Last week, Off-White founder and designer Virgil Abloh has come up with his own version of IKEA FRAKTA tote bag. Now, get ready for another one. Except, this time, it’s not another redesigned IKEA bag but rather a new scent concocted by indie fragrance brand Byredo.
According to a press release from IKEA, the Swedish furniture company is “curious to explore the scent of IKEA, if there is one”. IKEA also stated on its blog that they (Ben Gorham and IKEA) are “exploring a democratic approach to smell”.
“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,” said Ben Gorham, a former professional basketball player who is now a founder of Stockholm-based Byredo since 2006.
Gorham himself has also uploaded a post to Instagram with an ambiguous caption that reads “SCALE“.