Gentle Monster leads the launch of HAUS NOWHERE SEOUL in September 2025, opening a new phase of IICOMBINED’s experimental retail concept. Following locations in Shanghai, Shenzhen, and Beijing, the Seoul project becomes the fourth HAUS NOWHERE and opens alongside IICOMBINED’s new headquarters. Spanning the first to third floors and extending to the fifth, the site unites all of the group’s brands under the theme “The Future Returned,” while its architectural design reflects IICOMBINED’s vision and direction for future projects.
Eyewear label Gentle Monster anchors the opening with exclusive pop-ups in Seoul, Beijing, and Tokyo tied to its 2025 Bold Collection. Inspired by the silhouettes and textures of HAUS NOWHERE SEOUL, the installations showcase a massive asymmetrical structure and repeat the collection’s symbol across intricate patterns. The concept connects fashion and architecture, presenting the collection within a visual framework that reflects the brand’s design language.
Perfume brand Tamburins introduces its new line “Sunshine,” crafted around the idea of a puppy’s afternoon nap and a dream of racing through a forest in armor. Two fragrances carry this narrative, inviting visitors into a world of imagination. At HAUS NOWHERE SEOUL, the launch integrates technology with the Sunshine AI Twin Look photo experience, allowing guests to interact with the perfume visually as well as through scent.
Fashion headwear brand ATiiSSU debuts the Tracker Collection, which translates the perspective of a trailblazer into a mix of caps and knitwear. Accessories including knit gloves and scarves expand the line’s scope, delivering fresh interpretations of headwear.
Nudake shifts its focus toward tea with the NUDAKE TEAHOUSE. Here, tea pairs with desserts and a sensory element defined as “Scented Tea.” This new approach layers flavors and aromas to reframe the experience of drinking tea. The TEAHOUSE combines taste and scent into encounters that sharpen perception and awaken memory, presenting a new chapter for Nudake’s ongoing creative experiments.
The launch also introduces Nuflaat, a tableware brand built around the concept “DRESS YOUR TABLE.” Positioned as both fashion object and functional item, the collection expands what dining spaces can represent. Through atypical designs, Nuflaat challenges expectations of the table setting, inviting new possibilities within everyday rituals.
HAUS NOWHERE SEOUL hosts “More Is More,” an installation by Max Siedentopf that fills a room with black plastic bags that rise and fall like waves. At the center stands a hyperreal animatronic elderly man holding a single gold bag. The piece transforms the space into a moving environment that asks viewers to consider curiosity and discovery. The glowing gold bag acts as a symbol of hidden meaning, suggesting memory, secrets, or dreams waiting to be uncovered. The installation will appear at HAUS NOWHERE Seoul and Dosan, as well as HAUS NOWHERE Shanghai and Shenzhen.
With HAUS NOWHERE SEOUL, IICOMBINED expands its concept of “a space found nowhere,” bringing together Gentle Monster, Tamburins, ATiiSSU, Nudake, and Nuflaat under one roof. Through fashion, fragrance, headwear, dining, and installation art, the project sets a new direction for experimental retail while continuing to push its boundaries through design and imagination.
