‘I have spend a lot of time in Miami, as a holiday spot, with chunks of time in a go, so I’ve seen the Design District develop over the years,’ says Byredo founder Ben Gorham, on why he chose the sunny Floridian spot for the Swedish brand’s latest installation. The wooden pop-up structure is a personal project for Gorham, opening in the expanding district just in time to welcome the international fashion, art and design crowd flocking to visit Design Miami and Art Basel.

The simple framework evokes a sense of a home with separate rooms and staircases that lead to nowhere, representing human obsession with house-ownership. Appealing to our sensibilities was high on Gorham’s agenda: ‘wood is honest, its human, in a way that metal – another material we use quite often – isn’t’. Gorham’s affinity with nature has defined much of the brand’s work over the years, and here he reiterates it in a major part of the installation’s narrative, creating an organic experience for the visitor while they meander through the wooden architecture.

Byredo Miami 2018

In the window frames of the structure, Gorham has added his own photography of American adventures; a layering of natural landscapes, sports and athletics (he was a Swedish basketball star in the past). These windows into Gorham’s life reflect how he spent much of his time in the US. It’s the first time he has ever showcased his photography, and he wanted to create an aura of personal nostalgia among the fragrances, leather and eyewear on sale.

Its all full circle for Gorham. ‘Designing these installations is not dissimilar from creating a fragrance or a bag – it’s all about the process,’ he says of the storytelling space, that will remain open until May. But this isn’t it for Byredo’s Miami presence, as a permanent store is high on the list too. Watch this space. §

See more highlights from Miami here