Gentle Monster’s latest project with Max Siedentopf merges art, technology, and design for an uncanny encounter inside HAUS NOWHERE.
Max Siedentopf and Gentle Monster’s HAUS NOWHERE present “More Is More,” the first major artwork for the brand’s new Seoul outpost. Siedentopf, the artist and director known for the two-faced cyborg created for the label’s Margiela collaboration and for Nudake’s croissant-clad Shanghai store, fits neatly with HAUS NOWHERE’s plan to rethink retail as a site for art, technology, and design.
xThe four-part installation appears as a mountain of black trash bags that rises and falls in steady rhythm. At the center stands an elderly man, his grip locked on a single gold bag, while animatronic eyes patrol the scene. Other iterations place different figures in the pile, their faces buried in the heap.
In Seoul, “More Is More” is shown alongside Gentle Monster’s “The Future Returned” concept. The work is now on view at HAUS NOWHERE locations in Seoul, Dosan, Shanghai, and Shenzhen. It signals a new chapter for HAUS NOWHERE, which is commissioning artists from Korea and beyond to develop pieces that sit between exhibition and experience.
By leaning into a simple, uncanny scene, “More Is More” turns a brand space into a set piece. The result underscores HAUS NOWHERE’s “space unlike any other” aim, and gives form to Siedentopf’s taste for surreal and hyperrealistic image-making without straying from the store’s core purpose.
