Londoners can now shop Byredo’s entire product line under one minimalist roof at the newly opened flagship boutique in Soho. The capacious standalone Byredo shop, cited by founder Ben Gorham as “ten years in the making” is spread over three floors and showcases an ever-expanding range of fragrance, beauty, eyewear and leather accessories.

Like Byredo’s branding, the boutique is elegant, clean and modern, designed by architect Christian Halleröd. Redolent of the New York store, it incorporates speckled terrazzo-clad floors and sculptural glass block walls, with products curated on aluminum counters. There is also a top floor gallery space, which will be used to host special events and collaborative projects.

Byredo was founded by former professional basketball player and art school graduate Ben Gorham in 2006 and broke the olfactory mould with its much emulated, minimalist packaging and emotive fragrance, with appealing names like bestselling Gypsy Water, Blanche and Bal d’Afrique, which celebrates the arrival of African culture in Paris, circa the 1920s.

Gorham is fascinated by the relationship between scent and memory and refers to each fragrance as a ‘story’, translated into relatable scents by master-noses Jérôme Epinette and Olivia Giacobetti. The brand has become a thoroughly modern emblem of good taste and Gorham the unlikely, tattooed maverick of the fragrance world.

Byredo has since expanded into scented lotions, home fragrance, quietly cool handbags (free of hardware or branding) and eyewear, while previous olfactory collaborations include M/M (Paris) and most recently Virgil Abloh. The new boutique bolsters Byredo’s presence in London and captures the heart and character of the Swedish brand, which is also expected to unveil a new beauty line later this year.