Beyond the smell: fragrance brand Byredo opens new boutique in the heart of New York

Swedish brand Byredo cannot be reduced to its predominant activity of marketing and selling perfumes. It has indeed undertaken many different projects, including the launch of an accessory line earlier this year, and therefore embodies a general état d’esprit

(Image credit: press)

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.

Beyond the smell: fragrance brand Byredo opens new boutique New York

At the core of the brand's ambition lies a desire to bear good taste in all matters; and this endeavour manifested itself in its newest New York store achieved by creative director Ben Gorham and architect Christian Halleröd

(Image credit: press)

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

ADDRESS

62 Wooster Street
New York 10013

VIEW GOOGLE MAPS

TOPICS

Pei-Ru Keh is a former US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru held various titles at Wallpaper* between 2007 and 2023. She reports on design, tech, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru took a key role in championing diversity and representation within Wallpaper's content pillars, actively seeking out stories that reflect a wide range of perspectives. She lives in Brooklyn with her husband and two children, and is currently learning how to drive.