Elevator Music

Elevator Music is a collaborative project by Byredo’s Ben Gorham and Off-White’s Virgil Abloh. The capsule collection consists of fragrance, denim, t-shirts and bags all housed in an installation by an artist that Ben and Virgil both admire to be presented to press in Paris on March 3rd 2018.

The capsule collection titled “Elevator Music” refers to various styles of soundscapes meant for passive listening and explores the relationship of luxury products and human perception. The project attempts to define the least amount of information needed to understand a product context and background, in this case objects we define as luxury goods.

The studies of Swedish scientist Gunnar Johansson who in the 70’s defined frame work regarding human movement perception and the notion “elevator syndrome” were the foundation for the 2004 installation by artist Carsten Ho?ller. The presentation will feature a new itera- tion of this 2004 work titled “The Elevator”.

“I have known Virgil even before the inception of Off-White so it’s great to be able to finally realize a project together within our respective brands. We have always shared a common understanding that relevance is everything, and that the rules of our industry need to be somehow rewritten.” — Ben Gorham, founder and creative director of BYREDO

“Ben Gorham is one of my longest friends in the fashion industry. We share a common interest of progression. The concept of our collaboration “Elevator Music”
was to define emotion with the least amount of effects. Much like literal elevator music we wanted the scent to play a background to one’s life.” — Virgil Abloh, founder and creative director of Off-White