You know that scene from ‘How To Lose A Guy In 10 Days’, when Matthew McConaughey‘s character is convincing his douchelord boss that ‘Frost yourself’ is a great advertising slogan for a diamond brand?
Well, IKEA is releasing a scent – yep, the thing you spray on yourself to smell presentable – and the slogan had goddamn better me ‘Malm yourself’.
A v. strange collaboration with high end Swedish fragrance house Byredo, the makers of cult scent Gypsy Water, there’s no word on what the hell an IKEA parfum will actually smell like but our vote is meatballs. Or the sweet scent of a catalogue. Or notes of blue plastic.
That said, the flatpack giant *did* hint at warm cinnamon buns in its press release, calling the early stages of development for the collab – which will apparently feature both candles and scents for the home – “mouth-watering!”.
“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,” says Byredo’s founder Ben Gorham. “I think we’re working on using scent to communicate emotions and tell stories of people, culture and design. It’s a layer we’ve imagined can add a very intimate experience to this scale that IKEA works in.”
With Byredo’s fragrances averaging at AU$230 for a bottle of parfum and AU$84 for a candle, you better hope IKEA price-drops that shit.
We’ll keep you updated on this most strange of partnerships.
Source and photo: IKEA.
