To celebrate the launch of Gentle Monster’s new Seoul concept store, HAUS NOWHERE has unveiled its debut art commission: More Is More, a collaboration with internationally acclaimed artist and director Max Siedentopf. Known for pushing boundaries with surreal, hyperrealistic sculptures, Siedentopf brings his cinematic vision to the experimental Gentle Monster–founded project, which aims to rethink retail as a platform for art, technology, and design.
Max Siedentopf: turning the everyday into the uncanny
In More Is More, Siedentopf constructs a hypnotic tableau: a mountain of black trash bags that swells and recedes in rhythm, like a living organism. At its core stands an elderly man clutching a single shimmering gold bag. His animatronic eyes scan the room, as if searching for hidden narratives.
Other versions of the installation place figures within the heap itself, their faces buried, creating an atmosphere both surreal and unsettling. This approach reflects Siedentopf’s ongoing fascination with the absurdity of consumer culture and the unexpected poetry in the mundane.
HAUS NOWHERE: a new language of retail
More Is More marks the beginning of HAUS NOWHERE’s plan to commission site-specific works from artists worldwide, positioning its stores as immersive cultural destinations rather than traditional retail outlets. Alongside Gentle Monster’s The Future Returned concept in Seoul, this project underscores HAUS NOWHERE’s ambition to redefine how audiences experience brand spaces.
Currently on view in Seoul, Dosan, Shanghai, and Shenzhen, More Is More signals the first chapter of a long-term initiative to rethink retail and blur the lines between commerce, culture, and spectacle.
Photography courtesy of MAX SIEDENTOPF and HAUS NOWHERE