En Doft, a Swedish-Danish fragrance brand, has unveiled its first store in Stockholm, designed by sister company All Matters Studio. The store, located in the creative Södermalm neighborhood, serves as both a retail space and a venue for exhibitions and events, reflecting the brand's emphasis on craftsmanship and quiet elegance. This unique approach to retail design is a testament to the brand's commitment to storytelling and immersive experiences.
The store's minimalist design is a deliberate choice to "reflect the quiet side of En Doft." While the fragrances are layered and expressive, the spatial language is restrained, with a focus on clean lines and honest materials. Key elements include All Matters Studio's Frame_05 table, a simple folded-steel shelving display, and a deep red shade for the ceiling and back room, creating a subtle and textured atmosphere. The use of raw aluminum, red limestone, and Bolon's Riff carpet tiles adds a tactile and refined touch to the space.
One of the standout features is the doorway linking the store with a neighboring cafe, designed with a timber frame and overlapping corner details, echoing the aesthetic of All Matters Studio's asymmetric Pinne_04 stacking chairs. This connection to the cafe creates a seamless flow between the store and its surroundings, enhancing the overall experience.
The inaugural window display is a masterpiece in itself, featuring perfume bottles on cylinders that combine mirrored and translucent materials, creating a myriad of light reflections. This attention to detail invites visitors to explore the composition, background, and inspiration behind each fragrance, making the store a space for pause and discovery.
Fredrik Widén, co-founder of All Matters Studio and En Doft, emphasizes the brand's focus on craftsmanship and storytelling. He states, "The store invites visitors to experience the scents firsthand, while giving us the opportunity to share the ideas, materials, and craftsmanship behind the brand. Beyond retail, the space will host occasional gatherings, after-work events, and window exhibitions with designers and artists we admire."
En Doft's venture into the scent world began in 2022 with a fragrance lab in Copenhagen, launched in partnership with French perfume designer Emmanuel Martini. The brand has since staged pop-up shows for Stockholm Design Week and 3 Days of Design, showcasing its unique approach to fragrance creation. The unexpected opportunity to launch their first permanent space adds a layer of intrigue to the brand's journey.
The store's design is a testament to All Matters Studio's ability to create immersive and storytelling spaces. By focusing on the quiet and restrained aspects of the brand, the studio has crafted a retail experience that goes beyond the typical fragrance store. The use of honest materials, clean lines, and thoughtful details creates an atmosphere that is both tactile and quietly confident, inviting visitors to explore the art of scent in a unique and captivating way.
