In the world of branding, few elements have the power to create lasting emotional connections quite like a luxury scent. As the fragrance industry continues to expand — with a global market size valued at USD 48 billion in 2023 — perfumery Maison 21G has succeeded by creating bespoke, immersive olfactory experiences. Known for crafting personalised scents with a commitment to eco-friendly ingredients, the Maison is transforming how some of the world’s most renowned hospitality brands engage with their consumers’ olfactory senses.
One of Maison 21G‘s recent partnerships is with the Mandarin Oriental Singapore, which underwent a full scent transformation as part of its re-opening last September. Maison 21G developed a bespoke fragrance that would encapsulate the Mandarin Oriental’s values and heritage as guests entered the doors. Notes of bright orange, floral white tea, and osmanthus from China are blended into hotel candles and pillow mists. Through advanced micro-diffusing techniques, the scent is also seamlessly dispersed throughout the hotel, creating a sensory stay.
“Mandarin Oriental’s decision to embrace a full 360-degree scent design reflects their deep understanding of scent as a powerful dimension of brand experience,” explains Johanna Monange, founder of Maison 21G.
The perfume brand has also expanded its operations worldwide, with a particular focus on luxury hospitality markets in China, the Middle East and Europe. In China, the Maison partnered with Kimpton Hotels to create a full set of bath products, including shampoo, conditioner, and shower gel, alongside elegant candles for VIP guests.
Similarly, in Dubai, Maison 21G worked with Paris Society to craft custom scents for upscale beach clubs — Gigi Dubai and Maison Revka. Inspired by the seaside sanctuary, Maison 21G created a range of bespoke ancillaries that include refreshing face mists and coastal-inspired sunscreen. Through this, these beach clubs have become destinations where fragrance is not just an accessory but an integral part of the overall guest experience.
The Maison’s immersive scent experience extends to other luxury lifestyle brands. British Formula 1 team Williams Racing partnered with Maison 21G to design an exclusive gift set of candles, reeds and car diffusers.
So far, these collaborations have helped Maison 21G establish itself as a leader in the luxury fragrance industry. The power of scent lies in its ability to evoke memories in ways that differ from visual and auditory branding. Maison 21G’s growing list of high-profile partners — from luxury hotels to quiet retreats — attests to the power of scent as an essential component of brand identity.
Maison 21G has emerged as a global leader in bespoke perfumery, renowned as the ultimate “Scent Couturier.” Specialising in creating distinctive fragrance identities and sustainable scented products, the Maison partners with iconic brands worldwide to craft immersive experiences that reflect their stories and values, seamlessly blending luxury with eco-conscious innovation.
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