Julian Bedel's Fueguia 1833 opens perfume factory in Milan

Argentine artist and perfumer Julian Bedel has opened a central production factory for his brand Fueguia 1833 in Milan, chosen for its entrepreneurial spirit and logistical centrality. The brand, founded in 2010 in Buenos Aires, began as a performative installation with fifteen fragrances and has since expanded to over one hundred limited-edition scents across eleven collections. Bedel, who started as a sculptor, painter, and luthier, uses fragrance as a medium to provoke sensory and emotional reactions, drawing on Argentina's tradition of medicinal herbs and the biodiversity of Latin America. The company's Fueguia Botany estate in Uruguay cultivates and distills hundreds of officinal herbs, involving local communities through the HelpArgentina foundation. In Milan, the factory includes a carpentry workshop using reclaimed wood, supporting boutique fittings and packaging. Bedel also collaborates with Cremona's Museo del violino to analyze volatile compounds from Stradivari violins. Fueguia 1833's retail spaces, which Bedel personally designs, are called 'galleries' and emphasize an experiential, contemplative approach. The brand has boutiques in New York, Japan, Canada, London, Zurich, Dubai, and its first Italian store opened in Milan in 2018.