IKEA makes perfume now!
Do you already smell or do you still live?
The Swedes among themselves: IKEA has hired the coolest guy in the perfume industry to bring out their own perfume. The founder of the Swedish fragrance label BYREDO, Ben Gorham, makes common cause with the furniture giant. Whether it's going to be a perfume, a pillow spray or a scented candle, or an entire home line, it's not clear yet. The DEFINITIV coolest beauty news of June!
Who makes the IKEA scent?
A post shared by bengorham (@bengorham) on Apr 10, 2017 at 4:10 pm
The Swede Ben Gorham founded his brand BYREDO a few years ago to bring scents from his life in bottles. The name Byredo stands for "by redolence" = through the scent. Gorham's creations are noble, he designs niche fragrances in the price range from 100 euros. The bottles are simple, even reminiscent of Chanel in their black and white line loyalty. Very smart!
The titles of the fragrances play with the memories of Gorham's past: One of his most successful creations is called Gipsy Water. When Ben Gorham lived in Italy, he often watched Roma washing their clothes in the nearby river. Gypsy Water is the result of Gorham's fascination for the Roma and their lifestyle.
With Ikea on this "invisible design"? to work, to make people think about smells is very exciting. I enjoy their openness to new ideas and the experimental nature of what we do.
What should the IKEA perfume smell like?
Logically, home. But does not that smell different for everyone? "I know many people experience a fragrance association when visiting their grandmother's house - whether it's their perfume, flowers or their cooking skills - smell is a very relevant part of any home," Gorham told Lonny magazine.
We guessed it: Gorhams Ikea fragrance will smell like a very stylish home. How to know the mega-cool Byredo founder, also determines a bit wild. Maybe lavender with hints of licorice and vanilla? Or roses with rosemary and lime? He'll come up with something. And we storm the branches? but only at the end of 2019, when the IKEA scent will appear?
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