The En Doft store is a retail space in Stockholm designed by All Matters Studio for the Swedish-Danish fragrance brand. Located in the Södermalm district, the project involves the transformation of a former flower shop into a combined retail and exhibition space. The layout is kept open, allowing products to be displayed across a series of surfaces rather than within enclosed shelving systems.
The interior uses a restrained palette of wood, aluminium, and stone, applied across floors, walls, and display elements. Materials are left exposed with minimal surface treatment, creating a consistent finish throughout the space. The store is designed to accommodate events and installations alongside retail use, with flexible layouts that can be adjusted over time. The environment is defined by clean lines and low detailing, allowing fragrance products to be presented within a simplified spatial setting focused on material and proportion.
Image Credit: Andy Liffner
What's Driving This Trend
- Minimalist Material Retail
- A restrained palette of exposed wood, stone, and aluminium is creating environments that prioritize material honesty over decorative branding, enabling new product presentation formats centered on texture and proportion.
- Multiuse Retail Exhibition
- Flexible open-plan layouts that blend retail and exhibition functions are encouraging temporal curation and programmable retail experiences adaptable to events and installations.
- Scent-conscious Spatial Design
- Stores designed with minimal scent profiles and clean-lined architecture are shifting focus toward tactile and visual product cues, reframing how olfactory brands communicate value in physical spaces.
Who This Affects Most
- Retail Interior Design
- Design firms specializing in pared-back materiality are positioned to rethink fixtures and modular systems that support both display and exhibition without relying on traditional shelving.
- Fragrance and Personal Care
- Brands in scent-driven categories are increasingly exploring environment-led storytelling where neutral atmospheres amplify product narratives through material and proportion rather than scent alone.
- Experiential Events and Popups
- Event operators focusing on intimate, design-forward activations are finding opportunities in spaces that convert seamlessly between sales floor and curated exhibition for short-term programming.
