This September, HAUS NOWHERE SEOUL opens its doors as an experimental retail concept that defies the conventions of traditional shopping. Conceived by GENTLE MONSTER, the project introduces a fresh perspective on what the brand calls “Future Retail,” where art, technology, and consumer experiences converge into a space found “nowhere.”
This marks the unveiling of the world’s fourth HAUS NOWHERE, launched in tandem with the new headquarters of IICOMBINED. Spanning multiple floors — from the first through third, and extending to the fifth — HAUS NOWHERE SEOUL unites the creative worlds of GENTLE MONSTER, TAMBURINS, ATiiSSU, NUDAKE, and the newly launched Nuflaat under one experimental roof.
Designed under the theme of “The Future Returned,” the space encapsulates IICOMBINED’s imagination and architectural philosophy. HAUS NOWHERE SEOUL isn’t merely a retail destination — it is an immersive cultural statement, one that continually evolves through creative interventions, emotional stimulation, and bold design narratives.
Recognisable brands on HAUS NOWHERE’S roster
At the forefront of HAUS NOWHERE SEOUL is GENTLE MONSTER, the globally recognised eyewear brand. To celebrate the 2025 Bold Collection, GENTLE MONSTER is hosting exclusive pop-ups not only in Seoul but also in Beijing and Tokyo. Visitors can expect daring eyewear silhouettes that challenge perceptions of fashion and function.
Perfume house TAMBURINS, known for its exploration of anomalous beauty, unveils its latest fragrance collection, Sunshine. Designed for dreamers, the collection extends into an immersive experience at HAUS NOWHERE SEOUL, where guests can participate in the Sunshine AI Twin Look — a playful moment of capturing photographs in matching outfits powered by AI technology.
For ATiiSSU, the headwear brand with a trailblazing edge, HAUS NOWHERE SEOUL marks its second retail space. Here, the newly introduced Tracker Collection celebrates individuality and resilience, offering designs for those who continually carve out new paths.
Known for its imaginative approach to desserts, NUDAKE expands its culinary artistry with the launch of NUDAKE TEA HOUSE. This latest venture centres on innovative tea experiences, including “Scented Tea” — an unprecedented creation blending aroma with taste. Guests can indulge in refined pairings of tea and desserts that push the boundaries of sensory gastronomy.
Making its debut at HAUS NOWHERE SEOUL, Nuflaat redefines tableware through the lens of fashion. With its motto “DRESS YOUR TABLE,” the brand dissolves the line between utility and aesthetic, offering dining objects that transform ordinary settings into avant-garde expressions.
Max Siedentopf x Haus Nowhere: ‘More Is More’
Adding to the immersive landscape, artist Max Siedentopf collaborates with HAUS NOWHERE on a new installation titled More Is More. The piece transforms the room into a living, breathing sea of black plastic bags, swelling and subsiding in rhythmic waves. At its centre stands a hyperreal, animatronic elderly man, his eyes scanning the space as if searching for hidden narratives.
The installation will be showcased not only at HAUS NOWHERE SEOUL and Dosan but also in Shanghai and Shenzhen, underscoring the brand’s global ambition to redefine retail as a form of living art.
For more information, check out @hausnowhere.
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