“Being born and raised in Sweden, IKEA [has] essentially been a part of my life since birth, like most Swedish people,” Gorham told
. “It’s affected us and been a part of our homes in one way or another. I think the opportunity for me to work with IKEA was extremely exciting. Partially because the company Byredo that I founded 15 years ago has worked in a very personal, subjective manner when it comes to translating memories into smells. And this project with IKEA, not only have I been able to utilize the processes and the philosophies of the IKEA organization and structure, we have also been able to approach the idea of smell in the home as a completely democratic process involving maybe hundreds of people and data, creators, and focus groups, to understand how we could create a system or spectrum of smells that appealed to many, many people.”
, the collection is dubbed OSYNLIG and will feature 13 scented candles across fresh, floral and woody categories. Prices will range from $4.99 to $24.99.
“The things he makes are very high-end, so it was also appealing to be able to take his knowledge and apply it at scale in a way that democratizes it,” James Futcher, creative leader, IKEA,
“It would have been ‘lagom’ to just make one or two that appealed to almost everyone, but with so many distinct scents you have the opportunity to try them and find one you really, really like, one that hopefully provokes a memory for you.”
The collection is available now in store and online at IKEA.
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