Exclusive: Get a First Look at Byredo’s Camping-Inspired Perfume Pop-Up in Paris
Tonight in Le Marais, Byredo opened the doors to its three-month-long perfumery pop-up, Eleventh Hour. And despite the Paris neighborhood’s well-documented savoir faire, it was still complete pandemonium outside the petit industrial space, with the cult brand’s devotees and curious passers-by alike stopping by to inspect the highly curated window displays and catch a glimpse of the brand’s founder, Ben Gorham.
Named after the Swedish luxury fragrance house’s latest scent of the same name—otherwise known as the “last perfume on earth” with its dystopian-inspired yet “hopeful” bouquet of Nepalese pepper (or ban timmur), ripe wild fig, and tonka bean—the wood-saturated space is a quite literal ode to the art of infiltrating the great outdoors. “With this new fragrance, I had an excuse to do something new and the idea that came to me was this very modern, Byredo-esque American camping store,” says Gorham with a laugh, gesturing to the store’s pouches of raw granola, throngs of cocoon-like hanging sleeping bags, and shelves of titanium open-fire cookware nestled between Byredo’s latest collection of eau de parfums, hair perfume, and hand creams.
An avid outdoorsman, Gorham’s journey into the wild began as a globe-trotting child. Born in Stockholm to an Indian mother and Canadian father, his grandfather driving their family out to camping grounds of Lake Louise in western Canada is among his fondest memories. “Looking back on those times, it hits you right in the heart,” says Gorham, recalling simple days spent stargazing, gathering around bonfires, and sleeping in canvas tents. And with these sentiments in mind, Gorham set out to imbue Byredo’s aesthetic and enthusiasm for the senses into the outdoor lifestyle, from Eleventh Hour’s evocative aromatic elements to handpicking products symbolic of camping culture (Stanley thermos bottles! Vargo pots! JJJJound cutting boards!) to collaborating with renowned French chef Jean Imbert on an evolving menu of freeze-dried delicacies. “It was our first time working around taste, which is another sense and facet to add to the brand,” explains Gorham of the latter. “It’s high-level food made utilitarian.” Not to mention, the multi-hyphenate creative is flexing his sartorial prowess yet again, collaborating with Swedish fashion brand Our Legacy on 11-emblazoned offerings, such as sleek, long-sleeved T-shirts and duffel bags. The bottom line? Roughing it has never looked, smelled, or tasted so good.
The Eleventh Hour pop-up will run through December, with new product drops each week, at 11 Rue Debelleyme, 75003, Paris.
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