Beyond the smell: fragrance brand Byredo opens new boutique in the heart of New York
In its nine years of being, the Swedish brand Byredo has gone way beyond just selling perfume. Hot on the heels of launching a covetable line of leather accessories earlier this year, Byredo unveiled a shiny new boutique in New York last week - a fully-fledged expression of the brand’s multifaceted scope, appeal and all-around good taste.
Located in a part of Soho where the fashion and design worlds intersect, Byredo’s spacious boutique was designed by its founder and creative director, Ben Gorham, in collaboration with the Swedish architect Christian Halleröd. Stemming from Gorham’s predilection for traditional woodwork, the boutique deftly pairs Italian terrazzo floors with Douglas fir ceiling beams, while reflective display cases and mirrored walls cut through the interior with a razor sharp edge. Service points, including the checkout counter, are cleverly disguised within a frosted glass chamber constructed out of graphic glass box tiles, which doubles up as a display area for the label’s various wares.
’This is the first time Byredo’s universe is presented in its entirety,’ says Gorham. ’Some of the products in the store are from projects that we have been working on for a few years, so it’s exciting for me to see it all come together here in the New York store.’
The opening in New York also poignantly marks a redesign of the company’s logo. Partnering with M/M Paris, who worked with Byredo on their own fragrance, the new logo features a fragmented, stencil-like typeface that will appear on packaging; the perfume labels will stay the same. With perfumes, leather goods and ceramics under one roof, and a bespoke leather and fragrance atelier that will be revealed later this year, the New York boutique not only takes stock of how far Byredo has come, but also serves as a signal of all the beautiful things imminent in its future.