FUEGUIA 1833, the fragrance brand from Buenos Aires, Argentina, often described as "a perfume lover's journey leads to Fueguia," will be holding a pop-up store at Isetan Shinjuku Store, Men's Building, 1st Floor, The Stage , starting March 29th (Wednesday). This pop-up will feature the domestic pre-release of the new "Composition Set" and the launch of the new fragrance "Seda." Furthermore, founder Julian Bedel is scheduled to visit on both April 8th (Saturday) and 9th (Sunday). Don't miss this rare opportunity.

ISETAN MEN'S net conducted an exclusive interview with Julian Bedel about the origins of the Fueguia 1833 brand, the appeal of its perfumes, and the pop-up store at Isetan Shinjuku Store, Men's Building .

Interview with Julian Bedel

Founded in 2010. What is the source of inspiration for their fragrances?

Fueguia 1833 is a fragrance brand originating from Buenos Aires, Argentina. Founder and perfumer Julien Bedel draws inspiration from history, people, and nature that he loves, creating unique fragrances that weave a distinctive narrative. The brand was also popular at "Salon de Parfum 2022," one of Japan's largest perfume events.

Julian Bedel is a multi-talented individual who is not only a perfumer but also an artist, string maker, and designer. He grew up surrounded by plants and their fragrances in the vast natural landscapes of his native Argentina. He is involved in every aspect of the brand's creation, from raw material research at the company's own farm to packaging and store design, consistently adhering to his unique philosophy.

The aim of Fueguia 1833

--Fueguia 1833 was popular at the fragrance festival "Salon de Parfum 2022," so could you please introduce the brand again?

Fueguia 1833 started as an art installation. However, the goal wasn't to sell art, but rather to have guests explore the Fueguia 1833 gallery and experience the power of plants.


For us, the elements of "chemistry" and "art" are extremely important, setting us apart from traditional fragrance houses and cosmetic brands. This importance of chemistry and art will continue in the new projects Fueguia 1833 will undertake in the future. For us, it's more meaningful to focus on the perfume itself than on simply selling perfumes.

We don't claim to be the world's number one perfume brand. However, in order to deliver the best perfumes that humans can create to our customers, we are constantly thinking about how we can improve not only the quality, but also everything from botanical control and extraction methods to maturation. Packaging is also very important to us, and although we handcraft our outer boxes, they are not "perfect" just because they are handmade.
We pay meticulous attention to every step of the fragrance-making process, using rare ingredients that are limited in quantity, and we place particular emphasis on the quality of these ingredients. At Fueguia 1833, the value of handling everything in-house, from production to sales, is extremely important.

What we want to convey and what we want you to feel through scent at our pop-up event at Isetan Shinjuku Store, Men's Building

Isetan Shinjuku Store, Men's Building ?


At "FUEGUIA 1833 POP UP GALLERY," we have created a space where you can embark on an adventure (experience) the process of fragrance changes that we have developed so far. This is an opportunity to learn about the results of our research, and a space where you can enjoy the "music" created by the chemical reactions of plants selected at different times.

At Isetan Shinjuku Store, Men's Building pop-up, we will be offering a pre-sale of the "Composition Set" and launching a new fragrance.


—Could you tell us about the concept and the thoughts behind the new "Composition Set" that will be available for pre-sale at this pop-up event at Isetan Shinjuku Store, Men's Building ?


Fueguia 1833 fragrances can be worn not just once, but two or three together. The new "Composition Set" contains five 5mL bottles, and by offering these small quantities, we hope you can enjoy the individual compositions of each Fueguia 1833 fragrance, while also finding "your own favorite" from this set of fiveml bottles.


—What kind of scent is "Seda," the new fragrance making its debut this time?


The new fragrance, "Seda," has the scent of silk. Fueguia 1833 researched the components of silk and found molecules found in floral and ambergris scents to create this fragrance. Because it can be worn like clothing, it embodies the beauty of textiles. Wearing this fragrance on your skin is like putting on a piece of clothing. We recommend wearing it discreetly on your back or inside your coat.

In a sense, "Seda" can be seen as a beautiful story. The impression it gives is one of hidden transience, yet it also conveys strength and sophistication. My beloved mother used French perfumes throughout her life, and among Fueguia 1833's fragrances, "Seda" was her favorite.

I want to share the world of Fueguia 1833 fragrances with even just one person in the world.

--Fueguia 1833's shops in Roppongi and Ginza, as well as its pop-up stores at the main building and Isetan Shinjuku Store, Men's Building , all reflect a consistent belief in every aspect, from the selection of interior materials to the packaging. Please tell us about your vision for creating the stores and your particular preferences, Julian.

We are currently designing a new gallery in Mexico, using materials sourced entirely from Mexico City, and it evokes aspects of 2,000-year-old Aztec architecture. Using local materials is an approach that makes it easier to connect with local people while also making our completely exotic perfumes more accessible in our own way.
Another reason is that if we were to try to create the same design all over the world, we would have to transport materials from all over the world, which is not good for the environment.


--Finally, do you have a message for customers who are eagerly awaiting the pop-up at Isetan Shinjuku Store, Men's Building ?


We have created around 120 different fragrances. This is because our brand seeks diversity, and we hope that each creation will reach at least one person in the world. By creating this limited-time pop-up event in Shinjuku, Japan, we hope to meet customers we have never encountered before. And we hope that they will find a fragrance they love. We look forward to seeing you at Isetan Shinjuku Store, Men's Building .

Event Information

►Related Articles ・[February 25th (Sat) - March 21st (Tue)] New fragrances will also be unveiled. Experience the world of Fueguia 1833 fragrances at Isetan Shinjuku.

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