Byredo Puts Down Roots in Miami

Byredo Puts Down Roots in Miami

The pop-up marks founder Ben Gorham's first foray into photography.

The pop-up marks founder Ben Gorham's first foray into photography.

Text: SAMUEL ANDERSON

If a fragrance is a link between the material and immaterial, then Byredo is equally concerned with both sides of the equation. Signature scents like Gypsy Water and Rose of No Man's Land evoke the various natural landscapes in which founder Ben Gorham has made camp, from the outskirts of Mumbai to the wilds of Canada. While he has built a brand on sense memory, Gorham recently began documenting his travels on a high-powered digital camera.  The result was a travelogue of North America that is now on display at the brand’s latest expansion—a pop-up shop in Miami’s Design District, officially opening today.

Multi-layered origin stories, Gorham’s photos of uninhabited landscapes, displayed in light boxes throughout, are transposed over archival sports photos in reference to Gorham’s past life as a pro basketball player in Sweden. The store itself also reflects the raw material of the brand; exposed wood beams showcase both Gorham’s nostalgic photos and the finished Byredo product, from handbags to candles.

While under-construction aesthetic reflects a work-in-progress, Gorham says the store has been in the works for years. “I’d say it’s been a project six or seven years in the making,” he says. “As we started expanding, Miami was on that list—Because of the luxury context, but also that mix of ideas and progression.” The Miami store is not the only construction job Gorham is overseeing; from Miami, he flies to Shanghai to open its first Chinese outpost. He’s also currently knee-deep on the construction of his future home in Sweden—a project that’s admittedly progressing slower than his brand. “That’s the million dollar question; but I’d imagine another probably two years of work,” he says. “It’s turning into more of a compound. So I’m trying to stay on top of it.”

Despite his own zigzagging backstory, Gorham says he doesn't have plans of pursuing photojournalism. “I think the photography was probably the last component for me in this, and I maybe underestimated it," he says. "I think [the photos] in this project to lend a very personal perspective, but I’m not really a photographer. I think there’s way more interesting photographs in the world to look at."

See inside Gorham's Miami vision, open until May 31, below.

Bryedo Miami

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