Having enjoyed success with a concession within Harvey Nichols’ department store at Victoria Leeds that prompted ownership of a full-standalone store at the mall, luxury lifestyle brand Byredo has now added a London Covent Garden flagship to its retail roster.
Its latest store, within the area’s Piazza, becomes “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”, no less.
The two-floor space is a “curated environment where fragrance, beauty and design converge”.
Designed areas range of candle niches in warm wood and mustard tones to sculptural displays including eau de parfums to hair perfumes, room sprays and beyond.
Anchoring the ground floor, a Blanket Bar showcases woven pieces made from virgin wool and cashmere “rooted in the codes of Swedish textile heritage”, while bespoke Kasthall rugs are inspired by the Röllakan weaving technique and coloured in Byredo’s signature palette.
The store’s interior features include brushed steel, soft lighting, pale wood, granite and stone. The lower ground has a more intimate setting to host fragrance consultations and “personal rituals”, as well as a dedicated space for Byproduct – the brand’s design-led collection of functional pieces “that extend the narrative of scent through form”.
