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Genelec delivers sound to Fueguia 1833’s multisensory Tokyo gallery

Established in Buenos Aires in 2010 by Argentinian artist Julian Bedel, Fueguia 1833 is a fragrance brand that has developed a global following for its perfumes, which fuse botanical science with an artistic approach. The brand’s latest gallery finds its home in Tokyo’s Azabudai Hills, a large-scale multi-purpose urban village designed to exist in harmony with nature, while supporting healthy living.

Tucked into a corner of the main tower, the Azabudai Gallery has the air of a cosy hidden retreat - its inviting interior, alive with pleasant aromas, brought to life with audio from Genelec. Mr. Uraoka, who represents Fueguia 1833 Japan, is delighted with the atmosphere achieved at the new site, which is now their third location in Japan following Ginza and Roppongi. “Our aim was to create a gallery like no other”, he explains. “After discussions with Julian, we set out to create something truly special - a gallery inspired by the concept of a treehouse. The result is a remarkable space designed to engage all five senses.”

A collection of perfume bottles forms the centrepiece of the space. Several wall-mounted electric guitars add a layer of personality, while the warm textures of the wooden interior invite tactile engagement. Catering to the olfactory pleasures, an in-store bar serves a selection of wines, chosen to pair with the fragrances, offering guests a relaxed and layered sensory experience. The final element is sound - and this is where Genelec comes in.

“Julian was very clear from the beginning: audio was not to be just an afterthought”, says Uraoka. “It had to be part of the architecture, part of the wider experience. Julian uses Genelec loudspeakers in his personal studio at home in Italy, he’s relied on them for years. So, when we began planning the Tokyo gallery, he didn’t even consider another brand.”

The audio system comprises eight compact Genelec 8320A SAM studio loudspeakers distributed throughout the gallery and integrating discreetly into the space’s interior. Each loudspeaker was calibrated using Genelec Loudspeaker Manager (GLM) software, which measures and adjusts frequency response, playback level and distance delay. This allowed the team to finetune the system, balancing levels across different zones and ensuring the sound felt immersive without becoming overwhelming.

Bedel personally curates the music played in the gallery, drawing from his background as a guitarist and composer. His selections blend classical, jazz, and contemporary instrumental music - chosen not only for their emotional quality but also for how they interact with the fragrances on display. “Music and fragrance are actually connected at many levels”, says Bedel. “The raw materials of each work seem to echo certain qualities of music such as amplitude, frequency, and tone.”

(Photos: Genelec/Fueguia 1833)

www.genelec.com

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