All Matters Studio designs store to "reflect the quiet side" of scent brand En Doft
Swedish-Danish fragrance brand En Doft has opened its inaugural store in Stockholm, designed by sister company All Matters Studio with an emphasis on precisely crafted details.
Located in Södermalm, in a creative neighbourhood that is home to other design-led brands, it will serve as both a retail space and a venue for exhibitions and events.
"The store invites visitors to experience the scents firsthand, while giving us the opportunity to share the ideas, materials and craftsmanship behind the brand," said Fredrik Widén, co-founder of both All Matters Studio and En Doft.
"Beyond retail, the space will host occasional gatherings, after-work events and window exhibitions with designers and artists we admire," he told Dezeen.
Widén and his All Matters Studio partner, architect Anne-Mette Krolmark, began their venture into the scent world in 2022.
They launched En Doft in partnership with French perfume designer Emmanuel Martini with a fragrance lab based in Copenhagen, and have staged pop-up shows for Stockholm Design Week and 3 Days of Design.
The opportunity to launch their first permanent space came to them unexpectedly.
"A friend passed the empty storefront and sent us a photograph of the note in the window," said Widén.
The store is minimalist in design, designed to "reflect the quiet side of En Doft".
"While the perfumes are layered and expressive, the spatial language is deliberately restrained," explained Widén.
A few key elements draw focus. These include All Matters Studio's Frame_05 table, which pairs raw aluminium profiles with a red limestone top, and a simple folded-steel shelving display.
A deep shade of red was chosen for the ceiling and back room, subtly matching the tone of the limestone, while Bolon's Riff carpet tiles provided a textural floor surface.
A doorway links the store with a neighbouring cafe, marked by a timber frame with overlapping corner details. This echoes the aesthetic of All Matters Studio's asymmetric Pinne_04 stacking chairs.
It can be screened behind a bespoke textile provided by Swedish fabric company Astrid, with a pattern reminiscent of wild grasses.
For the inaugural window display, perfume bottles sit on cylinders that combine mirrored and translucent materials, offering a myriad of light reflections.
"Clean lines and honest materials define the interior, creating a tactile and quietly confident atmosphere," added Widén.
"Visitors are invited to discover the composition, background and inspiration behind every fragrance in a setting designed for focus and immersion. The store becomes not only a place to explore scent, but a space for pause."
Other recent perfume stories on Dezeen include a Le Labo store in Tokyo designed by Schemata Architects and an AI-driven "scent-memory machine".
The photography is by Andy Liffner.
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