Since our beginnings in Seville, AIRE Ancient Baths has been a journey through time—an experience inspired by the ancient bathing traditions, designed to offer a sanctuary of disconnection and serenity. What started in a historic corner of Andalusia has expanded across the world, carrying with it the essence of centuries-old rituals reimagined for contemporary wellbeing. Each new space is an invitation to immerse yourself in a world of calm, where water and history intertwine.
Following the opening of our newest location on the Upper East Side of New York—and with even more sanctuaries of relaxation on the horizon—we felt it was the perfect moment to evolve our image, to refine our identity without losing our essence. Because while our appearance may shift, our promise remains the same: a place to pause, breathe, and surrender to the art of wellbeing.
A new signature
Serena Studio has worked on refining our visual identity to better reflect who we are: a concept of timeless luxury, inspired by history yet rooted in a contemporary vision. Our new signature is more streamlined, with subtle lines that evoke fluidity and balance—capturing both the elegance of our spaces and the sense of tranquility we seek to create.
In this new identity, space and pause take on a central role. AIRE is a place where time slows down, inviting contemplation and deep rest. To express this graphically, we introduce brackets “[]” as a symbol of that pause—a frame that suggests stillness within the fast pace of the outside world. This element is also present in our logo, subtly transforming the “I” and “R” to reinforce the connection between our visual identity and the experience we offer.
We have also refined the lines of our logo, introducing more pronounced serifs that enhance its sophistication and character, elevating its presence with a touch of distinction.
Elegance in every detail
The words that tell our story deserve to be framed with the same level of refinement. For this new chapter, we have chosen two elegant and sophisticated typefaces—one serif and one high-contrast sans serif—to add personality and depth. These fonts strike a balance between minimalism and sophistication, mirroring our essence with their refined character. Elegant yet understated, they embody a luxurious aesthetic without excess—a perfect harmony of modernity and tradition, just like the experiences we offer.
Colors that tell a story
Our color palette has also evolved, embracing an even more sophisticated expression. We have preserved the essence of our previous tones but refined them to bring greater depth and exclusivity. Our visual universe now consists of three primary colors: a warm gold, a deep black, and a serene sand gray, along with a gradient of sand tones that evoke the warmth and light of AIRE’s spaces. This refined palette allows us to convey with even greater clarity the sense of calm and timelessness that defines our experience.
Still, we are AIRE
Though our image evolves, our essence remains unchanged. AIRE continues to be a sanctuary of well-being—a place where every detail is designed to invite relaxation and indulgence. Our new visual identity is a celebration of everything we are and everything we will become—an invitation to experience AIRE with a fresh perspective. We look forward to welcoming you to discover it in person.
