Globally renowned fashion eyewear brand GENTLE MONSTER launches HAUS NOWHERE.
This experiential retail project explores a new concept of “Future Retail”, under the concept of “a space found nowhere”, breaking away from the conventional retail models.
With three exclusive pop-ups in Seoul, Beijing, and Tokyo, the fourth HAUS NOWHERE is nestled in IICOMBINED’s new headquarters, spanning from the first to the third floor, and the fifth floor.
Consider this your quick guide to HAUS NOWHERE in Seoul if you’re new to South Korea’s globally-famous fashion brands.
GENTLE MONSTER
This cult eyewear brand is located on the second floor of the building. If you’re lost, let the gigantic half-painted human sculptures guide you to the store.
Strike a pose with the giants to make sure everyone knows that you’re there. These figures may be massive, but GENTLE MONSTER’s collection of sunglasses will definitely be the scene-stealer.
Rooted in the middle of the space, sunglasses fill up various floating shelves. You can be assured to find something you like here. Afterall, is there someone who doesn’t want a pair of shades from GENTLE MONSTER?
NUDAKE TEAHOUSE
If you’re familiar with the viral croissant cafe NUDAKE, NUDAKE Teahouse offers a different kind of experience, with new explorations, centred on tea.
Within this space, pairings of Scented Tea and refined desserts, which are crafted with a bold vision, are served.
Treat your senses to a one-of-a-kind experience, like never before with NUDAKE Teahouse’s artisanal blends and treats.
TAMBURINS
TAMBURINS is a perfume and cosmetic brand dedicated to the pursuit of sensory art and beauty.
At HAUS NOWHERE, you can expect to find the newest “Sunshine” perfume collection. You can catch various installations of the brand on the first and third floor — most notably the gargantuan dog model, guarding the entrance of the store.
The cult-famous perfume brand’s products are also guarded by two robot-like creatures at the store.
Don’t be startled by them, because apart from these figures, extensive offerings of TAMBURINS’ products are also available at the first floor of the building.
MAX SIEDENTOPF X HAUS NOWHERE: “MORE IS MORE”
Non-shopaholics can enjoy an installation by Max Siedentopf, where a vast sea of black plastic bags swells and settles in slow, rhythmic waves.
At the centre of this installation stands a larger-than-life, hyper-real elderly man with animatronic eyes wandering across the sea of trash bags for hidden tales amongst the tide.
Nuuflat
Accompanying these three brands are Nuuflat, a tableware brand that dissolves boundaries between fashion objects and utility, ceaselessly expanding and transforming everything on a mundane table by dressing dining spaces with unconventional beauty.
Though it looks like a hassle to eat or drink out of these tableware, I’m sure it would spark countless conversations and precious memories when one fumbles with the utensils with fingernails cemented on them. Just imagine the amount of laughter or disgust coming from your loved ones.
Just saying, my personal favourite is this insole-looking cake knife. I’m totally getting it on my next trip to Seoul.
ATiiSSU
The last but not least tenant of this four-level project is the fashion headwear brand ATiiSSU. At its second store, the brand introduces its newest Tracker Collection, a headwear line that captures the perspective of a trailblazer.
Which brand’s store will you visit first? You’ll definitely catch me at Nuuflat.
HAUS NOWHERE SEOUL
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📍 HAUS NOWHERE, 433 Ttukseom-ro, Seongdong-gu, Seoul, Republic of Korea
🕒 11am–9pm (Daily)
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