The latest announced IKEA collab definitely has our noses perked up. The home retailer just revealed that they will be pairing with Swedish perfume brand Byredo. What they will be releasing? For now, the brands are staying mum. But the collection will explore the connection between scent and 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," says Ben Gorham, founder of Byredo. "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.”
“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,” Gorham explains. “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.”
While we don't know exactly what cool project the two brands are producing, we are definitely excited to get a whiff of it.