As part of its grand reopening on September 1, 2025, Waldorf Astoria New York has announced the debut of its exclusive signature fragrance, “301 Park Avenue,” created in collaboration with renowned fragrance house Fueguia 1833. The scent is set to be woven into the fabric of the hotel’s public spaces, serving as a sensory hallmark that reflects the essence of Waldorf Astoria’s luxury legacy and forward-looking transformation.
This aromatic innovation signals more than just a reintroduction of the iconic property—it marks the evolution of sensory branding in the luxury hospitality sector. The bespoke fragrance, infused with over eight natural ingredients, promises to elevate the hotel experience by adding an olfactory signature that lingers in memory long after checkout.
A Fragrance Rooted in History and Artistry
The newly developed scent draws its name and spirit from the hotel’s historic address, 301 Park Avenue. Created by Fueguia 1833 founder Julian Bedel, the composition blends warm woody notes with elegant floral and citrus elements to evoke nostalgia and intimacy—reminiscent of a private Cole Porter concert during the hotel’s golden era.
“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 Bedel. “It evokes a journey through time, blending nostalgia with curiosity and familiarity with mystery.”
Crafting the Signature Experience
After months of collaborative development, Waldorf Astoria New York’s Managing Director, Luigi Romaniello, and the Fueguia team finalized the scent to encapsulate the hotel’s identity: refined, soulful, and distinct. Ingredients like Pensamiento, Sandalwood, Lirio del Campo, and Santalum work harmoniously to create a layered, warm, and contemporary scent profile. Notes of citrus and floral at the top introduce freshness, while the woodsy heart and base offer depth and timeless sophistication.
“The introduction of Fueguia’s bespoke scent aligns perfectly with the reimagined Waldorf Astoria New York,” said Romaniello. “This fragrance embodies the timeless elegance of the past while embracing the modern luxury and innovation that define us for today’s travelers and future generations.”
The perfume will not only scent communal spaces like the Peacock Alley and Silver Corridor, but also be available for guests to take home in the form of candles and diffusers, sold exclusively at the hotel’s front desk.
The Role of Fragrance in Luxury Hospitality
The use of fragrance in hotels is increasingly recognized as a key driver of brand identity, emotional connection, and guest loyalty. According to research by the International Journal of Contemporary Hospitality Management, ambient scenting enhances customer satisfaction, improves perceived service quality, and deepens memory recall of the experience. Hotels like Waldorf Astoria are pioneering this trend by curating exclusive olfactory environments that enrich storytelling, comfort, and elegance.
Moreover, the U.S. Travel Association and hospitality design firms affirm that the multi-sensory approach—including fragrance—has emerged as a differentiator in post-pandemic luxury travel, where personalization and emotional engagement are more valued than ever.
By investing in a scent that complements its restored interiors and historic character, Waldorf Astoria is reaffirming its status not only as a New York landmark, but also as a trendsetter in global luxury hospitality.
A Grand Return to Park Avenue
The reopening of Waldorf Astoria New York comes after a multi-year restoration that carefully preserved Art Deco details while updating the infrastructure to meet modern luxury standards. As one of Manhattan’s most celebrated addresses, the property will feature hotel rooms and branded residences, positioning itself as a beacon of next-generation urban luxury.
The addition of a signature scent further sets the stage for a sensory-rich guest journey, starting from the first step through its storied doors.
Availability and Reservations
“301 Park Avenue” by Fueguia 1833 will be available for purchase exclusively at Waldorf Astoria New York beginning September 1, 2025. Guests and fragrance connoisseurs can take home this unique part of their stay through a curated line of candles and diffusers.
Reservations for stays at the newly reopened Waldorf Astoria New York can now be made via the official website or global Hilton Honors channels.
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Image credit: Fueguia 1833
