A surreal installation blurs the line between art, design, and brand space.
An Uncanny Collaboration
For the launch of its new Seoul outpost, Gentle Monster’s HAUS NOWHERE has unveiled its first major art project, More Is More, created in collaboration with Namibian-German artist and director Max Siedentopf. Known for his surreal, hyperrealistic sculptures, Siedentopf channels HAUS NOWHERE’s “space unlike any other” ethos into a cinematic encounter that pushes the boundaries of retail, art, and technology.
The Installation
The work unfolds across four cities — Seoul, Dosan, Shanghai and Shenzhen — as a hypnotic mountain of black trash bags that rise and fall in rhythmic motion. At the center stands an elderly man clutching a single gold bag, his animatronic eyes scanning the room, while other versions feature different figures partially submerged in the heap. The scene feels both uncanny and oddly intimate, capturing the tension between excess and fragility.
A New Chapter for HAUS NOWHERE
Presented alongside Gentle Monster’s The Future Returned concept in Seoul, More Is More signals a new direction for HAUS NOWHERE: one where experimental retail merges seamlessly with large-scale contemporary art. By inviting artists like Siedentopf to reimagine its spaces, HAUS NOWHERE transforms brand experience into something closer to exhibition — immersive, uncanny, and impossible to ignore.
