IKEA Is Launching a Fragrance, and No, It Won’t Smell Like Meatballs (But You Will Recognize the Scent)

There’s something in the air at IKEA.

The Swedish furniture giant recently announced a slew of upcoming collaborations — including a line of furniture with a fashion designer favorited by Bella Hadid and Justin Bieber — the most unexpected of which is a fragrance crafted alongside Swedish perfumer Byredo, to be released in 2019.

In a statement, IKEA notes the move toward “invisible design” (that is, a product that evokes a style or mood without seeing anything) was inspired by the link between scent and memory. “I know most people have associations of visiting their grandmother’s house – whether it’s her perfume or the flowers or her cooking – smell is a very relevant part of the home. It creates a sense of comfort and security,” Byredo’s founder Ben Gorham says.

Although many details are still under wraps, IKEA does tease one of the proposed smells that captures the best part of a visit to the store: the post-checkout snack.’

 

SOURCEIKEA Is Launching a Fragrance, and No, It Won’t Smell Like Meatballs (But You Will Recognize the Scent)

 

Posted in Annoucer Blogs, News, Stacey Lazor

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