On Friday, Odin New York launched its first pop-up shop, a sensorial 400-square-foot outpost, designed to provide visitors with a glimpse into the brand’s world.
Located at 330 East 11th Street, the space features more than 1,000 plaster casts (which mimic the Odin bottle) suspended from the ceiling as well as the entire Odin line — six fine fragrances and four candles, priced from $65 to $125 — on offer. Some customers will receive a plaster cast bottle from the exhibit or a specially designed tote bag with their purchase.
“We wanted an installation that was a very different experience for Odin,” said Paul Birardi, co-owner of Odin New York. “Odin packaging is very black, dark and moody, and we decided to flip it. Everything is white other than the product on display.”
Odin fragrance, which was introduced in November 2009, is also in expansion mode. In addition to being available at Barneys New York, Fred Segal and niche independent shops in the U.S., it has just launched in Asia, Europe, Australia, New Zealand and Russia. Its newest scent will bow in fall 2012 and is being described as smooth, earthy and warm and a “totally different approach to the wood category.”
“The fragrance line was designed not just about the scents but about the whole experience,” said Birardi. “From the touch of the box and caps to the feel of the bottle [Odin is about] the experience of fragrance and how it wears on each individual.”
The pop-up shop, which is open from 12 p.m. to 7 p.m. and will operate through Memorial Day, is additionally meant to provide customers with a quiet, sensorial space to encounter the brand and reflect on the surrounding art installation. Industry insiders believe it could generate $40,000 during its month-long run.
“A lot of the stores [where Odin is sold] tend to be crowded and noisy, but this gives a more isolated experience so [visitors] can focus on their own experience with the fragrance,” said Odin partner and Purpose-Built co-owner Larry Paul.