La Sirena
A romantic hospitality concept inspired by the Mediterranean siren mythos and coastal maximalism.
What started as a collection of texture boards and tonal experiments grew into something much more immersive. La Sirena is where “Nautical Nana meets Sea Witch Creative Director”—a full-spectrum hospitality concept built with Midjourney, Adobe, and some serious scent memory magic.
This portfolio piece explores how generative AI can shape a brand world from the inside out: custom lipstick collabs, concierge hand soap gifting, editorial campaigns, email strategy, and in-room guest moments that feel more whispered spell than welcome packet.
Everything here was art-directed, styled, and written by me, with a focus on building systems that scale—whether that’s a product label, a moodboard, or a soft-touch in a guest suite.
Type: AI Creative Direction
Tools: Midjourney, ChatGPT
Role: Art Direction, Prompt Design, Styling & Mood Curation
Year: 2025
Objective:
To prototype an immersive boutique hotel identity using generative tools—defining the brand through architectural storytelling, still life styling, and atmospheric design.
— Hot Dog, Siamese aesthete and head of vibes
“As someone who spends most of his day sunbathing, judging décor, and watching Pride & Prejudice with the volume at max—this hotel is clearly designed for royalty. I approve of the seashell motifs, the maximalism, and the potential for velvet chaise lounges by every window. Frankly, I would like to haunt it.”
— Me, probably.
"It’s coastal comfort, curated by a sea witch with impeccable taste in florals and a faint scent of salt air. I want to live here."
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To create the visuals, I developed a custom prompt system focused on emotional lighting, high-resolution material textures, and niche design references (Isabel López-Quesada meets sea witch meets Cath Kidston). I iterated 30+ variations before refining the final visual system.
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I imagined not just a single room—but a full guest journey, from lobby to products in the gift shop. The concept is modular and campaign-ready, suitable for interiors, packaging, content, and seasonal rollout.
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Using Midjourney and Firefly allowed me to ideate faster, play with aesthetic contradictions, and generate cohesion across formats. I integrated AI visuals into real-time brand thinking and prototyping systems.