Maison 21G Enhances Luxury Hospitality with New Custom Fragrance Collection

The perfume house's collaborations with luxury hospitality firms are improving opulent experiences and reinforcing brand identification.

In branding, few elements possess the ability to build enduring emotional connections as effectively as a premium fragrance. The fragrance industry is expanding, with a global market size of USD 48 billion in 2023, and perfumery Maison 21G has thrived by offering customized, immersive olfactory experiences. Renowned for creating bespoke fragrances with eco-friendly components, the Maison is revolutionizing the manner in which prominent hospitality brands connect with their clients' olfactory experiences.

Maison 21G recently collaborated with the Mandarin Oriental Singapore, which saw a complete smell makeover during its re-opening in September. Maison 21G created a custom fragrance that embodies the ideals and legacy of the Mandarin Oriental when guests enter. Bright orange notes, fragrant white tea, and osmanthus from China are incorporated into hotel candles and pillow mists. The scent is uniformly disseminated throughout the hotel via innovative micro-diffusing techniques, enhancing the sensory experience of the stay.

Johanna Monange, founder of Maison 21G, states, “Mandarin Oriental’s choice to adopt a comprehensive 360-degree scent design demonstrates their profound comprehension of scent as a significant aspect of brand experience.”

The perfume business has broadened its global operations, emphasizing premium hotel markets in China, the Middle East, and Europe. In China, the Maison collaborated with Kimpton Hotels to develop a comprehensive range of bath goods, including shampoo, conditioner, and shower gel, as well as sophisticated candles for VIP guests.

In Dubai, Maison 21G collaborated with Paris Society to create bespoke fragrances for luxury beach clubs — Gigi Dubai and Maison Revka. Motivated by the coastal refuge, Maison 21G developed a collection of customized accessories, with invigorating facial mists and sunscreen influenced by the ocean. Consequently, these beach clubs have transformed into venues where fragrance is not merely an accessory but a fundamental component of the total guest experience.

The Maison's immersive olfactory experience encompasses additional luxury lifestyle brands. The British Formula 1 team Williams Racing collaborated with Maison 21G to create a distinctive gift package with candles, reeds, and car diffusers.

Thus far, these agreements have enabled Maison 21G to position itself as a leader in the luxury fragrance sector. The potency of scent resides in its capacity to elicit memories distinctively compared to visual and aural branding. The expanding roster of prestigious collaborators for Maison 21G, ranging from luxury hotels to serene retreats, underscores the significance of fragrance as a fundamental element of corporate identification.

Maison 21G has established itself as a global leader in custom perfumery, acclaimed as the premier "Scent Couturier." Specializing in the creation of unique fragrance identities and sustainable scented products, the Maison collaborates with renowned global companies to develop immersive experiences that embody their narratives and principles, effectively merging luxury with environmentally aware innovation.