Gentle Monster’s experimental retail project, HAUS NOWHERE, launched its first major art installation earlie this week in Seoul. In collaboration with Namibian-German artist and director Max Siedentopf “More Is More” is a surreal, hyperrealistic sculpture series that reimagines the brand’s Seoul outpost as a cinematic encounter, blending art, technology, and design.
The four-part installation features a giant pile of black trash bags rising and falling in hypnotic rhythm and the center stands an elderly man gripping a single gold bag, with animatronic eyes scanning the scene. Other iterations place different figures within the pile, their faces buried, creating an atmosphere both surreal and unsettling.
The launch event in Seoul attracted a star-studded guest list, underscoring the global appeal of the collaboration including Tilda Swinton, FKA Twigs, Anne Curtis, Hunter Schafer, South Korean actor Byeon Woo Seok, Taiwanese heartthrob Hsu Kuang Han and, Japanese actor Kentaro Sakaguchi, among others.
This project marks the beginning of HAUS NOWHERE’s plan to commission site-specific works from artists worldwide, positioning its stores as immersive cultural destinations rather than traditional retail outlets.
“More Is More” is now on view at HAUS NOWHERE locations in Seoul, Dosan, Shanghai, and Shenzhen.
