At long last, Byredo has arrived in London. Following outposts at home base Stockholm and New York City, the cult fragrance brand has opened a flagship store in the city’s popular shopping area of Soho. The store occupies a 19th century building on the corner of Lexington Street and Beak Street, and features 200 sqm. (2,153 sq.ft.) of retail space set across three floors. Byredo‘s creative director Ben Gorham once again tapped Stockholm-based architect Christian Halleröd to create a matching interior design. The building has been entirely stripped in order to modify the layout and create fitting settings that resonate the company’s brand identity. The façade dons a pristine white hue that makes the building stand out from the surrounding area, and extends on the walls and ceilings throughout the premises.
On the ground floor it’s paired with terrazzo flooring and an eclectic variety of furnishings, including cabinets crafted from glass and aluminium, metal displays tables that somewhat mimic hospital furnishings, and in stark contrast, a number of wooden displays. A small sink is situated in an alcove. An elegant terrazzo-clad staircase leads to the second floor, and here, the austerity makes way for a softer vibe due to a bigger infusion of wood. Furnishings comprise of sleek glass cabinets on stone stilts, a sofa and chair made of timber, in addition to floor-to-ceiling shelving in the same material. The new Byredo store carries the brand’s full range of fragrances and leather bags. The third floor is designated as a gallery space where Gorham’s multi-faceted scope on art, design and lifestyle will take shape in a rotation of exhibitions, presentations and other events.
Byredo
40 Lexington Street (Soho)
London W1F 0LN
Telephone: +44 20 71998450
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