Byredo brings latest fragrance launch to Selfridges with new pop-up
Byredo has partnered with Selfridges to celebrate the launch of its latest fragrance, Future Memories, with an immersive pop-up running until 26 August.
Visitors can explore and sample Byredo’s fragrance collection, with a focus on Future Memories - an “ambery green musky” scent built around a modern, textured vanilla. The fragrance is designed to move between freshness and warmth, balancing lightness with depth.
The activation will also feature Future Self Portraits by illustrator Lena Yokoyama on 18 and 20-23 August, from 10am onwards. Visitors can enjoy an exclusive gift with purchase, as well as a dedicated photo moment designed to capture the experience.
Founded in Stockholm in 2006 by Ben Gorham, Byredo was established with the aim of translating memories and emotions into products and experiences. The brand has since expanded across fragrance, makeup, home, leather goods and accessories, and is sold in more than 40 countries.
Gorham stepped away from Byredo at the end of June 2025, following the luxury brand’s acquisition by Puig.
The activation comes after Byredo relocated its London flagship to Covent Garden at the end of 2025. Spanning two floors, the new store brings together the brand’s fragrance, beauty and design collections in a setting intended to reflect its wider creative identity.
