Event 2025

A Byredo Installation in Milan

Where

Edicola Brera — Via Brera, 21, Milano
Map

When

7-13 April 2025

Program

Entry rules

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Brands

BYREDO

Designers

Laura Bethan Wood

Art Fashion and jewels Graphic Design Installations Product Design

This April, as Milan hums with the energy of Salone del Mobile, Byredo unveils a multisensory takeover—where art, scent and design converge in the heart of the city.

In a special collaboration with acclaimed designer Bethan Laura Wood, Byredo reimagines the urban landscape, transforming a kiosk, cargo bike, and its Milan flagship into living artworks. Each location becomes a sensory portal: a newsstand reimagined as a kaleidoscopic gateway to the Byredo universe, a cargo bike roving the city as a perfumed vignette in motion, and the store enveloped in her tactile, flowing language.

To mark the occasion, receive a limited-edition Byredo tote and fanzine with any purchase made at the kiosk or the flagship store—a keepsake from an experience where scent meets spectacle.

We look forward to welcoming you.

THE KIOSK
Via Brera, 21
9:00 – 19:00

THE CARGO BIKE
Brera District
11:00 – 19:00

BYREDO MILAN FLAGSHIP
Piazza Filippo Meda, 3
10:00 – 19:00