Byredo Brings a Swedish Winter Café to Tokyo’s Harajuku

The brand’s event announcement listed daily hours of 11 a.m. to 7 p.m. at 5-11-1 Jingumae, Shibuya, Tokyo, and invited guests to enjoy complimentary coffee. The café’s scheduled run has now concluded.

Swedish Traditions Shape the Holiday Campaign The idea behind the café connects to Byredo’s A Midwinter’s Tale campaign, which draws on the culture and craftsmanship of Dalarna, Sweden. Its central setting is the home of artist and craftsperson Pernilla Norén and musician Gustav Norén.

Byredo builds the campaign around julmys, the Swedish tradition of finding comfort and togetherness during winter. Art, music and handmade objects are part of the family’s daily life, giving the holiday story a focus on time spent making things and gathering at home…