This September, HAUS NOWHERE SEOUL opens its doors, bringing with it a bold new vision of “Future Retail.” Envisioned by Gentle Monster, the space is described as “a space found nowhere”—a concept designed to break away from traditional retail norms and immerse visitors in imagination and experimentation.
A Space Where Brands Converge
Spanning multiple floors, HAUS NOWHERE SEOUL unites IICOMBINED’s brands under one roof, offering an experience that is as diverse as it is innovative. Gentle Monster continues its global momentum with exclusive pop-ups for its 2025 Bold Collection. Tamburins introduces its latest fragrance line, Sunshine, accompanied by an interactive AI Twin Look photo moment. ATiiSSU presents its Tracker Collection, while NudaKe expands into the sensory realm with its new TEA HOUSE, serving “Scented Tea” alongside artful desserts. Making its debut, Nuflaat blends tableware with avant-garde design under the slogan “Dress Your Table.”
Art, Innovation, and Emotion
The future-facing retail project also debuts “More Is More,” an installation by Max Siedentopf in collaboration with Haus Nowhere. The work transforms a room into a swelling sea of black plastic bags, anchored by a hyperreal elderly figure with animatronic eyes. The installation, shown across Seoul, Dosan, Shanghai, and Shenzhen, embodies the unexpected and emotional spirit of HAUS NOWHERE.
HAUS NOWHERE SEOUL is not just a store—it’s a glimpse into the next era of how we experience fashion, beauty, art, and lifestyle. By merging architecture, technology, and brand storytelling, the project inspires visitors to see retail as something boundless, emotional, and constantly evolving.
