Previously confined to the realms of pop-up stores and temporary points of sale, Stockholm-based perfumer Byredo last weekend launched their premier store in the Swedish capital.

The brainchild of Byredo co-founder Ben Gorham, who designed the store together with Christian Hallerød and Johannes Svartholm, the aesthetic has taken the brand’s signature pared-down style and turned it on its head with a Raj-inspired interior, playing on Gorham’s own North Indian roots.
“I have been thinking of this store since we founded Byredo,” says Gorham, “now seemed the perfect time. We have built a great client base and the brand has reached a point where I felt ready to take the next step.”

Set in a turn of the 19th Century building in Stockholm’s retail centre, Master Samuelsgatan, the store has been designed as an all-encompassing ‘Byredo world’ - with influences ranging from traditional Swedish blown glass to Indian ‘palace on wheels’ trains.
“It’s the first time that we can show a clear origin for the brand – now I have a suitable home for the fragrances,” says Gorham.