In a bold move, leading luxury fragrance and lifestyle brand BYREDO has opened its latest flagship store in the heart of Tokyo’s prestigious Omotesando dori, the city’s renowned “Golden Mile” of upscale shopping. Nestled amongst a maze of alleys lined with boutiques of esteemed global brands, the new BYREDO outpost occupies a unit within a modern three-story structure, offering an immersive brand experience inspired by Tokyo’s eclectic culture.
The store’s interior design strikes a delicate balance between clean minimalism and captivating visual elements. While the overall setting is understated and refined, the hand-painted ceiling by Swedish artist Miriam Eklöf of paint studio Hemqultur, along with assistant painter Ulrika Svensson of Ikas Kulturmåler, creates a stunning decorative backdrop that infuses the space with Eklöf’s distinctive interpretation of Swedish decorative art and traditional colors.
Complementing the cultured ambiance are a carefully curated selection of design objects, primarily from Swedish brands and artisans. These include a rare tapestry by artist Märta Måås-Fjetterström, a vintage Alvar Aalto sofa for Artek, a custom-made Kasthall carpet, and a bespoke root wood table handcrafted by a local artisan. These design elements harmonize seamlessly with the honed granite floors and grey hammered furniture pieces that define the retail space.
Anchoring the setting are large sculptural stone volumes that form the central sink and display units, while paneled walls in a beige hue and lacquered cherry wood further enhance the textural variety of the interior. The new BYREDO flagship carries the brand’s full collection of fragrances, makeup, body care, and home products, as well as a selection of Byproduct items.
