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Ben Gorham is a man on a mission, not only to create an inimitable range of artisanal fragrances, but also matching retail spaces to showcase them. After opening up shop at homebase Stockholm, Gorman’s cult brand Byredo has launched an outpost in Soho a little while ago, and it’s arguably the neighbourhood where his quirky concoctions are most appreciated after his hometown. Located on Wooster street, the store occupies 1,345 sq.ft. [125 sqm.] and features an interior design by Gorham in collab with Swedish architect Christian Halleröd. The aesthetic is typically understated Scandinavian, featuring lots of light wood, a reflection of gorham’s fondness of the material, but also sees it captured in materials and a different kind of layering that betray a hybrid sense of style.

Floors and walls are clad in a custom Italian terrazzo with Canadian douglas fir ceiling beams framing a large monumental glass block structure in the very center of the retail space. additionally, polished aluminum is also a reoccurring material throughout the Swish premises. Mind you, a separate space for private appointments, as well as a bespoke leather and fragrance atelier, will launch later this year. The new Byredo boutique in New York City demonstrates an expansion of the brand’s retail operations on more than one level as it will additionally showcase a new range of collab products that Gorham has been meticulously working on for quite some time, including leather goods and eyewear collections.

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