Grams of Genius: Crafting the Soul of Luxury Hospitality

Johanna Monange, Founder of Maison 21G, on Designing Iconic Scent Identities for the World’s Most Prestigious Hotels

Step inside the world of scent couture with Johanna Monange, the visionary behind Maison 21G. In this exclusive interview, she reveals how she’s redefined the olfactive DNA of legendary properties such as Raffles Sentosa, Marina Bay Sands, Mandarin Oriental Singapore, Ritz-Carlton, Kimpton, and Chedi Hegra. Where innovation meets emotion, her fragrances elevate the guest experience—one note at a time.

Q: You are often described as the creative force behind the scent identities of some of the world’s most iconic hotels. How do you personally define the art of luxury hotel scenting?

Johanna Monange:

To me, true luxury isn’t just what you see or hear—it’s what you feel. And scent is the only sense that speaks directly to emotion, bypassing reason to awaken memory and stir the soul. In that way, fragrance is not an accessory—it’s the silent architect of emotional experience. It lingers long after a guest has left, becoming the invisible thread that ties them to a place, a moment, a feeling.

Scent is the most intimate form of design. It enters the guest experience discreetly, yet leaves the most lasting impression. It bridges brand identity with human emotion, transforming spaces into soulful environments that resonate on a personal level. In luxury hospitality, a scent must be more than beautiful—it must be meaningful. It should reflect the brand’s DNA, its culture, its clientele, its geography, and its values. When done right, fragrance becomes the first impression and the final memory—a silent welcome, a gentle goodbye.

When I was invited to design the signature scent for Raffles Sentosa Singapore, I walked through the soon-to-open property with their visionary team. We explored the majestic lobby, the serene villas, and spoke at length about the spirit of the space: legacy, intimacy, timeless elegance, and a deep connection to nature. One phrase stood out and became my North Star: “A place of endless possibilities, where you arrive as a guest, leave as a friend, and return as family.”

To embody that, I composed a fragrance featuring sparkling Bergamot, Ocean breeze accords, rare Tuscan Orris, and warm, grounding Cedarwood and creamy Sandalwood. It was fresh and uplifting, yet noble and serene—an olfactive portrait of the island itself. But the scent didn’t stop in the air.

We extended the fragrance throughout every touchpoint: luxurious reed diffusers in each villa, pillow mists to cradle dreams, scented bathroom amenities, and even sunscreen by the poolside—each product carefully infused with the signature scent, subtly enriching the guest’s emotional journey at every moment.

The collaboration evolved into a bespoke amenities trousseau, with hand cream, lip balm, aftershave, after-sun lotion, and a curated scent gift kit for VIPs. We also designed a line of artistic candles and reed diffusers, adorned with the traveller’s palm and peacock motifs—symbols of Raffles’ tropical heritage. These weren’t just beautiful objects; they became emotional souvenirs sold in their boutique, pieces of the experience guests could take home. At the request of the General Manager, we designed a monumental ceramic reed diffuser and candle—a bespoke centerpiece for the salon that would embody the unique scent identity of Raffles in both form and fragrance. Over the course of three months, we collaborated with master ceramicists to bring this sculptural vision to life, seamlessly merging olfactive storytelling with artisanal craftsmanship to create a true icon of place and scent.

At the heart of the hotel, we installed a Maison 21G Atelier de Création—a creative perfume space where elite guests are invited to co-create their own signature fragrance using natural essences inspired by the Raffles spirit. It’s more than a boutique—it is a chance to write their own scent story. And finally, we extended the scent experience to the spa. Guests can choose from wellness oils—relaxing, energising, or detoxifying—each blend designed to offer both therapeutic and emotional benefits. It transforms a traditional massage into a personalised voyage of the senses.

At Raffles Sentosa, scent is not a finishing touch—it is the soul of the experience. From the moment of arrival to the final farewell, it creates a narrative that unfolds through emotion, memory, and feeling.

At Maison 21G, we don’t just perfume spaces—we craft the emotional blueprint of every space. I love to design how a place should feel before it is ever seen. That is the power of scent—it turns luxury into memory, and memory into magic.

Q: What is your creative process when translating a hotel’s brand into a bespoke fragrance?

Johanna: The most iconic hotels are not simply destinations—they are emotions, etched into memory. And scent is the invisible signature that lingers long after check-out, binding moments to place.

At Maison 21G, every creation begins with deep immersion. I don’t start with ingredients—I start with immersion. I live the brand, breathe its atmosphere, and only then begin to translate its soul into scent. I craft how a place should feel, long before it is seen.

For Marina Bay Sands, I created “Limitless”—an iconic scent that captures ambition in motion. I walked its vast corridors as a silent observer, absorbing the pulse of possibility: the interplay of light on marble, the quiet confidence in every guest’s stride, the seamless dance between indulgence and aspiration. This wasn’t just luxury—it was elevation.

The fragrance the hotel needed had to whisper elegance while roaring potential. I composed a bold yet refined blend: Sage for clarity and momentum, Cedarwood for a sharp, modern edge, Vetiver for depth and grounded luxury, and Oceanic notes for freedom. The result was “Limitless”—an olfactive crescendo that mirrors the soaring skyline views and the energy of high-stakes moments.

We diffused it as a signature reed scent in every room, and expanded it into pillow mists, face sprays, and bath oils, delicately packaged for premium guests. These sensorial gestures ensure the Marina Bay Sands’ spirit travels with the guest—from arrival to departure, and in memory long after.

At the iconic Chedi Hegra in AlUla, the scent journey takes on a near-spiritual dimension. Drawing from the awe-inspiring desert landscape, I crafted a blend of sacred Oud, rare Rose Taif, and radiant solar Saffron—an olfactory tribute to the golden light and profound stillness of this historic site. From the moment guests arrive to their time in the wellness sanctuary, every step is a seamless passage through time and fragrance. Even the massage oils and robes carry subtle scents that echo the space’s meditative essence.

Today, personalization isn’t just a trend—it’s an expectation. In the realm of five-star hospitality, true distinction lies in being remembered, and nothing imprints itself on memory quite like a signature scent.

Q: How are hotels using scent to elevate their ancillary offerings and guest rituals?

Johanna: In real luxury hospitality, scent isn't just a nice touch—it’s part of the story you’re telling. Whether it’s a lightly misted towel, a subtle fragrance on the pillow, or the fresh aroma in the shower, every detail should evoke a feeling. Scent is the soul of service, made tangible.

With Kimpton Hotel in Hainan, we wanted the fragrance to guide guests through a full sensory journey. We created custom reed diffusers and artisanal candles as welcome gifts, and infused the bath products—shampoo, shower gel, body lotion—with a crisp blend of Vetiver and Ocean. The scent captured that fresh sea breeze and the grounding calm of lush greenery. So even a morning shower or evening wind-down felt like a small, personal escape.

For Luura Hotel in Greece, the vision was something truly special—sunlit, soulful, and deeply rooted in the local spirit. Tucked between olive groves and looking out over crystal-clear waters, they wanted a scent that celebrated the beauty of the place without overwhelming the light, breezy summer air. So we created a delicate blend of Fig leaves and wild Olive Tree essence—drawn straight from the land itself. The result? A fresh, green, and comforting fragrance that feels like a soft breeze rustling through sun-warmed leaves.

This gentle scent now runs through their bathroom amenities—from silky lotions to refreshing hand washes—bringing a sense of calm and connection to nature with every use. But at Maison 21G, it’s not just about how something smells. We care just as much about how it’s made. That’s why we share a strong commitment to sustainability with our hotel partners. Our formulas are clean—no parabens, phthalates, sulfates, or harsh chemicals. They’re 100% vegan and packed with high-quality natural ingredients that are kind to both skin and planet.

While most ancillary products use only 0.3% to 0.5% fragrance—often synthetic—we go much further, using 1% to 1.5% with noble natural essences. It’s one of the most luxurious formulas in the industry—crafted with care and no shortcuts. We also put real thought into the containers. Our ancillaries are refillable and made from elegant, sustainable materials like ceramic, glass, or aluminum—transforming simple moments into beautiful, mindful rituals.

Because honestly, that’s where hotels are headed: ethical, elevated, and emotionally memorable.

Q: What emerging trends are you observing in the way hotels are incorporating fragrance into their guest experience?

Johanna: Hotels don’t just want a nice scent floating through the lobby anymore; they want to create an emotional journey for their guests, and scent plays a huge part in that. It’s the invisible thread that connects every moment of the stay.

That’s why we’re bringing fragrance into every key touchpoint—from the first hello to the final goodbye. Picture this: you step into a beautifully scented limousine, where a discreet diffuser fills the space with a luxurious aroma that sets the tone for what’s to come. You’re greeted at the hotel with a freshly steamed towel, lightly perfumed with the brand’s signature notes. In your room, a ceramic or glass reed diffuser gently scents the air, while in the bathroom, every product—shower gel, shampoo, body lotion—carries a fragrance crafted to reflect the hotel’s identity.

These aren’t off-the-shelf products with no connection to the brand. They’re luxurious, high-concentration formulas made with natural ingredients, turning simple routines into moments of self-care.

At turndown, there’s a personalised pillow mist waiting to help you drift into restful sleep. And in the spa, guests can even choose their own massage oil scent—blends designed to relax, detox, or energise, each one packed with real wellness benefits.

It’s about making every detail feel thoughtful, intentional, and deeply personal.

And of course, we don’t stop at the hotel stay itself. We create beautiful, memorable scented gifts that guests can take home—think elegant candles, refined reed diffusers, and bespoke eaux de parfum, all infused with the hotel’s signature scent. These aren't just souvenirs—they're emotional keepsakes that let guests relive the experience long after they've checked out.

That’s exactly what we did for the new Laurus Hotel at Resorts World Sentosa. We spent six months developing a full collection of unique, scented, and branded objects—each one carefully designed to reflect the hotel’s identity and values. Every detail was considered, just like how luxury houses like L’Oréal or LVMH craft their products.

This kind of approach turns hotel guests into active participants in the brand story. They don’t just visit—they connect, remember, and return.

Because in today’s world of luxury hospitality, it’s not just about how a space smells. It’s about how it makes you feel. And when done right, scent becomes one of the most powerful ways to create a lasting emotional bond.

Q: In your opinion, what’s the biggest miss in how hotels approach scent branding?

Johanna: One of the biggest—and most expensive—mistakes hotels make is going with off-the-shelf scents from machine suppliers. Sure, they’re convenient, but they strip away what makes a hotel truly unique. Real luxury isn’t about convenience—it’s about creating a strong, memorable identity.

When I work on a bespoke scent for places like Aquarius Hotel, Crockfords, or Michael Hotel, it’s never a one-way street. It’s a creative journey we take together. I dive deep into the hotel’s story, values, location, and the kind of guests they welcome. Then, through several rounds of olfactive trials and feedback sessions, we co-create a signature scent that’s aligned with the brand on every level. It’s not just about making something that smells nice—it’s about crafting something meaningful and lasting. And that’s not something you’ll ever get from a pre-made scent in a catalog.

Another common mistake? Getting the intensity all wrong. Too strong, and the scent overwhelms. Too weak, and it vanishes. Even the most beautiful fragrance can fall flat if it’s not diffused properly.

At Maison 21G, we treat diffusion with the same precision as the scent itself. Once the perfume is ready, we work closely with the hotel team to fine-tune the diffusion—adjusting for the space’s layout, airflow, ceiling height, how guests move through the area, even the time of day. Every detail matters.

That’s what sets Maison 21G apart. We don’t just create a beautiful scent—we make sure it lives perfectly in the space. Scent shouldn’t shout. It should whisper. It should wrap around the guest gently, leaving a quiet, powerful impression that stays with them long after they’ve left.