YASMIN Sewell’s fragrance brand, Vyrao, has opened a pop-up at Harvey Nichols Knightsbridge, marking the fragrance house’s latest collaboration with design studio AMO and bringing its focus on scent, emotion and wellbeing into the Harvey Nichols physical setting.
Vyrao at Harvey Nichols
Vyrao at Harvey Nichols
Set at the corner of Knightsbridge and Sloane Street, the installation channels Vyrao’s belief that energy influences experience. Founded by creative director and energy practitioner Yasmin Sewell, the brand approaches fragrance as a sensory tool rather than a finishing touch, utilising plant-based ingredients selected for both their aroma and the perceived emotional effects.
The London space follows Vyrao’s first physical installation in New York last autumn, continuing a travelling concept developed with AMO, the research and design arm of OMA. In Knightsbridge, colour, texture and light sit alongside scent to create an environment that’s closer to an installation than a conventional retail counter.
Yasmin Sewell
Open seven days a week within the ground-floor beauty destination, the pop-up invites visitors to encounter the fragrances in a more immersive setting.
Founded in London in 2021, Vyrao combines energy work with traditional perfumery, building a collection of scents, candles and incense designed to support different emotional states. The Knightsbridge pop-up embodies this approach, with atmosphere and sensory detail at its core.
by Felicity Carter
Harvey Nichols, 109–125 Knightsbridge, London SW1X 7RJ. The pop-up runs until April 1, 2026.