Seoul’s coolest new playground isn’t a mall it’s a vision of the future. This September, HAUS NOWHERE SEOUL officially opens its doors, redefining what we know as “shopping.” Conceived by South Korean cult eyewear brand GENTLE MONSTER, the space blurs the lines between art, tech, lifestyle, and retail into something that feels more like an alternate reality than a store.
What is HAUS NOWHERE?
Forget racks of clothes and glass perfume counters. HAUS NOWHERE is an immersive experimental concept store where brands under the IICOMBINED collective including GENTLE MONSTER, TAMBURINS, ATiiSSU, NUDAKE, and newcomer Nuflaat share one radical playground.
Spanning multiple floors in Seoul, the project is built on the theme “The Future Returned”, which reflects IICOMBINED’s futuristic design language. Every corner is engineered to provoke emotion part architecture, part art installation, part consumer dreamscape.
“HAUS NOWHERE isn’t just about shopping it’s about reimagining how people interact with culture, creativity, and consumption,” says IICOMBINED in its launch statement.
The Brands You’ll Meet at HAUS NOWHERE
✨ GENTLE MONSTER
The eyewear disruptor leads the charge with its 2025 Bold Collection. Expect futuristic silhouettes that break away from traditional fashion rules. Exclusive pop-ups will also roll out across Seoul, Beijing, and Tokyo.
🌼 TAMBURINS
Known for its unconventional beauty storytelling, TAMBURINS debuts its Sunshine fragrance collection here. Guests can try the Sunshine AI Twin Look, where AI captures playful twin-style portraits — an Insta-worthy moment for fragrance lovers.
🧢 ATiiSSU
The edgy headwear label introduces its Tracker Collection, a line that celebrates individuality and resilience perfect for Gen Z who live to carve their own path.
🍵 NUDAKE
NUDAKE expands its surreal dessert universe with the NUDAKE TEA HOUSE. Highlight: its “Scented Tea,” a multi-sensory experiment that fuses aroma and taste in unexpected ways. Think haute couture for your palate.
🍽️ Nuflaat
Making its debut, Nuflaat turns tableware into fashion statements with its motto: “Dress Your Table.” Expect avant-garde dining objects that make eating at home feel like art.
Art Meets Retail: Max Siedentopf’s ‘More Is More’
Of course, HAUS NOWHERE isn’t complete without jaw-dropping art. For the opening, visual provocateur Max Siedentopf brings “More Is More”, an installation where black plastic bags pulse like living waves, surrounding a hyperreal animatronic old man.
The eerie, cinematic work reflects themes of consumption, waste, and the chaos of modern living. This installation will also tour HAUS NOWHERE’s sister locations in Shanghai, Dosan, and Shenzhen — proving retail can be as much a global art experience as a shopping trip.
“Visiting HAUS NOWHERE is like walking into a dreamscape one where fashion, fragrance, and food are experiences, not products.”
