowhere Seoul. Introduced by Tamburins, the character first appears in a whimsical scene of afternoon slumber, rendered with tender details, dewy nose, soft paws, and gentle breaths, before re-emerging in a parallel universe clad in shining armor, recast as a futuristic warrior. Visitors can step into Sunshine’s world through an AI-powered Twin Look photo booth, where the dachshund mirrors their appearance in playful sticker-like portraits. 

Gentle Monster’s parent company, IICOMBINED, launches Haus Nowhere Seoul

Kinetic objects guide visitors inside Nudake Teahouse

Nudake Teahouse, located on the fifth floor of Haus Nowhere Seoul, transforms traditional tea drinking into a multi-sensory encounter. Kinetic objects appear to drift through the space, guiding visitors through an otherworldly environment rich in color contrasts, from yellow-green and deep purple to warm reds. The teahouse offers a refined lounge for pairing scented teas with desserts, alongside a curated gift shop that presents tea-inspired objects. By combining visual spectacle, scent, and taste, Nudake creates a temporal pause, expanding a familiar ritual into a surreal, immersive experience.

The multi-level building also hosts Gentle Monster’s 2025 Bold Collection, displayed within monumental mechanical structures that evoke speed and dynamism, and ATiiSSU’s second store, presenting its Tracker headwear line inspired by exploration. Nuflaat merges dining and design through sculptural tableware, offering a rhythm of objects both unfamiliar and refined.

By assembling installations, brand flagships, and experimental environments under one roof, Haus Nowhere Seoul positions itself as an open-ended cultural platform, part gallery, part store, and part dreamworld, where art and commerce fold into one another. 

the first architectural chapter of the company’s long-term Future Retail vision | image courtesy of Tamburins

conceived as ‘a space found nowhere’

the venue merges art, design, and commerce