How Maison 21G is crafting bespoke olfactive identities for global luxury brands

The influence of Maison 21G’s 360-degree scent design is evident across the globe, from Asia to the Middle East and Europe. Mandarin Oriental Singapore Hotel was the first client to embrace a complete scent design transformation for its re-opening this year, creating a bespoke fragrance that reflects its values and heritage. This collaboration included a full range of products, such as candles, perfumes, and reed diffusers, seamlessly integrated through advanced micro-diffusing techniques throughout the hotel, including outdoor pathways.

The brand’s expertise extends to notable partnerships with Marina Bay Sands (MBS) for bespoke pillow mists and event gifts, and The Chedi Hegra Hotel in Saudi Arabia for a VIP gift scent kit evoking the spirit of desert expeditions.

Today, Maison 21G’s founder, Monange’s influence spans some of the most exciting luxury hotel openings worldwide. One of the brand’s flagship partnerships is with The Laurus, a Luxury Collection Resort, Singapore, where Monange crafted the property’s complete scent identity and an entire bespoke ancillary line infused with their signature scent. From ancillary hair care, hand lotion, bath salt and face mists to reed diffusers, scented ceramic and pillow mist, every detail is designed to please guests through an immersive, olfactive journey.

Maison 21G’s hotel portfolio continues to grow with projects including notable properties such as Raffles Sentosa Singapore, the visionary lifestyle new Varel Singapore, a Tribute Portfolio Hotel, in Bugis, the upcoming Luura boutique hotel in Greece that’s set to open in May 2026, the expansive A’ila Resort in Saint Lucia, the gorgeous Alpes Hôtel du Pralong ski resort in Courchevel, France, the stunning nature-immersive Bawah Reserve in Indonesia, as well as new scenting programmes for Kimpton Aqeos Hainan in China.

For each project, Monange creates a unique scent identity, with a deep understanding of the hotel architecture, cultural inspiration, local ingredients, and emotion translated into an immersive fragrant identity.

A defining innovation of Maison 21G is its Atelier de Création, a bespoke perfume-making workshop now embraced by luxury hotels as a high-value guest experience. At properties like Raffles Sentosa Singapore and Bawah Reserve, guests learn the art of perfumery, explore rare raw ingredients, and create their own personal fragrance to bring home. These exclusive ateliers have become a unique differentiator for hotels seeking to enrich cultural engagement, elevate guest satisfaction, and foster emotional connection.

Workshops are increasingly seen as an essential component of the modern luxury guest journey transforming scent from ambient atmosphere into a participatory, memorable, and shareable experience.

Maison 21G’s creative influence extends to legendary beach clubs and gastronomic destinations across Dubai, Miami, Saint-Tropez, Roma, and Bodrum. Through bespoke fragrance designs for Gigi Dubai, La Cantine, Maison Revka, Tamago, Twiggy, and Mimi Kakushi, the maison enhances each venue’s identity, whether capturing the warmth of a Mediterranean afternoon, the glamour of a Dubai sunset, or the rhythm of a coastal nightlife scene.

Some of the products developed include bathing essentials, sunscreens, and cooling face mists. These olfactive creations have become integral to the ambiance, reinforcing emotion and atmosphere in a way no visual branding can achieve alone.

The transformative power of scent extends directly into corporate gifting and events. 

Beyond hospitality, Maison 21G partners with some of the world’s most influential luxury brands, creating bespoke fragrances that extend identity through scent. Collaborations with Ferrari, Hennessy, Roku Gin, Max Mara, Sandro, Lamborghini, Range Rover, and American Express demonstrate the maison’s ability to bring fragrance into gifting rituals, experiential activations, and brand immersion.

The collaboration with Williams Racing in the UK, for example, resulted in a luxurious bespoke gift set featuring reed diffusers and candles.

Monange champions this personalised approach, emphasising: “Bespoke perfume is the point at which involvement, self-expression and passion meet.”

By partnering with Maison 21G, luxury brands and developers gain access to this commitment to sustainability and innovation, ensuring that their brand essence resonates beautifully through bespoke scent solutions.

These tailored scent creations reflect a profound understanding of prestige, performance, and emotional storytelling offering brands a memorable way to connect with clients and VIPs.

Across all these projects, Maison 21G remains committed to crafting complete olfactive worlds that define, elevate, and emotionally anchor a brand. Johanna Monange seamlessly blends artistic perfumery, sustainable innovation, and experiential design to create identities that transcend scent and shape the essence of modern luxury.

As the maison’s international footprint continues to expand, Monange champions a simple yet transformative belief: “Your scent should be your story - unforgettable, intimate, and uniquely yours.”

This philosophy has positioned Maison 21G as the global reference for bespoke olfactive identities in luxury hospitality and beyond.

NOW READ

How Maison 21G is tempting more in Singapore to create their own scents

November 2025 beauty edit: the hottest new skincare and make-up launches

7 hair mists that make your hair smell as good as it looks