Vyrao and AMO’s (@oma.eu) first collaborative pop-up at 51 Mercer Street, Soho NYC opens. This immersive installation explores the materialization of energy, emotion, and nature within physical space.

In the Vyrao world, energy is everything. Founded on the belief that positive energy is transformative, Vyrao’s new genre of fragrance reimagines scent as a catalyst for wellbeing using precious plant ingredients. Each one is selected for its unique emotional benefits, backed by the principles of neuroscience and master perfumery.
With the opening of its first-ever physical installation, Vyrao invites the public to step inside and experience its universe firsthand.

The space is composed of a variety of shapes and totems, each carefully selected for its energetic significance. Every totemic display stand, positioned within curtain-lined pockets, references a specific Vyrao scent. At the center, a pedestal showcases Vyrao’s products and can transform into a communal dining table. Translucent and metallic materials, layered with light, create a ceremonial atmosphere that reflects Vyrao’s ethos of elevated sensory experience. Toward the rear, an intimate lounge invites pause, with curved seating and a vessel forming a semi-circle. Above, a textile cylinder channels natural light from the skylight, connecting the space to its energetic source.

The modular symbols developed for the display stands are scalable and adaptable, designed to extend across future pop-ups, retail spaces, and flagship stores.

From October 23 to November 28, the pop-up will be open seven days a week, from 11am to 7pm EST.

Dedicated programming will take place throughout the six weeks, such as a curated literary selection by Isabella Burley with Climax Books, evocative erotic readings, and a series of Lake Bell's one-of-a-kind clay vessels imperfectly crafted with the intention to be touched, seen, and experienced at the Pop-Up, designed in collaboration with Yasmin Sewell and the ethos of Vyrao.

Photography by @bridgitbeyer