Byredo’s New NYC Flagship Goes Beyond the Fragrance Counter

Photo by: Adrian Gaut

 

Byredo’s niche fragrances have inspired cultish devotion since the the house was founded in 2006, but until now, fans could only sample them at department store counters and boutiques — or make a pilgrimage to the Byredo store in the brand’s native Stockholm. But that’s all about to change with the opening of Byredo’s new NYC flagship at 62 Wooster Street in SoHo. The 1,345-square foot space is about eight times the size of the original boutique in Sweden, and brings together Byredo’s beauty offerings with its newly launched leather goods and accessories. 

 

“This is the first time Byredo’s universe is presented in its entirety,” says founder and creative director Ben 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. Beyond the brand’s aesthetic backdrop, the shop will be a place where you can take your time to explore our products and their reason for being.”

 

 

Gorham is currently working on a new scent that will be exclusive to the SoHo store and will feature leather notes as a nod to the bags that line the boutique’s walls. Though the space is as sleek and minimalist as the brand’s black and white fragrance bottles, you’ll be tempted to stick around — whether you’re busy inhaling every single one of the covetable scented candles, or kicking back on the pony hair upholstered sofa in the sunlit back room.