Seoul’s creative pulse is set to quicken this September with the opening of Haus Nowhere Seoul, an avant-garde space where architecture, fashion, fragrance, and dining converge under one visionary roof. Initiated by Gentle Monster, this global experimental retail concept—translated as “a space found nowhere”—invites visitors to step beyond the familiar into a realm where boundaries dissolve and imagination leads. With its fourth global location unveiled alongside IICOMBINED’s new headquarters, Haus Nowhere Seoul promises a bold interpretation of “Future Retail,” where innovation, sensory experiences, and storytelling come to life.
Spanning multiple floors, the space integrates the entirety of IICOMBINED’s brands across its first, second, third, and fifth floors, offering an exploratory journey that mirrors a return to the future. The theme “The Future Returned” informs every corner, from architectural forms to immersive installations, as each brand expresses its unique philosophy through design, scent, texture, and light. It’s an experiential playground where creativity, emotion, and imagination are seamlessly woven together, inviting visitors not just to browse—but to be inspired.
Gentle Monster’s pop-up celebrates the launch of the 2025 Bold Collection, merging eyewear with architectural forms to craft spaces that feel both futuristic and tactile. An asymmetrical centerpiece commands attention, its bold geometry paired with repeating patterns derived from the collection’s signature motifs. The experience invites guests into an immersive environment where fashion and structure entwine, reinforcing the brand’s identity as a pioneer of contemporary luxury.
Tamburins, the perfume house known for exploring anomalous beauty, presents its newest scent line Sunshine, a playful ode to dreams and freedom. Visitors can step into a world where the warmth of an afternoon sunlit nap blends with fantastical imagery—embodied through two distinct scents inspired by a puppy’s dream of racing through forests. Through AI-powered Sunshine Twin Look, guests can capture personalized moments that reflect this whimsical journey, blurring the line between reality and imagination.
ATiiSSU’s Tracker Collection reframes headwear as a vehicle for adventure, where caps and knitwear merge with gloves and scarves to create bold, original expressions of style. Every detail draws from the spirit of exploration, allowing wearers to channel the pioneering energy of those forging paths untaken. As the brand’s second store, Haus Nowhere Seoul becomes a dynamic stage for transformation, where fashion continuously evolves.
The NUDAKE TEAHOUSE invites visitors to reimagine tea rituals through unexpected scent pairings and sensory explorations. Its “Scented Tea” concept layers aromas to create entirely new experiences, accompanied by delicately paired desserts. Here, dulled senses are awakened and forgotten stories resurface, encouraging a deeper connection to the present moment and personal narratives.
Meanwhile, Nuflaat redefines dining aesthetics by breaking the conventions separating utility and beauty. Under the philosophy “Dress Your Table,” its tableware blends form and function, encouraging visitors to expand the possibilities of everyday dining. Haus Nowhere Seoul marks the brand’s debut, offering an inspiring vision for how dining can be transformed into an artful experience.
Completing the journey, Max Siedentopf’s installation “More Is More” transforms the space into a living landscape of rhythm and imagination. Black plastic waves breathe in slow motion, while a larger-than-life figure searches for stories in the tide. In his hands, a single golden bag becomes a beacon of curiosity, beckoning visitors to explore memories, dreams, and treasures hidden in unexpected places. It’s an ode to wonder—a reminder that meaning lies not in what we see first, but in what we dare to discover.
