Luuna de Jade.
- Luuna de Jade /
- Editorial Creative Direction /
- 2026
The Client
Sixteen rooms named after gemstones, and a story the space was quietly telling.
A boutique hotel in the heart of Oaxaca, newly opened, with sixteen rooms each named after a gemstone. The space was built around color, local art, and a promise of calm. The name carries the meaning: the moon as guardian of cycles, jade as a stone of protection. Everything the property stood for was already in the walls. It had not yet been captured.
What Was at Stake
Guests decide before they arrive. The images had to carry the meaning, not just the rooms.
The hotel had opened only months earlier, and its visual presence had not yet caught what the space actually felt like. Guests decide before they arrive, so those images would set the first impression of a property whose whole promise is how it makes you feel.
We started by reading the property itself: the symbolism in the name, the way light moved through the architecture across the day, the handmade details that carried the local story. Then we directed a full production to that reading. No models, no staging. Just the space, its materials, and its light, each frame built to make someone feel the calm before they ever walked in. Light through a hallway at dusk. Objects against painted walls. The courtyard geometry at night. We delivered seventeen images, and they became the foundation of how the property shows up online.
What Changed
Approved on the first pass, by the general manager and the owner.
The general manager shared the images with the owner, and both approved them on the first pass. He then offered to feature the work on his LinkedIn, where he is followed by professionals across the Mexican ultra luxury hotel industry. The photographs became the property's visual foundation online, carrying its story to the people deciding whether to book.
“Captured with remarkable sensitivity the essence of this project.”
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