Step inside IICOMBINED&rsquo;s wild new playground for the future of retail. It&rsquo;s gaggy.

Just when you thought IICOMBINED couldn&rsquo;t dial up the surreal any further, in comes HAUS NOWHERE SEOUL, an experimental retail odyssey from <a href="https://www.lofficielmalaysia.com/fashion/the-art-of-seeing-maison-margiela-x-gentle-monster-s-third-act">GENTLE MONSTER</a> that redefines what &ldquo;Future Retail&rdquo; could look like. The concept? &ldquo;A space found nowhere.&rdquo; Translation: forget everything you think you know about stores.

Unveiled alongside IICOMBINED's new headquarters, the 14-storey behemoth marks the brand&rsquo;s fourth HAUS in the world, which is more than a flagship, less than a store. It&rsquo;s a living manifesto, a place where <a href="https://www.lofficielmalaysia.com/fashion/see-how-tontawan-metawin-tawan-and-more-style-their-gentle-monster-jewelry-collec">commerce collides with fantasy</a>, and where products are just one part of the equation. Many brands talk about selling dreams; IICOMBINED has been doing it since day one. Operating under the theme "The Future Returned," the building itself is the first chapter in a new architectural narrative. Across floors one through three and spilling onto the fifth, HAUS NOWHERE SEOUL brings together the full IICOMBINED family: GENTLE MONSTER, TAMBURINS, ATiiSSU, NUDAKE, and Nuflaat.

Step inside and you&rsquo;re met by <a href="https://www.lofficielmalaysia.com/beauty/taembeorinjeuwa-byeonuseog">TAMBURINS'</a> Sunshine, a giant dachshund in silver body armour, napping like it owns the place. There&rsquo;s also a bespoke AI-powered Sunshine photo app that lets you pair with the canine in matching digitally generated outfits. Look around and you&rsquo;ll spot at least three towering robot sculptures, straight out of a sci-fi apocalypse, except here they&rsquo;re art installations framing TAMBURINS' new Sunshine collection.

Upstairs, <a href="https://www.lofficielmalaysia.com/fashion/everything-you-need-to-know-about-jentle-salon-and-when-it-is-coming-to-kl">GENTLE MONSTER</a> takes over. The second floor is a visual playground, dedicated to the brand&rsquo;s newly launched Bold Collection. Think: iconic eyewear silhouettes colliding with absurdist installations. A massive asymmetrical structure anchors the space, while the collection&rsquo;s motifs repeat across walls in hypnotic patterns. Meanwhile, two half-painted giant figures sit in silence, their gaze practically drilling into you. Across the room, robots with unsettlingly human faces lounge on a lilac sofa beside a giant insect head, Instagram bait at its finest.

The third floor is home to Nuflaat&rsquo;s grand debut, sharing space with TAMBURINS and ATiiSSU, the latter self-billed as a &ldquo;fashion headwear brand.&rdquo; Each label occupies its own world-within-a-world, with interiors designed to evolve over time.
Up another level, Nudake serves up its &ldquo;Scented Tea&rdquo; line on warped tables, presented like a multi-sensory feast known as NUDAKE TEAHOUSE. Horse-and cat-print packaging doubles as d&eacute;cor, while guests can sip tea paired with desserts, an experience closer to fine dining than retail.

And it doesn&rsquo;t stop indoors. Outside, artist Max Siedentopf collaborates with HAUS NOWHERE on More Is More, an installation featuring a vast sea of black plastic bags. At the centre: a hyperreal elderly man clutching a single shimmering gold bag. Symbolism aside, the effect is striking, the gold as a metaphor for curiosity and discovery, glowing against the mundane black sea. It&rsquo;s a reminder that wonder is often hidden in plain sight.

<a href="https://www.gentlemonster.com/int/en">HAUS NOWHERE SEOUL</a> isn&rsquo;t just a store, it&rsquo;s a stage, a spectacle, and a statement on the future of retail. Step inside and discover the launch through striking photos of the space, lit up by the stars who came to celebrate.

Everything you need to know about the new HAUS NOWHERE SEOUL

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