Ikea has announced it will partner with niche fragrance brand Byredo on a forthcoming project that explores how scent can be used creatively within the home.
Dubbed “invisible design”, product details are scarce apart from a 2019 launch date and a rumoured cinnamon-bun scent. But Byredo founder Ben Gorham (who also worked on Swedish fashion brand & Other Stories’ bath and bodycare line) hopes the concept will get people thinking and talking about fragrances and the feelings they evoke.
“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 told Ikea Today. “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.”
Fragrance is beginning to play a larger role in homes and workspaces –from aromatherapy-inspired sleep mists (see Beauty 360), to luxury home-fragrance products like Parisian brand Diptyque’s new hourglass diffusers (see The New Rules of Luxury: Elevating Beauty). This collaboration points to a new opportunity for mass-market retailers to team up with artisan fragrance brands on conceptual, scent-based products and experiences.