Byredo Turns Future Memories Into an Immersive Selfridges Experience

Located at the Mary Site within Selfridges on Oxford Street, the project was developed from concept through installation by teams from Byredo, Selfridges and supplier EDGE. The space uses visual merchandising, fragrance discovery and artistic participation to turn a product launch into a sensory destination.

A Fragrance About the Present Moment Future Memories is an ambery, green and musky eau de parfum created by perfumer Quentin Bisch. The fragrance centres on a textured interpretation of vanilla, moving away from the traditionally sweet or gourmand presentation of the ingredient.

The opening combines galbanum essence, blackcurrant accord and aldehydes, bringing a sharp green freshness to the scent. At the heart, orris butter, labdanum and orange blossom introduce powdery, resinous and floral layers. The base is defined by a vanilla liquor accord, Madagascar vanilla, Ambrofix and musks.

Together, these notes give Future Memories a warm and skin close finish, creating a fragrance that shifts between brightness, depth and comfort. For Byredo, the name reflects the fleeting moments that later gain meaning. The fragrance is intended to capture the feeling of being completely…