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Ikea Partners with Byredo on a New Line of ‘Invisible’ Fragrance – ts.kux.de

Ikea Partners with Byredo on a New Line of ‘Invisible’ Fragrance

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Ikea is on a streak of unlikely collaborations. Following last week’s announcement of a new partnership with Off-White creative director Virgil Abloh, the Swedish retailer has confirmed its working on a line of fragrance with cult lifestyle brand Byredo. Hoping to establish a specific Ikea scent, Byredo founder Ben Gorham has been tasked with finding unique ways to integrate the dimension of smell in the home that going beyond simply lighting a candle.

Gorham has been analyzing the results of Ikea’s Life at Home investigation (which explores how smell can affect mood, memory, and emotion), to create the new collaborative range that’s slated to launch in 2019. Ikea’s design manager, Marcus Engman was the first to pose the question what does home smell like? and singled Gorham out for the job. “At Ikea, we are curious about the senses and the importance they play for people to feel at home. We know that scents can help us create a feeling of safely and intimacy, but what does home smell like? And how can smell be communicated beyond scented candles?,” said Engman today in a statement. “Collaborating with one of the best in the world, Ben Gorham at Byredo gives us the opportunity to explore this further.”

In the same release, Gorham added that he was excited to work the retailer, which is the largest purveyor of furniture and homewares in the world: “I feel people just don’t reflect enough when it comes to scent, but smell is a very relevant part of our life and also the home,” he said. “To collaborate on this idea of ‘invisible design’ with Ikea, getting people to think about smell is very exciting. I enjoy their openness to new ideas and the experimental nature of what we’re doing.”

To catch a first glimpse at the new project, follow along on Ikea’s blog here.

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prev link: https://www.crfashionbook.com/beauty/a10011147/ikea-byredo/
createdAt:Mon, 12 Jun 2017 16:16:07 +0000
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