Sophie Daunais shares her vision on how to keep&nbsp;her boutiques relevant while constantly evolving.

Curator and founder of <a href="https://www.instagram.com/juntos.house/?hl=en">Juntos House</a> and Boutique, <a href="https://www.instagram.com/parada.ibiza/?hl=en">Parada</a> and <a href="https://www.instagram.com/granparada.ibiza/?hl=en">Gran Parada</a>, <a href="https://www.instagram.com/sophie.daunais/">Sophie Daunais</a>, on the evolution and storytelling behind each space.

LOIB: Your creative world is expanding rapidly - Juntos House, Juntos Boutique, Parada, Gran Parada - each with its own soul but unmistakably you. How would you define the fil rouge that binds them all together?
SOPHIE DAUNAIS: At the heart of everything I create is a commitment to storytelling. Each space may have its own rhythm, but they&rsquo;re rooted in the same values: intentional design, quality, emotional resonance and authenticity. I&rsquo;m drawn to experiences that feel intimate yet bold, local and universal. If it doesn&rsquo;t feel honest or alive, it doesn&rsquo;t make it into my world.

LOIB: Before the boutiques, before the objects - who were you creatively?&nbsp;
SD: I&rsquo;ve always been an observer and collector of moments, textures, colours, gestures, and atmospheres. My creative identity was shaped by experiences: my mom&rsquo;s way of decorating, the chaos of markets during my travels, worn objects with history. I didn&rsquo;t know it then, but I was building a visual language - archiving feelings, drawn to contrast and led by intuition.

&ldquo;If it doesn&rsquo;t feel honest or alive, it doesn&rsquo;t make it into my world.&rdquo;

LOIB: Ibiza has a way of tuning people into their truest wavelength. How has the island shaped your aesthetic instincts and maybe even the way you experience beauty?
SD: Ibiza strips everything back. It taught me to embrace imperfection and find beauty in the wild, the spontaneous, the real. Its palette - sun-bleached whites, dusty pinks, deep sea blues - has quietly crept into everything I do. But more than the visuals, it&rsquo;s the rhythm, space to feel, observe and listen. Ibiza reminds me that beauty isn&rsquo;t always loud - it&rsquo;s often just a feeling.
LOIB: Parada feels like a daydream in a traditional finca in Santa Gertrudis - playful, full of character. Gran Parada, by contrast, sits within Ibiza Gran Hotel. How much does the setting shape the story you&rsquo;re telling?
SD: The setting is everything&mdash;it sets the tone. Parada, in Santa Gertrudis&rsquo; oldest building invites whimsy, nostalgia, warmth. Gran Parada lives in a different world - Ibiza Gran Hotel - refined, sculpted, elegant, like an older sibling who&rsquo;s travelled more but hasn&rsquo;t lost their curiosity. That&rsquo;s what I love: continuity through contrast.

&ldquo;Ibiza reminds me that beauty isn&rsquo;t always loud &ndash; it&rsquo;s often just a feeling.&rdquo;

LOIB: Juntos House brings together agriculture, gastronomy and design in a single, ambitious vision. What challenges did you face in shaping the project, and how has that experience informed your creative direction since?
SD: Shaping Juntos House was as much about aligning values as it was about building a physical space. The biggest challenge was integration: farming, hospitality and design all move at different speeds. It would have been easier to silo each discipline, but the goal was integration. It taught me systems thinking: every choice affects the whole. Since then, I&rsquo;ve focused on building projects that operate at the intersection of disciplines and that prioritise long-term impact over short-term shine.

LOIB: What&rsquo;s on your horizon? Are there any upcoming collabs, pop-ups or perhaps something beyond Ibiza?
SD: The horizon is feeling expansive right now. It&rsquo;s less about a fixed plan and more about alignment. The more I stay true to my values, my instincts and what genuinely feels right, the more the universe seems to respond with the right people and the right projects. I&rsquo;m lucky to be surrounded by a talented, intuitive team across all my spaces and we&rsquo;re focused on growing with depth and creativity. There&rsquo;s something stirring beyond Ibiza - places with their own cultural texture, where our aesthetic can meet something new. I can&rsquo;t say too much yet, but it feels aligned.

Matter of Instinct

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