Experiential Luxury – The Depth of Alignment Between Concept, Design & Hospitality

Designers are wanderers at heart.
We chase new spaces, new stories, new ways of seeing.

I’m one of those people who makes long lists of hotels to visit before every trip. Experiencing design in person has always been my obsession.

During my recent U.S. holiday, I finally had the chance to see Proper Hotels—both Downtown L.A. and Santa Monica.

These properties had been on my radar since my years in Singapore, when I often used their images for mood boards and design references.

And what struck me most was how both hotels looked exactly as they did in the images—something that isn’t always the case.

At Santa Monica, I wasn’t staying there—just stopping for lunch with my family.
I mentioned to the front office manager that I’d love a detailed tour of the hotel, as I’ve always admired Kelly Wearstler’s work.

Now, most hotels will walk you through if you ask. But usually, it’s mechanical—just pointing out spaces, with no story behind them.

This was different.

The manager spoke with pride about the design intention. He shared how Kelly visits every three months to review details. He explained which rooms guests love, why couples choose to host weddings here, what makes the space special.

It wasn’t just a tour. It was a beautiful way of storytelling.

That made my day.
And it was such an experiential luxury.

I’ve often felt that so much of a designer’s effort—breathing life into a project through narrative and materiality—stays hidden between the owner, the operator, and the design team.

Rarely does it reach the guests in the way it was intended. Here, it did.

And it reminded me of my visit to Six Senses Fort Barwara—the only other time I’ve felt such deep alignment between concept, design, and hospitality.

From a designer’s standpoint, it amazes me how many different kinds of art, furniture, and styles Kelly brings together—yet somehow, they all feel as if they belong.
That harmony of contrasts is what makes her spaces feel both bold and deeply lived in.

This visit also reinforced something I deeply believe—
that the work of a designer is to constantly educate the eye:
to experience spaces, art, fashion, and landscapes.

Because design is learned by seeing and living, not just on a screen.

Proper Santa Monica embodied that truth. The story wasn’t in the images, it was in the way the hotel felt.

That, to me, is experiential luxury. And it’s what makes an experience truly unforgettable.

Unfortunately, in swapping phones I lost the pictures from my Santa Monica Proper visit.
It was such a beautiful one—I can’t wait to visit again sometime.