Spend nothing – but nature time.
City dwellers spend 90% of their time indoors, chasing bigger revenues, higher salaries, and faster results. The nature deficit is real — and it has serious implications for our health, mood, and connection to the world around us.
In a time when the world urges us to buy more, faster — with one-click checkouts and express deliveries — we wanted to create the opposite: the slowest purchase ever, one that reconnects us with nature.
A slow design project in collaboration with Lucas and Tyra Morten.
Lucas and Tyra Morten are a Swedish design duo celebrated for their handcrafted, limited-edition furniture and art objects that blur the line between functional design and sculpture. Their work is represented by international galleries such as Galerie Philia, Atelier Ecru in Belgium, and Numeroventi in Florence, Italy.
For Koyia, they have designed the perfumery, set directly in nature, where raw, brutalist forms meet soft, organic shapes. The space is intentionally contemplative, holding just a few essential elements: a hemp podium, left to dry in rhythm with the slow passing of winter into spring, and an armchair that echoes the gentle, unpredictable movement of living branches – a homage to the forest it stands within.
– We wanted to create something that exists in dialogue with time, where the material carries the memory of seasons passing, and where form isn’t fixed but feels alive, like nature itself, says Lucas Morten.
57°16'08.3"N // 14°10'45.6"E
Deep in the woods, under a roof of pine and spruce – the trees that lend their shoots and needles to the Koyia scents – stands our perfumery. It’s located in Småland, the heart of Swedish heritage, where simplicity, craftsmanship, and a deep connection to nature come together.
Pay in SEC
– instead of SEK.
Do you have time to do absolutely nothing? Most people don’t. But if you do, we offer you the chance to pay for your perfume in seconds instead of sek, Swedish kronor.
A first move to place nature time on par with the numbers we chase – from the profits and GDP:s that drive economies to the heartbeats and steps that tell us we’re alive.
A Koyia scent costs 599 SEK online. Now, visit our perfumery and pay with 599 seconds of your time. Around then, the nature effect kicks in, and your body starts to show positive health benefits. Stay a little longer — and the benefits grow.
