Who: Odin What: The first pop-up shop dedicated to its fragrance line. Where: 330 East 11th Street. When: The shop opens tomorrow and runs for six weeks, from 12 p.m. to 7 p.m. daily. Why bother: Pop-up shops pop up everywhere, so the Odin owners Paul Birardi and Eddie Chai faced a simple challenge: to create an experience as unique and memorable as their fragrances (in a narrow, 350-square foot space, no less). "My goal was to shun the typical interpretation of the popular retail concept," Birardi said. To that end, Birardi and Chai enlisted Snarkitecture - an art and design practice generating buzz in the art world and beyond - for its thought-provoking and highly imaginative use of space and materials. The partners Daniel Arsham and Alex Mustonen took Odin's famously inky design elements (caps, boxes, even lettering) and flipped the color palette to light and bright, for a dramatic effect. First, the shop's exterior and interior were painted all white, to set a clean foundation. Next, thousands of Odin bottles, replicated in white gypsum cement, were displayed in two ways: suspended from the ceiling in an oversize wave and spiked on the ground in a shrublike formation. Of the final touches, Mustonen explained, "The actual fragrances and candles - which illuminate from below to reinforce the stark visual contrast - are the only black objects in an otherwise entirely white space. The installation creates a distinct and unexpected experience, the same way each Odin fragrance creates its own unique world. Birardi added, "It's a visual break from dark and moody, and the opposite of what people are anticipating." The first 50 customers who make a purchase during opening week will receive an "artifact," a cast plaster bottle from Snarkitecture. The following week, customers will receive an Odin New York by Snarkitecture tote bag with purchase. How much: Eau de toilettes, $125; candles, $65. Fragrances and candles are also available at odinedt.com.