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IKEA TAPS BYREDO’S BEN GORHAM FOR CANDLE COLLABORATION

October 16, 2020
October 16, 2020
Ikea

Just in time for the holiday season, IKEA is dropping a candle collaboration with Byredo founder Ben Gorham called the Osynlig collection. Smell is the sense with the most powerful influence on memory, mood, and emotion. According to the IKEA Life at Home report, people make a strong connection between how they perceive smell and their feeling of home.

“At IKEA we are curious about the senses and the importance they play for people to feel at home. We know that scents can help us create a feeling of safety and intimacy, but what does home smell like? And how can smell be communicated through scented candles? Collaborating with one of the best in the world, Ben Gorham at Byredo gives us the opportunity to explore this further,” says Marcus Engman, Design Manager at IKEA Range and Supply.

The home fragrance category is one of the bright spots in the beauty industry during the pandemic, and the opportunity to access the luxury aesthetic of Byredo at IKEA pricing is sure to sell out. Together with Ben Gorham, IKEA has explored how to make use of the power of scents to create invisible design and to improve life at home. The result is Osynlig (Swedish for “invisible”).

The collection of home fragrances is made to provoke a wide range of emotion—from nostalgia for the things you’ve done to dreams of the things you might do—and, above all, to heighten the experience of being at home.

With this collection, IKEA wants to democratize scent and make it an affordable luxury at a low price. Osynlig brings high-end scent-making within the reach of many people, and the concept of invisible design to a wider audience than ever.

Smell is a very relevant part of the home, and it creates a sense of comfort and security. “We’re trying to develop a ton of smells enforcing the idea that everyone has a different relationship to it, and nothing is right or wrong,” Ben Gorham says.

When the possibilities to adjust the three-dimensional aspects of our homes are limited, invisible design—the use of smell, sound, and light—can offer new and unexpected solutions to the challenges we face in our lives at home today.

“Invisible design is that layer on top of functionality that completes the home, the intangible things like lighting, mood and atmosphere that enable you to have a really emotive, interesting environment,” says James Futcher, Creative Leader at IKEA Osynlig. “It’s this idea that made me think differently about my own home and the opportunity we had in developing Osynlig—it was never about making scented candles as much as it was about encouraging the many people to tap into memories, other abstract things, as they construct their own homes.”

The collection of 13 candles is intended to be mixed and matched and for the vessel to be reused. The hand-formed ceramic vessel is glazed with two colors chosen by Gorham to represent the ingredients the candle contains. The embossed triangle signifies the traditional top, middle, and base note composition of fragrance.

The Ben Gorham x IKEA Osynlig collection is divided into fresh, floral, and woody categories. The range is priced from $4.99 to $24.99 and will be available November 1 in-store and online in all markets worldwide except the Asia-Pacific region, which will start next year.

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