We probably shouldn’t admit this in such a broad forum, but we’re a bit thirsty for the Swedish founder of It girl-beloved fragrance company Byredo. His name is Ben Gorham, and he makes us want to spray Rose Of No Man’s Land all over our bodies and hope the scent calls to him like a siren song. Our Ben-centric fantasies, while a bit off topic, are relevant to this post only because he, in all of his presumed (based solely on his appearance) genius, has decided to collaborate with our other favorite Swedish brand, Ikea, on what they’re calling “invisible design.”
The partnership will essentially explore the use of scent in the creation of the concept of home, but we’ll let our fantasy boyfriend explain it in his own words: “I know most people have associations of visiting their grandmother’s house—whether it’s her perfume or the flowers or her cooking—smell is a very relevant part of the home,” Ben tells IKEA Today. “It creates a sense of comfort and security. We seldom speak of it and I think this project enforces that as well: getting people to think about smell. 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. I think 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.”
Whatever you say, boo, just count us in. Exact product details are still under wraps, but we’ll keep you posted on further pillow talk—ahem—official details as they emerge. In the meantime, you’re welcome for this.
