DAYDREAM IN MEMORIES OF YOUTH
CHABLÉ EXCLUSIVE OLFACTORY IDENTITY
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This project consists of the development of an exclusive olfactory identity (odotype) for Chablé Hotels, conceived as a strategic extension of the brand and as a tool to unify its sensory experience across its three destinations: Chablé Yucatán, Chablé Maroma, and Casa Chablé.
To build this identity from an authentic place, Lula Curioca was invited to experience each hotel—not only as an observer, but as an interpreter of its sensory universe. She inhabited the spaces, followed their rhythms, and registered the particularities of each environment. This process enabled a sensitive and precise reading of every destination, allowing the olfactory identity to emerge directly from the lived experience of each place.
From this journey, Lula defined a clear conceptual framework: the olfactory identity should be conceived as a system, rather than as independent fragrances. It was essential to establish a shared foundation present across all spaces, ensuring consistency in the brand experience while preserving the singularity of each destination.
From this logic emerges the Chablé Mother Fragrance: a base olfactory composition that serves as the point of departure for the entire system. From it, different variations are developed, maintaining a recognizable identity across all three hotels.
More than an isolated formula, the Chablé Mother Fragrance operates as the core of the olfactory design. It is the structure that articulates and brings coherence to the entire sensory experience, translating the brand’s values into a clear and consistent language—grounded in three key pillars: sophistication, wellbeing, and freshness.
Each note was chosen with a precise intention, emerging from Lula’s sensitive reading of each destination, recognizing within that diversity the common threads that unify the Chablé experience through the lived reality of each place.
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The dew note opens the fragrance with a light, humid quality that suggests immediate freshness, like the air at the beginning of the day.
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The freshly pressed linen accord brings a sense of sophistication, calm, and care.
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Mexican cedar introduces structure and permanence, grounding the composition with a serene, steady warmth while anchoring it to its place.
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Soft copal adds a subtle, slightly resinous depth, evoking wellbeing and a more ritual, introspective dimension.
Together, these notes create a balanced and enveloping atmosphere that olfactively reflects the essential values of Chablé Hotels as a brand.
The fragrance developed for Chablé Yucatán builds upon the Chablé Mother Fragrance, incorporating notes of night garden and cenote. This olfactory composition unfolds into a deeper, more enveloping interpretation that reflects the site’s historical richness and introspective atmosphere.
During her time there, Lula experienced a defining moment for this interpretation: in a state of full contemplation, surrounded by the stillness of the gardens and the flickering light of fireflies, a deer appeared and remained by her side. That sense of living silence, subtle presence, and profound connection with the environment is translated into the notes of this fragrance.
The night garden with fireflies accord brings a mysterious greenness with a soft, luminous quality, while the cenote note introduces a mineral humidity and a fresh depth. The result is an introspective, sensory experience in which nature does not simply surround—it becomes fully integrated, an essential part of inhabiting the hotel.
The fragrance developed for Chablé Yucatán builds upon the Chablé Mother Fragrance, incorporating notes of night garden and cenote. This olfactory composition unfolds into a deeper, more enveloping interpretation that reflects the site’s historical richness and introspective atmosphere.
During her time there, Lula experienced a defining moment for this interpretation: in a state of full contemplation, surrounded by the stillness of the gardens and the flickering light of fireflies, a deer appeared and remained by her side. That sense of living silence, subtle presence, and profound connection with the environment is translated into the notes of this fragrance.
The night garden with fireflies accord brings a mysterious greenness with a soft, luminous quality, while the cenote note introduces a mineral humidity and a fresh depth. The result is an introspective, sensory experience in which nature does not simply surround—it becomes fully integrated, an essential part of inhabiting the hotel.
En Daydream in Memories of Youth, Lula Curioca reafirma una de las líneas centrales de su práctica: entender el diseño olfativo como un lenguaje artístico capaz de dialogar con otras disciplinas. Tanto la instalación ambiental como el objeto olfativo fueron concebidos para ampliar la experiencia de la obra, demostrando que el aroma puede construir significado, activar la memoria y ofrecer nuevas formas de habitar una narrativa.