Gentle Monster expands Haus Nowhere concept in Shenzhen

China – South Korean eyewear brand Gentle Monster has unveiled its largest immersive retail concept yet, Haus Nowhere, in Shenzhen, China’s booming tech hub. Following similar launches in Seoul and Shanghai, this ambitious project spans 7,000 square metres over three floors in the MixC World shopping mall.

Themed Insect Kingdom, the store presents a surreal narrative exploring the 10,000-year-old relationship between humans, beasts and insectoids. Upon entering, visitors are greeted by the Colossal First Human, a two-storey-tall resting figure seated in a demolished structure inspired by 3D artist Frederik Heyman. The first floor is dominated by insectoids, arachnids and silkworms, completing the Beginning of Insect Kingdom storyline, set against a monumental mural painted by Dutch artist duo Freeling Waters.

Video art from international artists including Ada Sokol and South Korea’s Yeon Yeoin plays on a three-storey LED screen, which dominates the store’s façade. Expanding beyond eyewear, 85% of the second and third floors are dedicated to local and South Korean brands, cafés, bookstores and plant shops, making it a collaborative retail testing ground aligning with our hyper-local store insight from World Retail Congress 2024: Let’s Get Hyperphysical.