Gentle Monster’s parent company Iicombined has opened its fourth Haus Nowhere location in Seoul, continuing its push into immersive, experience-led retail.

Spanning four floors, the Seoul flagship features concept-driven retail environments from brands including Tamburins, Nudake, Atiissu, and the newly launched tableware brand Nuflaat, in addition to the headquarters of Iicombined.

The launch also marks the debut of Gentle Monster’s 2025 Bold Collection, showcased through pop-ups in Seoul, Beijing, and Tokyo, featuring sculptural installations inspired by Haus Nowhere’s architectural aesthetic.

New concepts include Nudake’s Tea House, offering scented teas paired with desserts, and Tamburins’ latest fragrance, Sunshine, accompanied by an AI-powered photo booth. Atiissu unveils the Tracker Collection, blending headwear and knitwear, while Nuflaat presents its first line of fashion-inspired tableware under the slogan “Dress Your Table.”

The space also features ‘More Is More’, an installation by Max Siedentopf, centred on a lifelike animatronic figure surrounded by black plastic bags and a single gold bag. The piece will also appear at Haus Nowhere locations in Dosan, Shanghai, and Shenzhen.

According to Iicombined, Haus Nowhere continues to serve as a platform for its experimental approach to retail, emphasising emotion, narrative and spatial design over traditional sales models.