MAISON 21G - The Global Scent Couturier for Hotels, Businesses, and Brands

MAISON 21G redefines luxury hospitality by creating bespoke scent identities and expanding into full-scale product development and branding tailored to each industry. From scent design to eco-conscious ancillary lines, MAISON 21G showcases the transformative impact of scent.

Singapore – MAISON 21G has established itself as the premier “Scent Couturier” globally, specialising in crafting unique scent identities and eco-friendly scented products. By collaborating with iconic brands worldwide, they create immersive and memorable experiences that enhance the storytelling and values of each brand and align with sustainable luxury principles. With headquarters and unit of production based in Singapore, MAISON 21G has expanded into key markets across the Middle East, China, Southeast Asia, Europe, and the USA, revolutionising the scent design approach coupled with tailored product development of scented products for luxury brands that reshape both scent marketing and the guest experience.

Singapore - Crafting Signature Experiences With Leading Hotels

Mandarin Oriental Singapore Hotel stands as a testament to be the first client beginning of this year having undergone a complete scent design transformation, creating a bespoke fragrance that reflects its values and heritage for their new re-opening. This collaboration included a range of scented products, such as reed diffusers, various sizes of perfumes, and candles. Utilising advanced micro-diffusing techniques, the scent is seamlessly integrated throughout the hotel, including outdoor pathways, providing guests with an immersive sensory experience from the moment they arrive

"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," says Johanna Monange, Founder and CEO of MAISON 21G. "They recognize that a carefully crafted scent journey enhances every guest touchpoint, creating an atmosphere of elegance and connection. We are thrilled to collaborate on this immersive olfactory design, ensuring that the essence of Mandarin Oriental resonates beautifully throughout their spaces."

Marina Bay Sands (MBS) Singapore, a valued long-term partner of MAISON 21G, consistently reorders bespoke pillow mists, energizing room sprays, bath oils, and reed diffusers for every suite and bedroom. This collaboration significantly enhances the guest experience, reflecting MBS's understanding of the impact scent has on visitor satisfaction. Furthermore, for MICE events at MBS, MAISON 21G has developed a collection of mini scents as thoughtful gifts, enriching the sensory experience at every interaction throughout the hotel.

Middle East: Luxury Scenting 360 Design for Hospitality Venues

MAISON 21G, known for its agility, swiftly developed a comprehensive wet and dry ancillary line to partner with brands. Recognizing a growing demand for unique fragrances, the brand expanded into the Middle East, providing a comprehensive 360-degree scent design. This expansion allows MAISON 21G to deliver tailored olfactory experiences that resonate with luxury hospitality brands looking to elevate their sensory offerings.

Paris Society has partnered with MAISON 21G to create an enchanting bespoke scent for their newly opened beach clubs, Gigi Dubai and Maison Revka. Set in Dubai, the vision for the beach house merges luxury living with a coastal paradise, offering guests a serene sanctuary. The distinctive olfactory signature becomes integral to the beach club’s identity, crafting an immersive atmosphere that fosters deep connections with the coastal environment. From the moment guests arrive, they are greeted not only by the chic exterior but also by a scented outdoor pathway. MAISON 21G has meticulously curated an exquisite range of bespoke ancillaries, from bathing essentials like shampoo, body wash, conditioners to cooling face mists to coastal-inspired sunscreens, enhancing the overall guest experience. 

Building on the successful collaboration between Paris Society and MAISON 21G, the Rikas Group in Dubai sought to create bespoke scents for their beach restaurants, including La Cantine, Twiggy, Tagomago, and Kyma Beach Clubs. Each venue received a unique scent design tailored to its specific vision and requirements, which evolved into a complete line of bespoke beach ancillaries featuring perfumes, candles, lip balms, reed diffusers, and more. Each product was meticulously designed to align with the unique branding guidelines of each restaurant, ensuring a tailored olfactory experience that reflects their individual aesthetics. This initiative underscores the Rikas Group's recognition of scent's power to enhance the beach club experience and leave lasting impressions on guests.

As MAISON 21G established itself in Dubai, MJS Holdings in Riyadh recognized the potential of scent services for their restaurants, La Perruche and Il Baretto. In a competitive global restaurant landscape, innovative approaches like scent design can help brands stand out. MAISON 21G developed a complete line of hand soaps, hand lotions, sanitizers, and wrapped towels tailored to align with each restaurant's branding. This partnership exemplifies how thoughtful scent experiences can enhance a restaurant's identity and create memorable connections with guests.

MAISON 21G collaborated on the eagerly awaited opening of the Chedi Hegra Hotel of GHM group in AlUla, Saudi Arabia, nestled within a UNESCO World Heritage Site, alongside the GHM Group. The partnership includes scent design services, bath salts, bespoke candles, and reed diffusers, culminating in a VIP gift scent kit that evokes the spirit of desert expeditions. This initiative highlights Maison 21G's commitment to enhancing the allure of the Saudi desert with innovative and sustainable scent solutions.

China and Beyond: Expanding in the Asia Market

MAISON 21G has successfully expanded its operations into China, establishing B2B partnerships with Kimpton properties to develop a comprehensive ancillary line. This collaboration includes bespoke scent design and a full range of wet amenities, such as shampoo, conditioner, shower gel, hand lotion, and elegant candle gift sets for VIP guests. Additionally, MAISON 21G is forming its presence in Vietnam, where it is currently developing pillow mists for the Alos Hotel des Arts from Accor. These initiatives highlight MAISON 21G’s commitment to creating sophisticated scent environments tailored to the luxury hospitality sector all around the globe.

USA, UK and Europe: Leading with Sustainability and Sophistication

MAISON 21G has successfully expanded its international footprint into the US and Europe. In the UK, the brand partnered with Williams Racing to create a luxurious gift set featuring reed diffusers, car diffusers, and candles with their own bespoke scent. In the US, Magnifica collaborated with MAISON 21G to develop refined reed diffusers for VIP guests in luxury properties. Additionally, in Germany, MAISON 21G worked with WALD.WEIT Rheingau Hotel & Retreat to provide a comprehensive 360-degree scent design, enhancing the villa and retreat spaces for an unparalleled luxury experience.

MAISON 21G stands at the forefront of the luxury scent industry, redefining the sensory landscape across the globe. From the bespoke fragrance transformations at renowned hotels to tailored scent experiences in upscale restaurants, the brand’s commitment to sustainability and innovation is evident in every collaboration.

Johanna Monange expressed her enthusiasm, stating, "Drawing on over 25 years of experience in scent design and product development, I leverage my expertise to create distinctive olfactory experiences that resonate with iconic brands around the world. I am passionate about transforming a brand's essence into a fragrance that not only amplifies their identity but also fosters lasting emotional connections with their audience."

By partnering with MAISON 21G, companies benefit from the expertise of head perfumer Johanna Monange, ensuring each fragrance authentically embodies their brand identity. Together, they create immersive environments that enhance guest engagement and leave a lasting impression, showcasing the transformative power of scent in luxury hospitality and beyond.

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