Fueguia 1833 is a niche perfume brand founded by Julian Bedel in Buenos Aires, Argentina, in 2010. Drawing inspiration from Argentina's vast natural landscapes and the science of fragrance, Fueguia 1833 pays homage to the indigenous cultures of the Americas and their communities' dedication to nurturing and protecting wild herbs.

The brand's first flagship store in Korea recently opened in Seoul's Cheongdam-dong, known for its high-end boutiques. The local creative design group, Common Room, crafted the store's interior design, drawing inspiration from traditional Korean architectural styles and materials. The exterior features pillars resting on stone bases, a nod to traditional architecture, with partitions that evoke traditional Korean paper doors, facilitating an interplay between the interior and exterior.

Materials such as weathering Corten steel, which captures the essence of time's passage, were used, and the store is divided into Perfumes and Lifestyle areas, accessible through two separate entrances. Upon entering, visitors are greeted by a restrained and elegant atmosphere created by the beige tones of the traditional Korean fabric, sambe, used for the walls and ceilings. At the center, a circular Perfume display table allows customers to navigate and sample 120 different fragrances naturally.

This table resembles a piece of art, its color emerging through numerous layers of paint, much like the traditional Korean process of repeatedly coating hemp cloth. The brand's symbol wall lights and library-style wooden furniture maintain the wood's natural rough texture, while traditional Korean paper indirect lighting adjusts the display effect of the perfumes and the store's lighting.

Through these efforts, customers can fully immerse themselves in the brand's signature display, experiencing Fueguia 1833 within a modern interpretation of traditional Korean atmosphere and colors. The Perfumes and Lifestyle areas within are flexibly separated by curtains made of pure raw silk. In the Lifestyle area, guests can enjoy a selection of teas and coffees at a big table made from naturally shaped charred wood.

The founder, a perfumer, and guitarist, draws inspiration from nature, art, and various places and interprets them philosophically. A guitar displayed on a Korean-style lattice-patterned paper wall reflects his unique curiosity, offering a distinctive touch that resonates with customers, setting it apart from traditional perfumeries.