In luxurious hospitality, each element counts — the welcome, the service the environment however what really lingers lengthy after check-out is usually scent. Luxurious hospitality has lengthy been outlined by grand structure, impeccable service and world-class delicacies — however more and more, it’s what company really feel that defines a keep. On the intersection of design and emotion, perfume is rising because the soul of lodge storytelling. Johanna Monange — the founding father of Maison 21G — is the invisible hand behind the olfactive identities of locations like Raffles Sentosa, Marina Bay Sands, Ritz-Carlton, Chedi Hegra and Mandarin Oriental Singapore. On this unique interview, she reveals how scent turns into reminiscence, how reminiscence turns into magic and why the way forward for hospitality is now not seen — it’s felt.
You’re usually described because the inventive pressure behind the scent identities of a few of the world’s most iconic inns. How do you personally outline the artwork of luxurious lodge scenting?
Johanna Monange (JM): To me, true luxurious isn’t simply what you see or hear — it’s what you’re feeling. And scent is the one sense that speaks on to emotion, bypassing purpose to awaken reminiscence and stir the soul. In that manner, perfume will not be an adjunct — it’s the silent architect of emotional expertise. It lingers lengthy after a visitor has left, turning into the invisible thread that ties them to a spot, a second, a sense.
Scent is probably the most intimate type of design. It enters the visitor expertise discreetly, but leaves probably the most lasting impression. It bridges model identification with human emotion, remodeling areas into soulful environments that resonate on a private degree. In luxurious hospitality, a scent should be greater than stunning — it should be significant. It ought to replicate the model’s DNA, its tradition, its clientele, its geography, and its values. When finished proper, perfume turns into the primary impression and the ultimate reminiscence—a silent welcome, a delicate goodbye.
Once I was invited to design the signature scent for Raffles Sentosa Singapore, I walked by means of the soon-to-open property with their visionary crew. We explored the majestic foyer, the serene villas, and spoke at size concerning the spirit of the area: legacy, intimacy, timeless class, and a deep connection to nature. One phrase stood out and have become my North Star: “A spot of countless potentialities, the place you arrive as a visitor, depart as a good friend, and return as household.”
To embody that, I composed a perfume that includes glowing Bergamot, Ocean breeze accords, uncommon Tuscan Orris, and heat, grounding Cedarwood and creamy Sandalwood. It was contemporary and uplifting, but noble and serene — an olfactive portrait of the island itself. However the scent didn’t cease within the air.
We prolonged the perfume all through each touchpoint: luxurious reed diffusers in every villa, pillow mists to cradle goals, scented rest room facilities, and even sunscreen by the poolside — every product fastidiously infused with the signature scent, subtly enriching the visitor’s emotional journey at each second.
The collaboration advanced right into a bespoke facilities trousseau, with hand cream, lip balm, aftershave, after-sun lotion, and a curated scent present package for VIPs. We additionally designed a line of inventive candles and reed diffusers, adorned with the traveller’s palm and peacock motifs — symbols of Raffles’ tropical heritage. These weren’t simply stunning objects; they turned emotional souvenirs offered of their boutique, items of the expertise company may take house. On the request of the Common Supervisor, we designed a monumental ceramic reed diffuser and candle — a bespoke centerpiece for the salon that might embody the distinctive scent identification of Raffles in each kind and perfume. Over the course of three months, we collaborated with grasp ceramicists to carry this sculptural imaginative and prescient to life, seamlessly merging olfactive storytelling with artisanal craftsmanship to create a real icon of place and scent.
On the coronary heart of the lodge, we put in a Maison 21G Atelier de Création — a inventive fragrance area the place elite company are invited to co-create their very own signature perfume utilizing pure essences impressed by the Raffles spirit. It’s greater than a boutique — it’s a probability to write down their very own scent story. And at last, we prolonged the scent expertise to the spa. Visitors can select from wellness oils — enjoyable, energising, or detoxifying — every mix designed to supply each therapeutic and emotional advantages. It transforms a conventional therapeutic massage right into a personalised voyage of the senses.
At Raffles Sentosa, scent will not be a of entirety — it’s the soul of the expertise. From the second of arrival to the ultimate farewell, it creates a story that unfolds by means of emotion, reminiscence, and feeling.
At Maison 21G, we don’t simply fragrance areas — we craft the emotional blueprint of each area. I like to design how a spot ought to really feel earlier than it’s ever seen. That’s the energy of scent — it turns luxurious into reminiscence, and reminiscence into magic.
What’s your inventive course of when translating a lodge’s model right into a bespoke perfume?
JM: Probably the most iconic inns will not be merely locations — they’re feelings, etched into reminiscence. And scent is the invisible signature that lingers lengthy after check-out, binding moments to position.
At Maison 21G, each creation begins with deep immersion. I don’t begin with substances — I begin with immersion. I reside the model, breathe its ambiance, and solely then start to translate its soul into scent. I craft how a spot ought to really feel, lengthy earlier than it’s seen.
For Marina Bay Sands, I created “Limitless” — an iconic scent that captures ambition in movement. I walked its huge corridors as a silent observer, absorbing the heart beat of chance: the interaction of sunshine on marble, the quiet confidence in each visitor’s stride, the seamless dance between indulgence and aspiration. This wasn’t simply luxurious — it was elevation.
The perfume the lodge wanted needed to whisper class whereas roaring potential. I composed a daring but refined mix: Sage for readability and momentum, Cedarwood for a pointy, fashionable edge, Vetiver for depth and grounded luxurious, and Oceanic notes for freedom. The consequence was “Limitless” — an olfactive crescendo that mirrors the hovering skyline views and the vitality of high-stakes moments.
We subtle it as a signature reed scent in each room, and expanded it into pillow mists, face sprays, and tub oils, delicately packaged for premium company. These sensorial gestures make sure the Marina Bay Sands’ spirit travels with the visitor — from arrival to departure, and in reminiscence lengthy after.
On the iconic Chedi Hegra in AlUla, the scent journey takes on a near-spiritual dimension. Drawing from the awe-inspiring desert panorama, I crafted a mix of sacred Oud, uncommon Rose Taif, and radiant photo voltaic Saffron — an olfactory tribute to the golden gentle and profound stillness of this historic web site. From the second company arrive to their time within the wellness sanctuary, each step is a seamless passage by means of time and perfume. Even the therapeutic massage oils and robes carry refined scents that echo the area’s meditative essence.
As we speak, personalisation isn’t only a pattern — it’s an expectation. Within the realm of five-star hospitality, true distinction lies in being remembered, and nothing imprints itself on reminiscence fairly like a signature scent.
How are inns utilizing scent to raise their ancillary choices and visitor rituals?
JM: In actual luxurious hospitality, scent isn’t only a good contact — it’s a part of the story you’re telling. Whether or not it’s a evenly misted towel, a refined perfume on the pillow, or the contemporary aroma within the bathe, each element ought to evoke a sense. Scent is the soul of service, made tangible.
With Kimpton Lodge in Hainan, we needed the perfume to information company by means of a full sensory journey. We created customized reed diffusers and artisanal candles as welcome items, and infused the tub merchandise — shampoo, bathe gel, physique lotion — with a crisp mix of Vetiver and Ocean. The scent captured that contemporary sea breeze and the grounding calm of lush greenery. So even a morning bathe or night wind-down felt like a small, private escape.
For Luura Lodge in Greece, the imaginative and prescient was one thing really particular — sunlit, soulful, and deeply rooted within the native spirit. Tucked between olive groves and searching over crystal- clear waters, they needed a scent that celebrated the fantastic thing about the place with out overwhelming the sunshine, breezy summer season air. So we created a fragile mix of Fig leaves and wild Olive Tree essence — drawn straight from the land itself. The consequence? A contemporary, inexperienced, and comforting perfume that appears like a smooth breeze rustling by means of sun-warmed leaves.
This light scent now runs by means of their rest room facilities — from silky lotions to refreshing hand washes — bringing a way of calm and connection to nature with each use. However at Maison 21G, it’s not nearly how one thing smells. We care simply as a lot about the way it’s made. That’s why we share a powerful dedication to sustainability with our lodge companions. Our formulation are clear — no parabens, phthalates, sulfates, or harsh chemical compounds. They’re 100% vegan and full of high-quality pure substances which might be sort to each pores and skin and planet.
Whereas most ancillary merchandise use solely 0.3 p.c to 0.5 p.c perfume — usually artificial — we go a lot additional, utilizing 1 p.c to 1.5 p.c with noble pure essences. It’s one of the luxurious formulation within the trade — crafted with care and no shortcuts. We additionally put actual thought into the containers. Our ancillaries are refillable and created from elegant, sustainable supplies like ceramic, glass, or aluminum — remodeling easy moments into stunning, aware rituals.
As a result of truthfully, that’s the place inns are headed: moral, elevated, and emotionally memorable.
What rising tendencies are you observing in the best way inns are incorporating perfume into their visitor expertise?
JM: Motels don’t simply desire a good scent floating by means of the foyer anymore; they need to create an emotional journey for his or her company, and scent performs an enormous half in that. It’s the invisible thread that connects each second of the keep.
That’s why we’re bringing perfume into each key touchpoint — from the primary hiya to the ultimate goodbye. Image this: you step right into a superbly scented limousine, the place a discreet diffuser fills the area with an expensive aroma that units the tone for what’s to return. You’re greeted on the lodge with a freshly steamed towel, evenly perfumed with the model’s signature notes. In your room, a ceramic or glass reed diffuser gently scents the air, whereas within the rest room, each product — bathe gel, shampoo, physique lotion — carries a perfume crafted to replicate the lodge’s identification.
These aren’t off-the-shelf merchandise with no connection to the model. They’re luxurious, high- focus formulation made with pure substances, turning easy routines into moments of self-care. At turndown, there’s a personalised pillow mist ready that can assist you drift into restful sleep. And within the spa, company may even select their very own therapeutic massage oil scent — blends designed to calm down, detox, or energise, every one full of actual wellness advantages.
It’s about making each element really feel considerate, intentional, and deeply private.
And naturally, we don’t cease on the lodge keep itself. We create stunning, memorable scented items that company can take house — suppose elegant candles, refined reed diffusers, and bespoke eaux de parfum, all infused with the lodge’s signature scent. These aren’t simply souvenirs — they’re emotional keepsakes that permit company relive the expertise lengthy after they’ve checked out.
That’s precisely what we did for the brand new Laurus Lodge at Resorts World Sentosa. We spent six months creating a full assortment of distinctive, scented, and branded objects — every one fastidiously designed to replicate the lodge’s identification and values. Each element was thought-about, identical to how luxurious homes like L’Oréal or LVMH craft their merchandise.
This sort of method turns lodge company into lively contributors within the model story. They don’t simply go to — they join, bear in mind, and return. In at present’s world of luxurious hospitality, it’s not nearly how an area smells. It’s about the way it makes you’re feeling. And when finished proper, scent turns into one of the highly effective methods to create a long-lasting emotional bond.
In your opinion, what’s the most important miss in how inns method scent branding?
JM: One of many largest — and most costly — errors inns make goes with off-the-shelf scents from machine suppliers. Positive, they’re handy, however they strip away what makes a lodge really distinctive. Actual luxurious isn’t about comfort — it’s about creating a powerful, memorable identification.
Once I work on a bespoke scent for locations like Aquarius Lodge, Crockfords, or Michael Lodge, it’s by no means a one-way avenue. It’s a inventive journey we take collectively. I dive deep into the lodge’s story, values, location, and the sort of company they welcome. Then, by means of a number of rounds of olfactive trials and suggestions classes, we co-create a signature scent that’s aligned with the model on each degree. It’s not nearly making one thing that smells good — it’s about crafting one thing significant and lasting. And that’s not one thing you’ll ever get from a pre-made scent in a catalog.
One other widespread mistake? Getting the depth all unsuitable. Too robust, and the scent overwhelms. Too weak, and it vanishes. Even probably the most stunning perfume can fall flat if it’s not subtle correctly.
At Maison 21G, we deal with diffusion with the identical precision because the scent itself. As soon as the fragrance is prepared, we work carefully with the lodge crew to fine-tune the diffusion — adjusting for the area’s structure, airflow, ceiling top, how company transfer by means of the realm, even the time of day. Each element issues.
That’s what units Maison 21G aside. We don’t simply create a gorgeous scent — we ensure that it lives completely within the area. Scent shouldn’t shout. It ought to whisper. It ought to wrap across the visitor gently, leaving a quiet, highly effective impression that stays with them lengthy after they’ve left.
To seek out out extra about Maison 21G, go to https://www.maison21g.com/house or contact them at create@maison21g.com
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