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October 2018

Byredo: Finally, the shop has arrived

Sandra Serpero

The Swedish perfume house founded by Ben Gorham has just opened its first Parisian boutique in the chic rue Saint Honoré. After opening stores in Stockholm, New York and London, Byredo now bewitches Parisians with its singular, madly addictive olfactory creations. In the image of the brand, this address, which covers 200 m2 and two levels, has taken care of its aesthetics. Designed by the M/M Paris studio in duo with Ben Gorham, this flagship, designed as an art gallery, features black and white wallpaper on its walls, a mix of wood, terrazzo and polished aluminium and displays Ben Gorham’s ultra-design furniture. On the elegant displays, you will find the entire Byredo universe with perfumes, home fragrances, leather goods and also a selection of unexpected objects. A favourite is the house’s latest fragrance, Eleventh Hour, which blends powerful notes of Timur berry, fig and tonka bean. And for even more of Byredo, head for the Marais (11 rue Debelleyme), where a pop up store staged in the spirit of “extreme camping” takes us into wild nature until the end of December. On the agenda, menus by Jean Imbert, little snacks from Wild and the Moon and exclusive products. The final result? Just wow!
Byredo, 199 rue Saint Honoré, Paris 1. www.byredo.com

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