HAUS DOSAN
The pinnacle of Gentle Monster’s ambition

Gentle Monster: Redefining Retail with HAUS DOSAN

In the eyewear industry, where innovation often remains within the confines of functionality, Gentle Monster has emerged as a disruptor, reshaping not just the aesthetics of eyewear but also the very concept of retail spaces. Founded in 2011 in Seoul by Hankook Kim, the South Korean brand has moved beyond conventional retail, creating immersive environments that fuse art, technology, and fashion to craft an entirely new storytelling experience.

Challenging Conventional Norms

Gentle Monster’s journey began with a simple yet fundamental observation: eyewear design had long been centred around Western facial structures, often overlooking the needs of Asian consumers. Rather than conforming to existing industry standards, Hankook Kim set out to create frames that better suited Asian features while simultaneously pushing the boundaries of avant-garde design.

However, what truly sets Gentle Monster apart is its visionary approach to retail. Each flagship store is conceived as an evolving art installation, redefining the traditional shopping experience. From the dystopian robotic landscapes in Beijing to the kinetic sculptures in New York, every location transforms retail into an immersive, multisensory encounter.

HAUS DOSAN: A Testament to Retail Reinvention

HAUS DOSAN, located in Seoul, represents the pinnacle of Gentle Monster’s ambition to revolutionise the retail space. This hybrid concept store goes beyond eyewear, incorporating two other brands under its parent company, IICOMBINED: the avant-garde beauty label Tamburins and the conceptual dessert brand Nudake. Designed to engage the senses and challenge perceptions, each floor within HAUS DOSAN offers a unique experience, akin to walking through a curated art exhibition.

Hankook Kim envisioned HAUS DOSAN as more than a store, it is an exploration of the future of retail. His goal was to dissolve the boundaries between commerce and artistic expression, immersing visitors in a dynamic, ever-evolving narrative. The project took several years to develop, requiring collaboration between Gentle Monster’s in-house design team and internationally renowned creatives.

The Architectural and Artistic Process

The architectural transformation of HAUS DOSAN was executed in partnership with BCHO Architects, a Korean firm known for its minimalist and material-driven approach. The challenge was to construct a space that balanced raw, industrial elements with futuristic spectacle, creating an environment that would serve as a blank canvas for ongoing artistic interventions.

Key artistic collaborations include Belgian visual artist Frederik Heyman, who designed the grand entrance installation—a striking 3D-scanned artwork that explores themes of digital immortality. German artist and filmmaker Jonas Lindstroem introduced “Truth or Dare,” a moving media installation that punctuates the second floor’s optical eyewear section with rhythmic energy. The auditory experience, an often-overlooked aspect of retail design, was curated by Venezuelan musician and artist Arca, adding an atmospheric layer that deepens the immersive experience.

A Multi-Layered Retail Experience

Each level of HAUS DOSAN unfolds like a chapter in an experiential narrative. The ground floor immediately immerses visitors in Heyman’s mesmerising digital sculpture, setting the tone for an unconventional retail journey. Moving to the second floor, dedicated to optical eyewear, the space embodies restraint and precision, featuring Lindstroem’s “Truth or Dare” installation that subtly enhances the understated elegance of the frames.

The third floor, centred on sunglasses, showcases “The Probe,” a six-legged robotic entity developed by Gentle Monster’s robotics lab, demonstrating the brand’s fusion of technological artistry and creative expression. On the fourth floor, the Tamburins flagship presents a fragrance and beauty experience that draws inspiration from nature, its contemporary design enriched by the works of Chulan Kwak, Mercedes Vicente, and Casper Kang.

Descending into the basement, visitors encounter Nudake Café, a conceptual space where desserts transcend their culinary function to become artistic expressions, engaging all five senses in a meticulously designed environment. This final layer of HAUS DOSAN’s journey cements the store’s ethos—an immersive world where art, commerce, and experience coalesce seamlessly.

The Future of Retail as an Experience

HAUS DOSAN is a manifesto on the future of physical retail. In an era where online shopping dominates, Gentle Monster is making a case for the importance of spatial storytelling. Every aspect of HAUS DOSAN, from its architectural choices to its multisensory engagements, challenges conventional retail norms and invites visitors into a world that is constantly shifting and redefining itself.

By seamlessly integrating art, technology, and commerce, Gentle Monster is setting a new standard for experiential retail. HAUS DOSAN is a testament to the idea that physical spaces should do more than just sell products: they should provoke thought, ignite curiosity, and create lasting emotional connections.

With HAUS DOSAN, Gentle Monster invites us to step into the future, where shopping is no longer a transaction but an exploration, where retail is not static but alive. Could this be the blueprint for the next generation of concept stores?