South Korea’s avant-garde eyewear brand, Gentle Monster, ushers in a new chapter with Haus Nowhere Seoul—its fourth and most ambitious experimental retail space. Conceived as both a cultural playground and IICOMBINED’s new headquarters, the 14-storey building challenges retail conventions under the theme ‘The Future Returned’.

Just outside the newly opened store, art collides with fantasy in Max Siedentopf x Haus Nowhere’s installation ‘More Is More’. A vast sea of black plastic bags surrounds a hyperreal elderly figure, whose restless eyes scan the horizon as though searching for untold stories. In his hands glimmers a solitary golden bag—a talisman of curiosity and discovery, inviting visitors to imagine what treasures it might contain.

Inside, the journey begins with Tamburins, the cult fragrance label, debuting its new collection, ‘Sunshine’. Two scents tell the tale: one inspired by a puppy dozing on a sun-drenched blanket, the other by a dream of charging through a forest in shining armour. Guests can immortalise the moment through the Sunshine AI Twin Look experience, stepping into matching outfits with the fragrance’s muse using AI technology.

Ascending the levels reveals Gentle Monster’s own universe, including the 2025 Bold Collection. The latest releases strip eyewear of traditional nose pads, replacing them with sculptural bridges inspired by the shape of shields. A dramatic, asymmetrical installation anchors the display, amplifying the house’s pursuit of redefining design codes.

The narrative continues with ATiiSSU, the newest addition to IICOMBINED’s roster of brands. The Tracker collection captures the poetry of unexplored terrain, transforming it into sculptural, wearable expressions. The lineup features cap-and-knit hybrids, complemented by scarves and gloves that embody a spirit of fearless experimentation.

Then comes Nuflaat, the group’s fresh venture in tableware. With its manifesto, ‘Dress Your Table’, the label dissolves the boundary between function and fashion. From cake knives shaped like heels to coffee cups adorned with sculptural red nails, Nuflaat transforms the act of dining into an aesthetic encounter.

No journey through Haus Nowhere would be complete without a pause at the Nudake Teahouse. Known for redefining desserts, Nudake now introduces Scented Tea, blending flavour with fragrance for an otherworldly tasting experience. Each tea is designed to pair with its desserts, creating a ritual that is as much a performance as a pleasure.

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