Iicombined, the parent company of Gentle Monster, continues to expand its unique, experiential retail approach with the opening of its fourth Haus Nowhere location in Seoul. This recent addition to their portfolio further solidifies the company’s commitment to blending retail and immersive experiences.
The new Haus Nowhere flagship in Seoul spreads over four floors, providing a unique and conceptual retail environment. The location houses various brands, such as Tamburins, Nudake, Atiissu, and the freshly launched tableware brand, Nuflaat.
In addition to these brands, the new location also serves as the headquarters for Iicombined. The launch of this new Haus Nowhere in Seoul coincides with the unveiling of Gentle Monster’s 2025 Bold Collection. This new collection is highlighted through pop-ups in Seoul, Beijing, and Tokyo, with each display featuring sculptural installations that echo the architectural aesthetic of Haus Nowhere.
The Seoul location introduces new concepts that contribute to the immersive retail experience. Nudake’s Tea House offers aromatic teas complemented with desserts, and Tamburins unveils its latest fragrance, Sunshine, showcased with an AI-powered photo booth. Atiissu reveals the Tracker Collection that combines fashionable headwear with knitwear, while Nuflaat debuts its inaugural line of fashion-inspired tableware under the theme “Dress Your Table.”
Another highlight of the space is the ‘More is More’ installation by Max Siedentopf. This display features a realistic animatronic figure surrounded by black plastic bags with a single gold bag, an exhibit also planned to appear at Haus Nowhere locations in Dosan, Shanghai, and Shenzhen.
Iicombined views Haus Nowhere not just as a retail space, but as a platform for its experimental approach to the industry. Rather than focusing mainly on traditional sales, the company emphasizes the importance of emotion, narrative and spatial design in creating a unique and immersive shopping experience.
What is the 2025 Bold Collection by Gentle Monster?
The 2025 Bold Collection is a new line from Gentle Monster unveiled at the Seoul Haus Nowhere location. This collection is featured in pop-ups across Seoul, Beijing, and Tokyo through unique sculptural installations.
What is the concept behind ‘More is More’ installation?
The ‘More is More’ installation, created by Max Siedentopf, features a lifelike animatronic figure surrounded by an array of black plastic bags with a lone gold bag. This installation is set to appear at other Haus Nowhere locations.
What is the approach of Iicombined towards retail?
Iicombined seeks to revolutionize the retail industry by focusing on immersive experiences. It aims to emphasize emotion, narrative, and spatial design over traditional sales models, creating a unique shopping experience for consumers.
