Westside Angelenos on a mission to make everyone around them swoon needn't travel far. Byredo — the beloved Scandi-chic luxury fragrance house turned beauty and lifestyle powerhouse — just opened a store in the open-air shopping and lifestyle district of Palisades Village.
Following locations in Silverlake and Melrose Avenue, this marks the brand's third standalone store in Los Angeles, which officially opened Friday, August 12. It carries the full range of Byredo perfumes, home fragrances, makeup, body care products, and a selection of Byproduct.
Ben Gorham, Byredo's creative director and founder, says he's interested in showcasing different facets of the Byredo universe as the brand enters into dialogue with various parts of the city that have their own distinctive environment and character.
For Byredo's Pacific Palisades boutique, that means the convergence of the brand's signature minimalist aesthetic with the warm Modernism of California and subtle compliments to the American outdoors. A facade of white brick and glass welcomes the fragrance-obsessed into a light-filled space featuring aluminum-framed vitrines with maple bases stacked on a bent metal sheet table next to polished cabinets and counter units with frosted-colored shelving.
A galvanized metal wall is offset by custom Italian terrazzo flooring, overlaid with a hand-knotted carpet depicting a new iteration of Byredo's alphabet pattern. Meanwhile, Gorham's love of nature comes through via a cowhide couch and potted tree.
Byredo's L.A. expansion comes after the label signed makeup artist Lucia Pica, former global creative director for makeup and color at Chanel, as its new creative image and makeup partner in March. Shortly after, in May, news broke that Byredo had been acquired by Spanish luxury conglomerate Puig for a reported $1 billion. This month, it debuted its first drop with Pica: a 10-piece collection of liquid lipsticks in a palette of tonal nudes.
"What I like about the idea of liquid, is that it takes things back to the start of Byredo, to the perfume. It was the idea of a liquid that transforms the mood and feeling of a person. Byredo perfume is a translation of personal memories; it's an invisible medium of emotion through scent. We want the make-up to be a visible medium of emotion," Pica wrote on Instagram.
Byredo, 15225 Palisades Village Ln, Pacific Palisades, 90272; Monday through Saturday from 11 a.m. to 7 p.m. and Sunday from 11 a.m. to 6 p.m.; (310) 388-1899