Gentle Monster’s newest store Haus Dosan took a year to create

Gentle Monster has launched Haus Dosan, a new retail concept featuring its dessert brand Nudake and cosmetic label Tamburins.

Located at Dosan Park, the store spans five stories, housing Nudake’s first flagship store in South Korea. Named ‘Haus 0 10 10 10 1’, the number ‘01’ is derived from quantum mechanics, representing “the future-forward direction”, whereas ‘Haus’ is a metaphorical description of the future retail.

Haus Dosan is the eyewear brand’s first project of many more to come under the theme of ‘Unopened:Future”.

The first floor houses a gigantic structure in the centre, a collaborative artwork with Frederik Heyman, which creates “a bizarre scene that no one has seen before and represents Gentle Monster’s bold and daring philosophy”. Inspired by the installation, an exclusive soundtrack created by Venezuelan artist Arca will be played throughout the first to the third floor of the store.

The second floor of the building, dedicated to Gentle Monster’s optical eyewear, is designed under the concept of minimalism and moderation, featuring a media installation by Jonas Lindstroem showing video artwork ‘Truth or Dare’.

Haus Dosan’s third floor, which displays sunglasses range, houses The Probe, a six-legged walking robot made by Gentle Monster’s own robot lab after a year of research.

The upper-floor is home to Tamburins’ second flagship store, showing art pieces by artists such as Chulan Kwak, Mercedes Vicente and Casper Kang. Meanwhile, Nudake’s first flagship store is located on the B1 floor, offering an array of artistic desserts.

Starting with Haus Dosan, Gentle Monster aims to launch a larger scale ‘Haus Shanghai’ this May.