A branch from the “perfume perfection” tree has just expanded its leaves to Costa Mesa, California. For the past 18 years, Stockholm’s booming laurel has spread its name all around Europe and Canada, and now Western America is getting a personal introduction. On the first day in November 2023, Byredo opened its doors to invitees of their exclusive opening event, and we here at NOBLEMAN were honored to be present.
As a magazine that loves sustainability, as well as substance and taste, Byredo’s evening opening event felt aligned with the stars. From taking our first steps into the modern-focus design space, we had the chance to speak with multiple upper-level executives from Byredo’s team – all of whom had flown in from many separate locations to show their support. Each one had something special to share with us, whether it had been about their personal experience with the brand, or the seamless knowledge of why we were standing where we were at that moment in time.
Growing in conversation throughout the night, we were let in on the beauty that lives in Byredo. As we walked from one corner of the store to the other, we listened eagerly, learning detail after detail of what makes their story just that; theirs. At the heart of it is founder, Ben Gorham, the man who has made his memories into scents and has found a way to successfully share them with the globe. As a graduate in fine arts, it was never his original dream to have a place in the perfume world, however, by the hands of the relationships that were built around him, he found himself wanting to bring something different to it — something deeper than just an ever-fleeting fragrance.
Each perfume is layered with thought-filled memories and only the most intentional ingredients. It has been Gorham’s aim for each one to be the pure essence of the nostalgia that lives in his mind and heart of all the life he’s lived. Each scent can be layered with one another, bringing to life a new smell out of old, showcasing an opportunity for all the future memories that lay ahead.
Byredo has grown up and through the fragrance space, however, they don’t seem to want to stay still in their one well-known industry. Throughout these last few years, Gorham’s dream has broken through barriers, offering products in make-up, home, leather goods, and accessories — all centered around the same idea; modern luxury can be consistently and constantly expanded and renewed.
Altogether, we are waiting on the edge of our seats to see what this European trophy has up their sleeve. They have shown us just how vital it is to know your roots and the importance of all the life that has been lived before us. We encourage you to take a step into their new location in South Coast Plaza and experience the beauty of Byredo for yourself.
Words by Lauren DeSpain
