When Merel from Told You So asked me to join her at the press launch of the new fragrance of Byredo, I didn’t had to think twice. The swedish brand founded by Ben Gorham was fascinating me for a while with it’s minimal graphic design and wonderful bottles. It was a pleasure to discover the different perfumes, and be taken on a journey of memories. Every scent is based on a memory and tells a story. For the launch of their new fragrance ‘Super Cedar’, Byredo teamed up with exclusive perfume shop Senteurs d’Ailleurs in Brussels and Belgian flower artist Mark Colle, known from the fashion shows of Jil Sander, Dior and Dries Van Noten. He created this lovely bouquet which perfectly matches the new ‘Super Cedar’ fragrance.