Last night, Byredo celebrated the opening of the brand’s official European flagship, and first London store, on Lexington Street in the heart of Soho, during London Fashion Week. The 200 m2 new London retail destination, set over two floors in a five-storey building, houses the full range of products encompassing fragrance, beauty, leather goods, and eyewear. In addition, a 100 square meter gallery space will be used as a platform for presenting collaborative projects.
– I always imagined Byredo would have a store in London. You could say this project is ten years in the making, says founder and creative director Ben Gorham.
Guests at the opening cocktail included Jefferson Hack, Isabella Burley, Alexa Chung, Isamaya French, Charlie Casely-Hayford, Pat McGrath, Tim Blanks, Derek Blasberg, Michel Gaubert, and Jack Flanagan.
Founders Jens Grede and Erik Torstensson took over the iconic Indochine, to celebrate the launch of the brand’s coming collaboration with friend and muse Jordan Barrett. The restaurant’s notorious decor was transformed further into a playful urban jungle, with palms and plants creating a tropical paradise, when guests, including a crowd of friends, family and the industry’s finest, such as Derek Blasberg, Inez & Vinoodh, Rachel Zoe, Waris Ahluwalia, Peter Dundas, Imaan Hammam, and more, showed up.