Gentle Monster has launched the latest HAUS project, a new vision of “Future Retail” that defies stereotypical notions of commercial space.
HAUS SHANGHAI provides more than a commercial experience. By inciting emotional provocation in visitors, HAUS aims to deliver an unprecedented cultural experience.
Following the HAUS DOSAN project, which opened in Seoul March 2021, HAUS SHANGHAI consists of 3,270 square meters spanning four stories. The complex features not only Gentle Monster but also fragrance brand Tamburins’ first offline store in China and surreal dessert brand Nudake.
In addition, various retail experiences, pop-ups, and art exhibitions can be enjoyed throughout HAUS SHANGHAI. HAUS SHANGHAI’s 1st floor features surreal dessert brand Nudake with the slogan, “Make new fantasy! Dessert of your dreams.”
HAUS SHANGHAI’s signature robot, the ‘Probe,’ roams the main area next to kinetic horses, capturing Nudake’s spirit of experimentation and fantasy. In addition, various forms of collaged media art and aesthetic furniture provide a distinct F&B experience.
HAUS SHANGHAI’s 2nd floor houses the world’s largest Gentle Monster store. Tenacious yet pliant art pieces cut through the centre, forcing an unexpected flow of traffic inside the space. Defying the traditional layout of commercial space that prioritizes efficiency and function, Gentle Monster exemplifies its new perspective on Future Retail. Themed ‘CIRCULATION,’ various installations and artwork fill the 2nd floor, and the exhibitions at the ends of the floor provide both visual and auditory stimulation, demonstrating the brand’s experimental spirit by infusing strange tension and rhythm into the space.
HAUS SHANGHAI’s 3rd floor presents a large exhibition space featuring Gentle Monster’s curated media art exhibitions and collaboration pop-ups. At the centre of the floor, themed ‘The Giant Who Arrived at the Bird Village,’ lies ‘The Giant,’ a robotic face created by Gentle Monster’s Robotics Lab after a year of research, alongside sculptures and installations depicting the Bird Village.
HAUS SHANGHAI’s 4th floor is China’s first Tamburins Flagship store. The Shanghai store, expressing elegance and individuality through the delicate balance of spatial elements, captures Tamburins’ artistic vision. ‘Twig,’ a wall art installation covered in tree branches, expresses the intersection of luxury and rawness through the combination of contrasting materials, allowing visitors to experience the unique feelings Tamburins strives to elicit.