Building the Soul of The Place

Auberge Collection is a luxury hospitality brand known for intimate, design-led properties shaped by place, culture, and highly personal service. During a period of expansion in Mexico, I worked across key properties to help translate each destination’s identity into guest-facing experiences.

My role focused on experience strategy, cultural programming, and partnerships across openings and established properties, including Etéreo and Susurros del Corazón. I collaborated closely with brand, operations, food and beverage, spa, and leadership teams to develop the programming, rituals, collaborations, and local relationships that made each resort feel specific to its setting.

From wellness and culinary programming to artist partnerships, local maker collaborations, and cultural activations, the work was about creating the layers that give a hotel meaning beyond the room. The result was a more distinctive guest experience, one rooted in place, aligned with the Auberge brand, and designed to create lasting emotional connection.