Lucia Granados_Brand Experience Design_House of AURA_.png

CREATIVE DIRECTOR &
EXPERIENCE DESIGNER

Hospitality, Wellness & Lifestyle Brands

What I do.

Immersive Experience Design CONCEPTS

Creating immersive experiences through space, storytelling, and emotion for hospitality, residential and commercial, spaces that inspire deep connection and engagement.

Process: Discovery | Concept Design

Content Production

Creating emotionally driven visual content and cinematic storytelling that brings brands, spaces, and experiences to life.

Process: Concept Development | Photo/Video Production Team Setup | Location Scouting | Art Direction | Post Production Management

Brand Identity & Marketing Strategy

Develop brand worlds that blend design, storytelling, and strategy. From visual identity to marketing plans, I help clients translate their vision into experiences that resonate.

Process: Brand Strategy | Visual Identity | Marketing Roadmap | Content Direction

Artist & Curator

Developing original artworks and curated art concepts tailored to spatial, brand, and hospitality environments.

Process: Artistic Development | Curatorial Strategy | Artist Collaboration | Spatial Integration

Art Portfolio

Wellness & CULTURE Program Design

Curate retreat experiences that weave wellness, atmosphere, and cultural elements into intentional and restorative guest journeys.

Process: Program Development | Cultural Integration | Wellness Experiences | Guest Personalization

Spatial Design & Styling

Creating thoughtfully curated interiors that balance aesthetics, functionality, and atmosphere across residential, hospitality, and brand spaces.

Process: Interior Styling | Spatial Direction | Furniture & Décor Curation | Visual Concept Development.

Projects.

Who I Am.

I create immersive brand worlds where identity, image, space, and atmosphere converge.

Working across creative direction, and spatial + brand storytelling, I develop emotionally driven narratives that translate brands into physical, visual, and sensory experiences.

With a background in luxury fashion creative direction and interior design, my practice spans fashion, lifestyle, hospitality, and wellness — shaping cohesive worlds where identity becomes experience.

PROCCESS

Before design begins, I immerse myself in your project—understanding its purpose, its audience, and the intention behind it.

    • I start by engaging with key stakeholders, studying the site/brand in its broader context, and analysing market positioning. This is followed by the development of target personas and a clear definition of the project scope, establishing a strong foundation for design direction.

  • Translating vision into a clear creative direction. With a deep understanding of the project in place, I shape the narrative and conceptual framework that informs every design decision moving forward.

    I explore the brand’s foundations, develop its narrative structure, and define its positioning. From there, I establish the visual and spatial direction, mapping the guest experience to ensure a cohesive and intentional journey throughout.

  • This is the stage where the concept is translated into a tangible world. The brand narrative is developed into spatial layouts, digital platforms, material direction, sensory elements such as light, sound, and texture, as well as programming that shapes how people move through and experience the space or the brand. I also consider operational flow, ensuring that the experience is not only emotionally cohesive, but also practical, intuitive, and seamless to run.

  • This is where the vision is brought into reality with precision and care. I stay closely involved through production, construction, and pre-opening to ensure the original concept is faithfully translated across every detail.

    Strong ideas only succeed through execution, so I coordinate with teams on-site to protect design intent, resolve decisions in real time, and ensure the experience remains consistent from concept to completion.

  • Ensuring long-term success through observation and refinement

    The work continues beyond going live. I support your team during the initial launch phase, observing how viewers or guests move through and respond to the space/ brand, and making considered refinements where needed. This ensures the experience performs as intended and continues to evolve with clarity and impact.

Let’s Work Together

If you're creating a hotel, resort, wellness space, or brand designed to become a lived experience rather than just a destination, I’d love to explore how we can collaborate.