Image credits: Morgan Norman

The sweet scent of IKEA and Byredo

Get your noses ready – yes, your noses. IKEA and Ben Gorham, founder of Swedish perfume brand Byredo, are together launching a limited edition collection of… well, it’s still a surprise, but we can all anticipate something scented.

Smell is everywhere. But very rarely do we think about it in the context of aesthetics and interior design. IKEA and Ben are exploring new ways of bringing scent into the home.

“I know most people have associations of visiting their grandmother’s house – whether it’s her perfume or the flowers or her cooking – smell is a very relevant part of the home. It creates a sense of comfort and security. We seldom speak of it and I think this project enforces that as well: getting people to think about smell,” Ben explains.

Ben established Swedish perfume house, Byredo about 10 years ago after a coincidental meeting with a perfumer. He’d just graduated from the Stockholm Art School.

We’re trying to develop a ton of smells enforcing the idea that everyone has a different relationship to it, and nothing is right or wrong.

“I was fascinated by the possibilities tied to smell. I asked this person to translate memories of mine into different scents as a creative project. This newfound interest grew into an obsession.”

Founder of Byredo Ben Gorham
Founder of Byredo Ben Gorham Photo credLMorgan Norman

Ben and IKEA are exploring a democratic approach to smell.

“We’re trying to develop a ton of smells enforcing the idea that everyone has a different relationship to it, and nothing is right or wrong,” Ben explains.

Today we got a sneak peak of what this aromatic collab might turn into: a whiff of the more than well-known Swedish cinnamon buns permeates the hallways of IKEA of Sweden (it’s mouth-watering!).

“I think we’re working on using scent to communicate emotions and tell stories of people, culture and design. It’s a layer we’ve imagined can add a very intimate experience to this scale that IKEA works in.”

We can’t wait what to smell next!

You’ve seen the teaser, now he’s here…