American outpost

The space, designed in collaboration with architects Christian Halleröd, is lined with terrazzo marble-embedded concrete and decorated with antique Swedish woodwork pieces. 

To avoid overwhelming shoppers with too many scents, the candles and fragrances are kept inside a glass counter. ‘A lot of people have introduced scent machines and ways to experience perfume,’ says Gorham. ‘But they’re never true to the way that the fragrance reacts on skin, so I kept that aspect simple.’

While the front of the store welcomes leisurely browsing, a Home-tail space at the back features sofas and desks to encourage dialogue with staff.

The Big Picture: As Byredo looks to expand outside of its core category, the store represents the broad tastes of a retailer’s ideal customer. For more, read our macrotrend The Convergence Economy.