Ikea & Byredo Team Up for Candle of the Season
Candles have proved a winning category this year, with housebound consumers turning to them as an accessible luxury that provides comfort in a period of adversity. Ikea is now getting in on the action, with a collaboration with Swedish fragrance and accessories brand Byredo that promises to be this season’s must-have home accessory.
The 13-piece candle collection was developed with Byredo founder Ben Gorham, and focuses on the power of scent to elicit emotion and guide a space’s ambience – what Ikea refers to as ‘invisible design’. “Invisible design is that layer on top of functionality that completes the home, the intangible things like lighting, mood and atmosphere that enable you to have a really emotive, interesting environment," says James Futcher, Ikea’s creative leader for the collection.
The collaboration makes the experience of luxury scented candles accessible to a mass-market audience, with prices starting from $5. This desire for accessibility is also channelled in its diverse range of scents, which are divided into woody, floral and fresh, to appeal to a broad range of users around the world. The candles come in attractive glazed ceramic pots that can be reused – a point Ikea highlights in its photography, which captures them used as a paint brush holder and plant pot. For more on how reusable packaging is adding value, see Elevating Pack to Product.
The collection arose from previous in-house research, which found that smell is the sense consumers associate most with the home (Ikea, 2016). And with consumers now spending more time at home than ever, the candles market is booming. US brand Boy Smells, for instance, is reporting sales 1,000% above yearly targets (Coveteur, 2020).
The collection is available for a limited run only from this November, spurring hype status that will likely result in strong sales.
For more on how brands can capitalise on spatial fragrance, see The Scented Home.