Ikea is creating limited edition ‘scents’ with perfume brand Byredo

Ikea’s next foray into the home decor space will involve a number of scents created in partnership with Swedish perfume brand Byredo.

In a post that’s light on details, the global home furnishings giant said that the company is pairing up with Byredo founder Ben Gorham to explore new ways of bringing scent into homes everywhere.

“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. 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,” Gotham stated. “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.”

While Ikea hasn’t explicitly stated how exactly these scents will be packaged and sold, it did say that the “aromatic collab” could lead to a product that smells like the retailer’s Swedish cinnamon buns.

Ikea also recently announced that it is partnering with Virgil Abloh, founder of fashion brand Off-White, to create a collection of furniture that will appeal to millennials.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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