BYREDO Debuts In-Store Campaign, Turning Coconuts and Translucent Materials into Window Display
BYREDOis bringing a fresh material perspective to its stores around the world through a new window and in store campaign created with Universal Display. The project uses a series of bespoke retail elements to explore the relationship between solid and translucent surfaces, building an environment that feels sculptural, light focused and consistent with the brand’s distinctive visual identity.
The campaign includes custom made coconuts, window boxes, podiums and glorifiers. Each object has been designed to work as part of a larger visual system, creating continuity between storefronts, product displays and in store storytelling. The result is a retail environment where materials do more than support products. They actively shape the mood and character of the customer experience.
For BYREDO, materiality has always played an important role in how the brand communicates. Known for its minimalist fragrance bottles, typographic packaging and restrained colour palette, the brand often uses design to…
create an atmosphere of quiet curiosity. Its retail spaces follow a similar approach, combining natural surfaces, unexpected forms and carefully controlled details to make each boutique feel both functional and expressive. The Summer 2026 campaign develops this language through the contrast of opaque and translucent materials.
Solid forms provide weight, structure and presence, while transparent or semi-transparent elements introduce lightness and depth. As natural and artificial light move through the displays, the materials can change in appearance, helping the space feel more dynamic throughout the day.
The coconuts are a key part of this summer story. Their rounded forms introduce a playful and organic counterpoint to the more architectural display structures. They bring an immediate seasonal reference into the campaign, but in a way that remains aligned with the refined, design led world of BYREDO.
Instead of using obvious tropical imagery, the objects work through texture, shape and suggestion. Window boxes play an equally important role. A store window is often the first point of contact between a brand and a passer by, particularly in busy luxury shopping districts. The…
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