Gentle Monster’s New Store in Seoul Is Its Craziest Yet

On September 5, Gentle Monster introduced its brand-new headquarters and flagship, Haus Nowhere Seoul, to the world. Located in Seoul’s buzzing Seongsu neighborhood, the building rises 13 stories. The first five are open to the public. Each one is dedicated to a different IICOMBINED brand: Gentle Monster, Tamburins, Atiissu, Nudake, and the newly-launched Nuflaat. Pitched as “a space found nowhere,” it really does feel like stepping into a sci-fi movie set disguised as retail.

The experience began on the first floor with the fragrance brand Tamburins. Shoppers are greeted by a giant animatronic dachshund napping in the middle of the space.The installation is dedicated to the brand’s latest scent, Sunshine, inspired by the image of a dog napping in the afternoon sun. You’re immediately drawn into the space not only through your eyes but through your nose as well.

Gentle Monster anchors the second floor with its new Bold Collection, fronted by a campaign with Tilda Swinton. Instead of traditional displays, the eyewear was showcased within massive structures and robots with human-like faces that filled the space.

The third floor was split between Atiissu and Nuflaat, the two most recent additions to the Gentle Monster ecosystem. Atiissu reimagines headwear by fusing caps with knits. They’re paired with gloves and scarves that make the accessories feel like futuristic gear. Nuflaat, the company’s newest venture, debuted under the motto “Dress Your Table.” Cups, plates, and utensils were displayed like fashion accessories. Each was adorned with ornaments that resembled red-polished fingernails. Everyday items were transformed into elevated kitchen and dinnerware.

The final stop was the velvet-covered Nudake Teahouse. Known for surrealist desserts, Nudake is now exploring tea through its own experimental lens. The brand’s signature flavor, Blue Monk, layered fragrance and flavor like a perfume with complex notes. Paired with desserts that looked too surreal to eat, like a fruity mousse and ganache dish that resembled a shiitake mushroom and asparagus spear, the experience was so much more than just an afternoon tea.

Gentle Monster has been expanding and refining its universe outside of eyewear. Haus Nowhere is where that vision comes alive. It challenges traditional retail spaces with a surreal and immersive experience. Shoppers in Seoul can visit the space now at 433, Ttukseom-ro, Seongdong-gu, Seoul.