Surprise at Ramat Aviv Mall: Coveted brand lands in Israel for the first time
Factory 54 is launching a dedicated space for the luxury Swedish perfume house Byredo to mark the release of its new fragrance, operating for a limited time ahead of the holiday season.
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The Factory 54 chain is launching a dedicated pop-up for the Swedish perfume house Byredo at Ramat Aviv Mall to mark the release of Future Memories, a new eau de parfum.
Future Memories, composed by perfumer Quentin Bisch, continues the exploration identified with Byredo of the connection between scent, emotion, and memory.
"Future Memories is about how the scent we wear today becomes a memory that others keep of us," explains Bisch.
The new Byredo pop-up at Ramat Aviv Mall (Photo: Roman Balashov)
The fragrance opens with an essence of galbanum, a blackcurrant accord, and aldehydes, which give it a fresh, green, and slightly mineral opening. At its heart, iris butter, labdanum, an orange blossom accord, and a white vanilla accord combine, adding texture, depth, and gradual softness. At the base, a vanilla liqueur accord, CO2 extract of Madagascar vanilla, Ambrofix, and musk merge to create a restrained sweetness and a radiant aura that lingers on the skin.
The brand's pop-up will operate for about a month, giving the Israeli public an opportunity to discover the new fragrance and experience up close the visual and conceptual world built around it. The launch date is ahead of Rosh Hashanah and the holiday season. The Byredo pop-up will operate at Ramat Aviv Mall between August 14 and September 11, 2026.
Byredo was founded in Stockholm in 2006 by Ben Gorham, with the aspiration to translate memories and emotions into products and experiences. Over the years, the brand has evolved from a perfume house into one of the most recognized and influential lifestyle houses in the world, with a creative language that moves between fragrances, makeup, body care, home fragrances, leather goods, and design objects.
The launch is accompanied by a campaign shot by French photographer and director Arnaud Lajeunie in Cape Town, South Africa. At its center are Marina Onteniente and Louis Baines, a married couple in real life, who bring a natural and unposed intimacy to the narrative. Alongside them appear photographs of flowers found between blooming and wilting, reflecting the fleeting nature of the experience and the beauty in the changing moment.
