City RhythmByredo2025
Bethan Laura Wood
As Milan hums with the energy of Salone del Mobile, Byredo unveils a multisensory takeover—where art, scent and design converge in the heart of the city.
In a special collaboration with Byredo, Bethan Laura Wood, reimagines the urban landscape, transforming a kiosk, cargo bike, and its Milan flagship into living artworks. Each location becomes a sensory portal: a newsstand reimagined as a kaleidoscopic gateway to the Byredo universe, a cargo bike roving the city as a perfumed vignette in motion, and the store enveloped in her tactile, flowing language.
THE KIOSK
Via Brera, 21
9:00 – 19:00
THE CARGO BIKE
Brera District
11:00 – 19:00
BYREDO MILAN FLAGSHIP
Piazza Filippo Meda, 3
Art direction and Curation by Mathieu Meyer
images by Felipe Cordeiro
Process
