Perfumer Julian Bedel has been on a mission to share the wondrous biodiversity of Patagonia with the world since launching Fueguia 1833, his ambitious fragrance company and boutique in Buenos Aires in 2011.
While Fueguia’s roots will always be in South America, the unique complexity of its manufacturing process spurred a move to a state-of-the-art laboratory and showroom in Milan in 2015, followed later that year by an elegant shop in Tokyo’s Roppongi neighbourhood. Now, the company’s latest effort, is a Tony Chi-designed space on a chic stretch of Crosby Street in New York City.
Inside, the brand’s patented sampling system is the centrepiece: arranged on simple wooden blocks for effect, a series of glass domes - each with its own fragrance - allows the volatile molecules of the fragrances to float within, rather than be absorbed by paper strips, as customers test the products.
Surrounding that, plush deep blue Dedar curtains, gold accents and low lighting add a sense of mystery, while one-of-a-kind guitars (a passion of Bedel’s) are available for purchase or to play. ‘I play a lot, and I used to build guitars,’ explains Bedel.’That helped me redefine my approach to fragrance- it’s like a chord in music, where just three notes can define the whole mood of a song. The training is the same between a musician, a luthier, and a perfumer.’
Indeed, Bedel’s philosophy is certainly proving successful with a new boutique opening in Los Angeles later this year and two more in London and Hong Kong over the next couple of years.