The Byredo IKEA collaboration is an exciting announcement that sees a new partnership between two respected Swedish brands. The unique new collaboration comes just days after IKEA has announced a highly anticipated partnership with multidisciplinary artist and designer Virgil Abloh and his brand Off-White, which will be see the creation of a millennial-focused furniture collection.
Part of IKEA's larger strategy of investing in the future of fragrance in the home, the collaboration will explore common methods of dispensing and the overall "scent of IKEA, if there is one," as stated in the press release.
Both launched in Stockholm, Byredo and IKEA both boast cult-like followings, despite the former only having been launched in 2006 and largely occupying the luxury perfume space, and will jointly release the results in 2019.
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