AMO x Vyrao New York Pop-Up

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Fragrance brand Vyrao and architectural think tank AMO have opened their first collaborative pop-up at 51 Mercer Street in Soho, running until November 28. The six-week installation marks AMO’s first partnership with a beauty brand, translating Vyrao’s core philosophy—”Energy is Everything”—into a physical environment that explores the intersection of emotion, energy, and nature through scent and spatial design.

AMO, the research and design studio of OMA, has brought Vyrao’s approach to fragrance as emotional well-being into three dimensions. The space features flowing curtains that create movement and softness, mirrored surfaces that multiply and fragment the experience, and totemic sculptures representing the energetic frequency of each Vyrao fragrance.

A central pedestal serves dual purposes: showcasing products whilst functioning as a communal gathering point. Soft lighting and metallic materials establish what the collaborators describe as a “ceremonial atmosphere.”

The design reflects Vyrao’s fusion of neuroscience, master perfumery, and energy work—concepts that founder Yasmin Sewell has championed since launching the brand in 2021. Rather than treating fragrance as purely aesthetic, Vyrao positions its high-vibration scents as sensory tools for emotional regulation.

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Beyond retail, the pop-up will host a curated events programme including a literary selection by Isabella Burley with Climax Books, erotic readings, and a bottle signing with Mia Khalifa. Lake Bell Clay is creating bespoke ceramic vessels in collaboration with Sewell, adding another layer of craft to the experience.

Coinciding with the New York opening, Vyrao has also launched a new concession at Liberty London’s reimagined Beauty Studio, representing the first execution of the Vyrao-OMA retail concept within a department store setting.

The Soho pop-up is a case study in how design thinking can extend well beyond buildings to create immersive brand experiences that engage multiple senses simultaneously.