In the branding landscape, few factors evoke enduring emotional connections quite as potently as a luxury fragrance. With the fragrance market expected to reach USD 48 billion globally by 2023, perfumery Maison 21G has carved a niche by crafting personalized, multi-sensory olfactory experiences. Renowned for its commitment to eco-friendly ingredients and tailored scents, Maison 21G is redefining how top hospitality brands connect with their customers’ sense of smell.
One of the latest collaborations of Maison 21G was with the Mandarin Oriental Singapore, which experienced a complete scent overhaul during its reopening last September. The Maison tailored a unique fragrance designed to embody the hotel’s essence and heritage as guests stepped inside. The scent features luminous orange notes, floral white tea, and osmanthus from China, infused into hotel candles and pillow mists. Utilizing advanced micro-diffusing methods, the fragrance is effortlessly disseminated throughout the hotel, enhancing the sensory experience for every visitor.
“Mandarin Oriental’s choice to adopt a comprehensive scent design demonstrates their profound appreciation of fragrance as a vital aspect of brand experience,” states Johanna Monange, the founder of Maison 21G.
The perfume house has expanded its reach globally, particularly emphasizing luxury hospitality sectors in China, Europe, and the Middle East. In China, the Maison collaborated with Kimpton Hotels to provide a complete line of bath amenities, including shampoo, conditioner, shower gel, and refined candles for VIP guests.
Additionally, in Dubai, Maison 21G collaborated with Paris Society to develop unique scents for luxury beach clubs — Gigi Dubai and Maison Revka. Drawing inspiration from the tranquil shoreline, Maison 21G designed an array of personalized products that include refreshing facial mists and coastline-themed sunscreens. This initiative positions these beach clubs as locations where fragrance is an essential element of the overall guest experience rather than merely an accessory.
Maison 21G’s immersive scent experiences extend to other luxury lifestyle brands as well. The British Formula 1 team Williams Racing teamed up with Maison 21G to create an exclusive gift collection featuring candles, reed diffusers, and car scenting products.
These collaborations have thus far enabled Maison 21G to position itself as a frontrunner in the luxury fragrance domain. The unique power of fragrance lies in its proficiency to inspire memories distinct from visual or auditory marketing. The growing roster of esteemed partners, spanning luxury hotels to serene getaways, underscores the significance of scent as a core element of brand identity.
Maison 21G has positioned itself as a worldwide authority in custom perfumery, celebrated as the premier “Scent Couturier.” Specializing in the creation of distinctive fragrance identities and sustainable scented offerings, the Maison collaborates with iconic brands around the globe to develop immersive experiences that convey their narratives and values while blending luxury seamlessly with eco-friendly innovation.
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