GENTLE MONSTER's New Cultural Complex: Haus Nowhere Seoul

Haus Nowhere Seoul is more than just an eyewear store; it's a new concept cultural complex from GENTLE MONSTER’s parent company, IICOMBINED, that embodies the brand's innovative philosophy of blurring the lines between art and commerce. With a name that means "a house that does not exist," this space offers visitors a completely new, multi-sensory journey that goes far beyond a typical shopping experience.

Located in Seoul's trendy Seongsu-dong district, Haus Nowhere Seoul immediately captivates visitors with its exterior. Designed by architect Kim Chan-joong's firm, The System Lab, the building's Brutalist architectural style, with its exposed concrete and unique structural elements, makes it look like a massive sculpture that crash-landed in the city. Its cold, robust facade stands out, harmonizing with Seongsu-dong's unique, hip cultural vibe to establish itself as a new landmark.

Upon entering, visitors feel as if they've stepped into a colossal work of art rather than a retail space. Each floor is filled with diverse media art and experimental installations that visually express GENTLE MONSTER's aesthetic values. The brand's signature creative displays, along with the ever-changing art pieces, continuously provide visitors with fresh inspiration.

The uniqueness of Haus Nowhere Seoul extends to its multi-brand experience. In addition to GENTLE MONSTER, visitors can explore various brands from the IICOMBINED family. The first floor serves as a pop-up and project space, while the second floor showcases GENTLE MONSTER's eyewear. On the third floor, you'll find the beauty brand Tamburins and the fashion brand ATISU. The fifth floor is home to the dessert brand Nudake's "Tea House," where visitors can indulge in both art and gastronomy.

Haus Nowhere Seoul is a true cultural complex that weaves together architecture, art, and multiple brands into a single narrative. Here, visitors are free from the singular goal of shopping and can instead explore the space at their own pace, fully immersing themselves in the new aesthetic values that GENTLE MONSTER presents.

Address: 433 Ttukseom-ro, Seongdong-gu, Seoul

Hours: Daily, 11:00 AM - 9:00 PM

Official Website: https://www.gentlemonster.com/kr/store/hausnowhere-seoul