NEW YORK CITY– Waldorf Astoria New York announced today an exclusive partnership with perfume house Fueguia 1833 to introduce its signature scent, 301 Park Avenue, which will be thoughtfully integrated throughout the public spaces of the hotel and residences of the iconic property. The scent, named after the address of the legendary hotel, is a tribute to timeless artisanry, reimagined for a new era.
When the hotel opens its doors following an extensive restoration, it will set the benchmark for the future of luxury in New York City while honoring its timeless past. From the legendary Peacock Alley to Silver Corridor and beyond, the scent will add a rich sensory layer throughout the public spaces to create a memorable guest experience.
“Inspired by the golden age of music, we infused 301 Park Avenue with warm, woody notes to create the intimate ambiance of a private Cole Porter concert – an homage to the hotel’s culturally rich past,” said Julian Bedel, founder, Fueguia 1833. “It evokes a journey through time, blending nostalgia with curiosity and familiarity with mystery. The scent captures the hotel’s evolving identity, merging legacy with modernity, and memory with transformation, much like the landmark itself.”
After several months of research and development in partnership with the Fueguia 1833 team, Waldorf Astoria New York’s Managing Director, Luigi Romaniello, found the perfect scent that blends more than eight ingredients including Pensamiento, Sandalwood, Lirio del campo and Santalum. Combined, they create a warm, woody scent that balances sophistication and timelessness with a contemporary touch. The perfume unfolds with vibrant citrus and floral notes adding a modern, forward-looking twist.
“The introduction of Fueguia’s 1833 bespoke scent, 301 Park Avenue, aligns perfectly with the reimagined Waldorf Astoria New York. The next chapter of this iconic hotel calls for a perfume that captures its unique spirit, and I can’t think of a better partner than Fueguia 1833 whose bespoke approach complements the hotel’s commitment to excellence and personalized service,” said Romaniello. “It’s a tribute to the vibrant soul of the Golden Age, inspired by the iconic Park Avenue and the cultural legends who have shaped this city. This creation embodies the timeless elegance of the past while embracing the modern luxury and innovation that define Waldorf Astoria New York for today’s travelers and future generations. We are thrilled to offer this sensory experience as part of a new era at our hotel.”
The scent will be available exclusively for purchase at the front desk in the form of candles and diffusers.
Waldorf Astoria New York is accepting reservations beginning September 1, 2025. For hotel reservations and more information, please visit waldorfastorianewyork.com. For more information on owning a residence at Waldorf Astoria Residences New York, please visit waldorfastoriaresidencesny.com. Follow the hotel and residences on Instagram at @waldorfnyc and on Facebook at @WaldorfAstoriaNewYork.
Read more about Waldorf Astoria Hotels & Resorts at stories.hilton.com.
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About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,800 properties and nearly 1.3 million rooms, in 139 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 226 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.
About Waldorf Astoria Hotels & Resorts
Waldorf Astoria Hotels & Resorts is an award-winning portfolio of 36 iconic properties, each embodying a distinct sense of place through sincerely elegant service, one-of-a-kind experiences, and culinary mastery in landmark destinations around the world. The highly anticipated reopening of Waldorf Astoria New York marked a defining moment for the brand - reintroducing a legend while ushering in a new era of luxury. Inspired by their timeless environments, Waldorf Astoria hotels deliver an effortless experience seamlessly, creating a true sense of place for guests through stunning architecture, the famous Peacock Alley, refined art collections, Michelin-starred dining and elevated in-room amenities. In addition to the brand’s world-class hotel offerings, Waldorf Astoria boasts a global residential portfolio that provides the comfort of a private home combined with unsurpassed amenities and high-touch service. Waldorf Astoria is part of Hilton, a leading global hospitality company. Experience an unforgettable stay at Waldorf Astoria Hotels & Resorts by booking at waldorfastoria.com or through the through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits Learn more about Waldorf Astoria Hotels & Resorts at stories.hilton.com/waldorfastoria, and follow the brand on X and Instagram.
About Waldorf Astoria New York
For nearly a century, Waldorf Astoria New York has been a fixture of New York City society, earning its place as a beacon of radiance in the cultural capital of the world. Following a meticulously and thoughtfully-crafted restoration effort led by renowned architects from Skidmore, Owings & Merrill and interior design by Pierre-Yves Rochon, the property will retain the scale and beauty of the original Art Deco architecture reimagined with fresh contemporary furnishings that pay homage to the original Waldorf Astoria New York. The 375-room hotel will feature some of Manhattan’s largest rooms and suites that will embody the spirit of New York. Above the hotel will sit 372 private residences, ranging from studios to four bedrooms, with interiors designed by Jean-Louis Deniot. Residents will have exclusive access to 50,000 square feet of amenities and an art collection curated by Swiss collector and auctioneer Simon de Pury. Fully furnished residences curated by world-renowned design studio B&B Italia are also available, along with audio visual packages with Bang & Olufsen. In addition, hotel guests, residents and visitors will have access to a holistic wellness program, including a Guerlain Wellness Spa spanning over 20,000 square feet and a state-of-the-art fitness center. Unmatched culinary offerings include a standout signature restaurant helmed by acclaimed Chef Michael Anthony, the return of Peacock Alley in partnership with renowned Mixologist Jeff Bell and Yoshoku, a Japanese dining experience. The property will also feature 43,000 square feet of modernized event space including a striking new opera-inspired Grand Ballroom set to be the crown jewel of New York City’s entertainment scene. Visit waldorfastorianewyork.com for more information or follow the hotel on Instagram at @waldorfnyc and on Facebook at @WaldorfAstoriaNewYork.
About Fueguia 1833
Fueguia 1833 is a perfume laboratory blending scientific research with artistic exploration. Founded in 2010 in Buenos Aires (Argentina) by Julian Bedel, it draws inspiration from Latin America’s rich culture, history, and landscapes. The brand maintains full vertical integration ensuring traceability at every step of our artisanal process. Our Galleries are unique spaces where visitors can experience a botanical and sensory exploration that is not tied to the cosmetics or beauty industry, but rather to the exploration of identity and the botanicals in each of our creations.