Liberty Meets

Ben Gorham

The brains behind Byredo talks fragrance memories as he launches Heliotropia, an exclusive, Liberty-inspired scent

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As the brains (and nose) behind cult brand Byredo, Ben Gorham knows a thing or two about standing out in the world of scent. Calling upon Liberty’s iconic timber building as inspiration for his latest project, Gorham has created an exclusive with a unique twist. . .

“My earliest memory of smell is the way I remember my father smelling. He wore a typical cologne of the time, and my first fragrance for Byredo was actually based on this memory. Liberty is among a small group of stores that we partnered with from day one; they’ve been great supporters and communicators of the brand, and we also share many ideas with regards to creativity. This fragrance is completely unique and, even though it takes into consideration the rich history of Liberty, it is primarily a contemporary expression. I took inspiration for the fragrance from not only the physical place at Liberty but from the unique approach the team have when it comes to selection and curation.

The opening of the fragrance evokes a clear image of traditional Liberty floral patterns, while the mid notes are quirky and meant to represent the personal and curated Liberty approach. The base notes (agar wood and white birch) are an interpretation of the massive wood structure that the building still carries.

The heliotrope accord is one of the main ingredients and is very important to the project. ‘Tropia’ is a reference to utopia as a very pure and elevated idea.”

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