In the Swedish forest of Småland, an unusual perfume store called Koyia has opened: here, a bottle of perfume can be obtained not for money, but for 599 seconds of silence. That is a little less than 10 minutes spent in complete calm in nature. To complete the purchase, a visitor simply has to sit in the forest, disconnected from the outside world.
The idea was developed by designers Lukas and Tira Morten. They drew on research according to which around 10 minutes in nature already brings noticeable benefits for the body — stress levels decrease, heart rhythm normalizes, and the immune system functions better.
The perfumes themselves also reflect this idea: instead of alcohol, they use oils with phytoncides, natural compounds released by coniferous trees. Koyia offers the buyer not just a scent, but a holistic experience of recovery and reset. It is a kind of challenge to the modern world of fast purchases and constant rush.
The project is a vivid example of the concept of slow shopping — a mindful and unhurried approach to shopping, where not only the product matters, but also the pleasure, calm, and meaning gained in the process of choosing. Koyia offers a choice: pay with money online or with time and silence in the forest, depending on what you value more.
