Gentle Monster HAUS SHANGHAI
by Stephen Garner

Following its latest store opening in Seoul in March, much-loved eyewear brand Gentle Monster has debuted its newest location in Shanghai.

Called “HAUS SHANGHAI,” the new four-story location spans 3,270 square meters (approximately 35,000 square feet) and features the brand’s signature eyewear as well as fragrance brand Tamburins’ first physical footprint in China and surreal dessert brand Nudake.

The store’s first floor features 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 food and beverage experience.

The second floor houses the Gentle Monster collection. Tenacious yet pliant art pieces cut through the center, forcing unexpected flow of traffic inside the space. Defying the traditional layout of commercial space that prioritize efficiency and function, Gentle Monster exemplifies its new perspective on Future Retail. Themed ‘CIRCULATION,’ various installations and artwork fill the second 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 third floor presents a large exhibition space featuring Gentle Monster’s curated media art exhibitions and collaboration pop-ups. At the center 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.

And, the store’s fourth 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.