Haus, the new Gentle Monster retail experience
What: Haus incorporates the experiential creativity and vision of Gentle Monster, while encompassing sensual artisan cosmetic brand Tamburins and fantasy-inspired dessert restaurant Nudake.
Why it is important: Haus is Gentle Monster's new innovative and disruptive step in upping the ante to develop shopping experience.
Haus, Dosan (South Korea)
The store occupies a monumental five-storey concrete structure by local practice BCHO Architects. The building has been fully redeveloped by Gentle Monster's in-house design team to meet the requirements of its so-called Unopened: Future theme. Upon entering the store, shoppers find themselves in a lounge space anchored by a collab artwork with Belgian artist Frederik Heyman. Here, shoppers also become instantly acquainted with another collaboration, a soundtrack to be precise, created by Barcelona-based Venezuelan producer, musician, and artist Arca. The second floor, home to the brand's optical eyewear collection, sees a different setting inspired by the notions of minimalism and moderation, embedding the Truth or Dare video installation by German artist Jonas Lindstroem.
The top floor with its latticed glass roof accommodates a new outpost of affiliated cosmetics brand Tamburins. Light and airy, oozing an art gallery vibe, the setting translates the brand's black and white aesthetic into dark timber flooring paired with pristine white walls and wooden display tables interspersed with art pieces by leading contemporary artists Chulan Kwak, Mercedes Vicente and Casper Kang, in addition to a kinetic object, created in-house, which is inspired by reed in the wind and reflects its core values of elegance and uniqueness.
Last but not least, the building's basement accommodates a facility that'll be much appreciated by power shoppers. Debuting on the premises is Nudake, a specialty restaurant and newly launched affiliated brand which aims to elevate the art of pastry to a whole new level. Understated and once again a space infused with art, this time courtesy of Italian artist Andrea Artemisio, it sees an elongated table crossing the room laden with various signature desserts and flanked on one side by an eclectic array of seating.
Haus, Shanghai (China)
The setting is both austere and whimsical, and sees an elongated stripped back space that's intentionally a little rough around the edges. An exposed ceiling and and pitch black concrete flooring are the backdrop of various seating areas to a number of lifesize kinetic horses, and, as a hint of what's to be found upstairs, Gentle Monster's colossal signature robot The Probe. The Nudake restaurant introduces local hipsters to its wide range of quirky desserts. One floor up, the planet's biggest Gentle Monster store unfolds, and the brand has pulled out all the stops to up the shopping experience with a space themed 'Circulation' and captured by a series of nifty installations and artworks interspersed with the brand's eyewear collections. The third floor is home to a large exhibition space.
The space, themed 'The Giant Who Arrived at the Bird Village', is anchored by a large robotic face, developed by the brand's Robotics Lab, and features additional sculptures and installations depicting the theme's bird village. Cosmetics brand Tamburins very first retail outpost in China can be found on the top floor, featuring an intimate yet elegant setting which fully captures the company's artistic vision. Situated right below the building's pointed roof, shoppers navigate an airy, art gallery-inspired space with a series of installations, including a wall art installation covered in tree branches which aims to express the intersection of luxury and rawness.