Byredo ByProduct 43:
Olfactive Stéréophonique
A concept case study exploring how space
can be designed around scent and sound.
My role:
Concept, spatial design, art direction,
and rendering. Self-initiated.
Made with:
Cinema 4D, Redshift, SketchUp, Figma, Adobe Creative Suite.
* Not affiliated with or endorsed by Byredo or OJAS.
  1. 03Concept description
  2. 04Olfactive Stéréophonique
  3. 05Store review
  4. 06Materials + color
  5. 07Shape language
  6. 08Ground level
  7. 13Lower level
  8. 19Appendix
  9. 21Credits
Table of contents
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Concept description:
A Byredo × OJAS retail concept set in a 5,000 sq ft (appx) cast-iron duplex in SoHo, NYC.
The plan resolves as a real one would: stock, staff, circulation, egress, and music operation all accounted for. Because the pairing of scent and sound is the focus, Byredo Beauty is left out.
Concept description
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Scent and sound transcend.
Space is designed to house the incarnation.
Description
Olfactive Stéréophonique is an experimental and revolutionary fragrance diffuser collaboration between Ben Gorham’s Byredo fragrances and master speaker brand, Ojas. Devon Turnbull uses speaker design theory and Byredo’s evocative scents to manifest a transcendent meditative and ritualistic sensory experience.
Byproduct 43: Olfactive Stéréophonique
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Store review:
Byredo's global retail, developed by Ben Gorham with Stockholm architect Christian Halleröd, follows a consistent method rather than a repeated template.

The existing shell stays largely as found. The logo goes on the façade, and the interior is built from a fixed material vocabulary — terrazzo, raw and polished aluminium, wood — recomposed each time against what the building and the city already give.

The result is a family of stores that read as one brand without any two being the same. Locality enters through the building itself rather than through applied local motifs.

This set the precedent here: work with the structure as found, and let the constraint produce the distinction.

Store review
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05 / 21
Materials + color:
A material palette built on contrast: cold and warm, rough and wet, absorbing and reflecting.

Cast concrete, polished steel, cast resin, wool felt, high-gloss lacquer, and the OJAS system. Each surface tuned to how the room should feel, and to set scent against sound.

For this collaboration, three bold colors are added to Byredo's palette, derived from the Ojas device.

Green
#55D856
Blue
#56B3E4
Red
#FD2F28
Materials + color
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Shape language:
Arches and circles come from the Byredo cap and the speaker cone; an angled cut, drawn from the logo, recurs throughout.
Arch
Byredo's domed cap. Repeats as openings, thresholds,
and points of compression between rooms.
Round
The OJAS speaker round shape is found on the lower level
to echo the music focus.
Angle
The custom Byredo typeface contains angles that have
been incorporated into elements.
Shape language
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Ground floor plans
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STAIRS
FRAGRANCE CABINET
SCENT STATION
ELEVATOR
EXCLUSIVE SETS
ROOM DIVIDER
BYPRODUCT
CASE
SEATING
21'11" X 76'5"
SINK
LOTION + BODYWASH
OPEN TO BELOW
BRAND
VISUAL
FEATURED
FRAGRANCE CABINET
Ground level:
At street level the store leads with scent. A fragrance
tester unit meets visitors on arrival, with exclusive sets, Byproducts, lotion, and body wash set out across the room. Seating at the far end offers a pause, and a pop of color at the back draws visitors toward the stairs down.
Ground level
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Ground level
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Ground level
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Ground level
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ELEVATOR
STAIRS
LEATHER GOODS
CANDLES + HOME SPRAY
22'5" x 93'4"
SCENT PORTALS
DIFFUSERS
STORAGE
EMERGENCY
EXIT
SPEAKER
SEATING
LED SCREEN
SPEAKER
MIRROR WALL
BATH-
ROOM
Lower level:
Below grade, the palette holds but the mood shifts. Sound leads here. Three scent portals sit behind curtains, and the room is tuned for listening rather than browsing.
Lower level
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Scent
Sound
Lower level
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Lower level
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Lower level
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GREENWICH VILLAGE
WEST
VILLAGE
W HOUSTON ST
BROADWAY
NOHO
N
OPEN TO BELOW
PRINCE ST
21'11" X
76'5"
22'5" X 93'4"
NOLITA
HUDSON SQ
SPRING ST
BROOME ST
GRAND ST
CANAL ST
LITTLE ITALY
TRIBECA
CHINATOWN
0
¼ MI
16TH AVE
W BROADWAY
WOOSTER ST
GREENE ST
MERCER ST
BROADWAY
CROSBY ST
LAFAYETTE ST
69 MERCER ST
Appendix:
Actual space. Pre-development.

Site description
SoHo–Cast Iron Historic District. Cast-iron duplex, built 1876. Steel stair and passenger elevator; no rear loading or venting.

Ground floor: appx 2,500 SF, ceiling 28' front and steps down, at grade.

Lower level: appx 2,500 SF, ceiling 9'8" to ~12', below grade. 28' at the front, dropping below grade.

Schematic base plan — reconstructed from published specs. Geometry to be verified against survey.

Appendix / 69 Mercer
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Appendix / 69 Mercer
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Project
Byredo × OJAS
Speculative retail concept

Design & creative direction
Felix Stim-Fogel
Concept, spatial design, art direction, modeling and rendering.

Tools
Cinema 4D, Redshift, SketchUp, Figma, Adobe Creative Suite

Note
A self-initiated concept. Not affiliated with or endorsed by Byredo or OJAS.

felixsf.info

Credits
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