Scroll to discover Chôra
WELLNESS & SPAS
HOTELS
RESTAURANTS
RESIDENTIAL
BOUTIQUES
HOTELS
RESTAURANTS
RESIDENTIAL
BOUTIQUES
Our Statement
.01
Chôra (Χώρα) is the place that makes life and experience possible, a space of potentiality and openness, where being
and meaning can come into existence.
and meaning can come into existence.
Chôra is also our collective of creatives, architects, and designers dedicated to crafting unique places of hospitality. We design spaces with a strong identity, where architecture and experience come together to inspire, welcome, and leave a lasting impression. Rooted in the French art of living, our spaces balance heritage, savoir-faire and modernity, turning every project into a destination.
Gallery
.02
The Team
.03
Chôra is a creative agency bringing together a team of visionary 10 architects, designers, graphic artists, and technical experts, led by Géraldine Mahieux Servaire.
Since its creation in 2011, Blue Factory has been shaping distinctive interior architecture and design projects where every concept is crafted with precision and purpose. Guided by a strong sense of storytelling and emotional resonance, Blue Factory continues to collaborate with the world’s most prestigious luxury brands.
Now with Chôra, driven by passion and conviction, the team delivers tailor-made solutions that embody the essence of luxury, hospitality, and well-being.
Founder & Creative Director
Géraldine Mahieux Servaire
Géraldine founded Blue Factory in 2011 after a decade designing for luxury houses such as LVMH and Chanel. Guided by a passion for craftsmanship and conceptual design, she brings together creativity and precision to shape timeless environments. In 2025, she launched the Chôra by Blue Factory collective, extending her team’s expertise into Hospitality, Wellness, and Spas — crafting innovative and enduring experiences rooted in beauty and meaning.
Commercial Director
Hugo Galli
With a background in strategic project management and user-centered design, Hugo has led large-scale international projects with Saguez & Partners for clients including AXA, BNPP REIM, and Unibail-Rodamco-Westfield. At Chôra by Blue Factory, he oversees client partnerships and commercial strategy, ensuring each project aligns creativity, experience, and value creation.
Design Director
Mohamed Boukherrouba
Mohamed spent ten years at Maison Dior, leading the design of its retail spaces worldwide — an experience that honed his mastery of luxury brand storytelling and operational excellence. He later headed Retail Design in a Paris agency, and continued developing his expertise at L’Oréal Luxe and Martell Mumm Perrier-Jouët. Today, at Chôra, Mohamed leads the creative direction of hospitality, restaurant, and spa projects, blending emotional design with refined craftsmanship.
Contact
.04