The new Gentle Monster concept store in Shanghai When retail becomes a cultural experience

After HAUS DOSAN, the concept store inaugurated in Seoul last March, the Korean brand Gentle Monster has also landed in Shanghai, in the Huangpu district, with a new space to host its collections together with the perfume line of the Tamburins brand and the sweets of the food & beverage line of Gentle Monster, Nudake, specialized in the creation of sweets with surreal shapes. The space, named HAUS SHANGHAI, covers over 3 thousand square meters developed over four floors and, with its structure, wants to challenge the traditional concept of shop and offer visitors an all-round cultural experience. 

The third floor is practically a museum dedicated to exhibitions of various media and pop-ups of collaborations and houses an area called The Giant Who Arrived at the Bird Village dominated by a gigantic face-robot and hyperrealistic that moves its gaze all around. Finally, on the fourth floor, there is the Tamburins perfume shop, decorated with the Twig installation, a wall covered with branches that wants to represent the union of luxury and nature through the contrast of materials.