En Doft, a Swedish-Danish fragrance brand, has unveiled its first permanent store in Stockholm, designed by sister company All Matters Studio. This space is a testament to the brand's commitment to crafting scents that reflect a quiet, contemplative side. The store, located in the creative hub of Södermalm, serves as both a retail outlet and a venue for exhibitions and events, offering visitors a unique sensory experience.
The design of the store is minimalist, with a deliberate emphasis on restraint. This is a stark contrast to the brand's layered and expressive fragrances, which are known for their complexity and depth. By creating a quiet and focused environment, All Matters Studio has crafted a space that invites visitors to explore the art of scent in a new way.
Key elements of the store include the Frame05 table, a stunning piece that combines raw aluminum profiles with a red limestone top, and a simple folded-steel shelving display. The use of a deep shade of red for the ceiling and back room subtly matches the tone of the limestone, while Bolon's Riff carpet tiles add a textural element to the floor. A doorway links the store with a neighboring cafe, marked by a timber frame with overlapping corner details, echoing the aesthetic of All Matters Studio's asymmetric Pinne04 stacking chairs.
The inaugural window display is particularly striking, featuring perfume bottles on cylinders that combine mirrored and translucent materials, offering a myriad of light reflections. This design choice not only showcases the bottles but also creates a visually captivating display.
Fredrik Widén, co-founder of All Matters Studio and En Doft, explains the concept behind the store's design, "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."
Widén and his partner, architect Anne-Mette Krolmark, began their venture into the fragrance world in 2022, launching En Doft in partnership with French perfume designer Emmanuel Martini. They have since staged pop-up shows for Stockholm Design Week and 3 Days of Design, showcasing their unique approach to scent.
The launch of this permanent store came unexpectedly, as Widén explains, "A friend passed the empty storefront and sent us a photograph of the note in the window."
The store's design philosophy is a reflection of En Doft's quiet side, emphasizing clean lines and honest materials to create a tactile and quietly confident atmosphere. Visitors are encouraged to discover the composition, background, and inspiration behind each fragrance in a setting designed for focus and immersion.
This new store is a significant milestone for En Doft, offering a unique blend of retail, art, and sensory experience. It is a testament to the brand's ability to create spaces that not only sell products but also inspire and engage their audience.
