BYREDO, The Market Building

BYREDO is a modern European luxury house founded in 2006 by Ben Gorham as a creative project around smells and memory. In contrast to Scandinavian aesthetics, BYREDO carries clear ethnic influences from Ben’s Indian background with strong ties to creativity, art and lifestyle and has established a unique position in the market.

Set among the storied streets of Covent Garden, Byredo opens its latest store – an architectural composition of memory, materiality and motion. Conceived as a moment of stillness within the city’s rhythm, the space invites quiet immersion – a sensory interlude shaped by light, texture and form.

Unfolding over two considered floors, the store reflects Byredo’s complete universe – a curated environment where fragrance, beauty and design converge. Each area is conceived with precision: from candle niches in warm wood and mustard tones, to sculptural displays dedicated to Byredo’s olfactive world – from Eau de Parfums to hair perfumes, room sprays and beyond. Anchoring the ground floor, the Blanket Bar offers an invitation to tactile indulgence – showcasing woven pieces crafted from virgin wool and cashmere, rooted in the codes of Swedish textile heritage. Echoing their softness underfoot, bespoke Kasthall rugs – inspired by the Röllakan weaving technique and coloured in Byredo’s signature palette – lend texture and chromatic depth, subtly grounding the space in material continuity.