Resonating well with China‘s voracious Millennial and Gen Z demographics, Gentle Monster has quickly banked on its popularity in this sizeable market with a string of design-led retail spaces in the country’s leading shopping destinations, including Shenzhen. The Seoul-based eyewear brand has had a retail presence here since 2020, and very recently boosted its profile by relocating its store at Shenzhen MixC World, arguably the city’s leading luxury shopping centre, to bigger premises while also introducing a bold new retail concept—HAUS NOWHERE. First introduced at home base Seoul, an event we’ve covered in a previous post, it’s a flagship store format for which the eyewear brand’s in-house design team pulls out all the stops in terms of an evocatively themed interior design, but which also sees an innovative pairing with Tamburins, an affiliated beauty brand which has become increasingly popular with the aforementioned local demographics.

The chosen design theme for the new premises, which measure a whopping 6,914 sqm. (74,422 sq.ft.) spread across three floors, is Insect Kingdom, and it offers a narrative, captured by a series of settings across the premises, telling the fictional tale of the 10,000-year relationship between giants, insects and animals. Starting with two large-sized concrete mantis heads, shoppers will come across an array of insect-inspired sculptures and nifty installations across throughout the store which are mixed and matched with Gentle Monster‘s coveted merchandise and collections by a string of other South Korean brands. The Tamburins section at HAUS NOWHERE has obviously adopted the insect theme, and sees a setting which is anchored by a large silk worm installation. Here, the brand’s full range of body care, perfumes and home fragrances are presented. © superfuture.com