Vyrao and AMO unveil their first collaborative pop-up at 51 Mercer Street in Soho, New York, open from October 23 to November 28, 2025. This six-week installation marks AMO’s first partnership with a beauty brand, translating Vyrao’s concept of energy and emotion into a physical environment. The space redefines how fragrance can be experienced, blending scent, movement, and architecture into an interconnected system of feeling and form.
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Founded on the belief that positive energy is transformative, Vyrao approaches fragrance as a medium for wellbeing. Each scent draws from precious plant ingredients chosen for their emotional resonance, combining neuroscience and perfumery to channel vitality and balance.
The pop-up interprets Vyrao’s ethos, “Energy is Everything,” as a spatial journey that organizes movement, light, and texture into rhythm. Within the structure of a former clothing store, AMO creates a layered environment where different zones move at varying tempos. A continuous soft curtain connects these areas, guiding guests through a sequence of transitions. At the entrance, a vibrant corridor pulses with projection and sound. Mirrors act as signage while amplifying the dynamic motion of visitors. The installation integrates totems, objects historically associated with sacred energy, to represent the elemental force of each Vyrao fragrance.
At the center, curtain-lined alcoves hold totemic display stands inspired by energy waveforms, each designed to evoke a distinct frequency. A main pedestal presents Vyrao’s fragrance collection and converts into a communal table. The materials, metallic, translucent, and reflective, respond to changing light, creating a ceremonial quality that aligns with Vyrao’s sensory philosophy.
Toward the rear, a quiet lounge invites reflection. Curved seating forms a semi-circle around a vessel that acts as both anchor and focus. Above, a suspended textile cylinder draws natural light from a skylight, connecting the space to its energetic core.
The modular forms created for the installation can adapt to future Vyrao spaces, establishing a flexible visual language for upcoming pop-ups and retail environments. Founder Yasmin Sewell describes the collaboration as a natural evolution of Vyrao’s mission. “I took my time finding the right direction for Vyrao’s first physical space,” she says. “I was seeking a visionary partner who understands the significance of energy and how to translate it beyond traditional architecture. The moment I met David, I knew I’d found the right people.”
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David Gianotten, AMO Managing Partner and Architect, reflects on the shared process. “We were immediately impressed by Vyrao’s openness and their intuitive approach to creation. Working together allowed us to explore a physicality that resonates with emotion.”
The Vyrao x AMO pop-up runs daily from 11 a.m. to 7 p.m. EST. Programming includes a curated literary selection by Isabella Burley with Climax Books, erotic readings, bottle signings with Mia Khalifa, and a display of Lake Bell Clay’s handcrafted vessels, made in collaboration with Yasmin Sewell to be touched and experienced within the space.
