A New Wellness Language: ŌLCZAK and the Future of Hospitality

Aug 25

Written By Future of Skincare

*ŌLCZAK

For Irène Olczak, well-being revealed itself not as a profession but as a lifeline, emerging at the precise moment when her body, her career, and her relationships demanded reinvention. From her early days in Paris with Paulette / PAUL.E magazine, where she gave voice to a generation of creatives, to the psychic explorations of ESO and the sanctuary of 11h11, each project carried fragments of the same question: what does it mean to care, deeply and collectively? how do we design spaces where people genuinely reconnect with themselves and with others?

ŌLCZAK is her answer. Her new venture, works with hotels, private clubs, brands and cultural institutions to create experiences that move beyond standard spa menus. A network of vetted practitioners, one-day immersive “capsules,” seasonal retreats, and programs shaped by the architecture and spirit of each place. Guests are not offered a trend, but an encounter, between tradition and technology, between personal timing and collective rhythm.

What ŌLCZAK signals is clarity: in a wellness landscape often diluted by marketing, it defines care as culture, and positions well-being as something to be trusted, not just consumed.

Read our full conversation with Irène Olczak to discover the wellness vision shaping ŌLCZAK’s approach to hospitality.

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Irène, can you walk us through the moment or experience in your early career when you realized that holistic well-being would become the central thread of your professional life?

I've been an entrepreneur since I was 23. I started in Paris, with a print and digital fashion & art magazine named Paulette / PAUL.E that gathered an influential & inspiring community during almost 15 years. I poured all my energy, heart, and soul into every project I've pursued, sometimes to the point of forgetting myself. The year 2019 marked a significant turning point, coinciding with my tenth anniversary as an entrepreneur and also the creation of my second company, ESO Paris, dedicated to exploring the invisible and psychic worlds. That same year, I experienced my first burnout while ending a 15-year relationship. Yet, as 2019 drew to a close, a new opportunity emerged: an invitation from a sophrologist friend to co-create my third venture, 11h11, a holistic studio in the heart of Paris, which we launched in 2020. Paradoxically, despite the pandemic making it the worst possible year to open a physical space, it became the best year for my personal growth. The enforced slowdown allowed me to deeply reconnect with myself and realize my calling: guiding others on their journey to well-being. It was exactly when I needed care the most that I began providing it to others. While my magazine had always naturally embraced topics like spirituality, personal growth, and psychology, the ventures with ESO Paris, 11h11, and now ŌLCZAK enabled me to go deeper, truly connecting with people through meaningful experiences. As a result I sensed that well being would become the focus around which my work would feel most aligned.

Growing up between 2 cultures, France and Türkiye, how did those contrasting cultures shape your understanding of wellness and inform your approach as an entrepreneur?

Growing up between the French and the Türkish cultures has been a tremendous gift. They are so contrasting yet deeply complementary, and have profoundly shaped who I am & my approach. From Türkiye, I inherited a visceral sense of hospitality: the art of welcoming generously, of caring attentively, of anticipating others’ needs before they’re even expressed. It’s a language of subtle gestures, almost invisible, that turns presence into profound experience. Rituals like the hammam, the rose water my mother always applied to her face, my grandmother praying five times a day or the mezze food approach, all nurtured in me a culture of care that feels both rich, sensitive and sacred.

From French culture, I embraced a deep appreciation for beauty, craft, and high standards. An aesthetic rooted in details, slowness, and cultivated pleasure. It’s a culture of refinement, of critical thinking, of doing things not fast, but with depth and intention.

This dual heritage naturally opened my awareness to diversity, inclusivity, and the respectful transmission of ancestral knowledge. It allows me to think and create with a global lens, sensing cultural nuances, and designing experiences that honor the plurality of rituals and belief systems. To be bicultural is an opportunity to be a bridge. And it’s precisely this role of world-bridger that I embody through ŌLCZAK.

What inspired the name ŌLCZAK, and how does it encapsulate the vision you set out to realize when you launched this new venture?

The name ŌLCZAK emerged at the end of a long process of reflection. I didn’t want something generic or trend-driven. This project was born out of a strong, intentional vision, one that deserved to be anchored in something real. Choosing my last name, ŌLCZAK, was an act of identity. It carries the memory of my paternal lineage, originally from Poland, a part of me that remained quiet for years, while I grew up more connected to my French and Turkish roots. I’ve only recently begun to explore this heritage more consciously, and using this name felt like reclaiming a part of my story. It’s a name that has always followed me, and now, through this project, I give it a voice. I added the macron over the “O” as a personal touch, a subtle reference to the “I” in Irène Idil, and a visual anchor for the brand. For me, it’s a symbol of grounded elegance, but also carries something almost angelic, a quiet protection that hovers above the project, like a blessing. I’ve always admired brands that carry a family name, they suggest longevity, commitment, depth, continuity. Not a trend, but a signature. It’s about standing for a particular way of seeing, creating, and caring.

Could you walk us through ŌLCZAK’s core activities and services, what defining offerings shape your service palette, and how do they reflect your holistic principles while adapting to varied guest needs?

ŌLCZAK is a label of trust for wellbeing experiences, appealing to both discerning consumers and hospitality brands. Our seal signals rigorous curation, worldwide vetted practitioners, ethics, and uncompromising standards of care. In a trend-heavy market where “wellness” is everywhere and where quality certification is rare, we are the filter. Think of us as Michelin for care, Relais & Châteaux for holistic experience. Where our stamp appears, guests know they are in expert, responsible and safe hands, delivered by practitioners & talents that we stand behind.

We design tailor-made holistic experiences for exceptional destinations from hotels and private clubs to luxury villas, museums, wellness clinics, and brands. Our services range from curating practitioners to orchestrating immersive retreats, as well as creating one-off activations tied to seasonal moments, brand launches, or deeper narratives. These programs can be designed for guests, members, or even corporate teams looking for meaningful reconnection. We also act as consultants for wellness and spa departments, helping properties modernize their approach by integrating cutting-edge longevity and biohacking tools from high-tech recovery methods to sensory therapies that complement and elevate traditional offerings.

One of our signature formats is what I call “Holistic Capsules” one-day immersive journeys that offer the depth of a retreat in a condensed format. Over the course of a day, participants are guided through a series of experiences that activate the physical, emotional, mental, and spiritual dimensions. It’s an intense, yet accessible inner voyage ideal for those who can’t always commit to longer getaways.

Every experience is entirely bespoke, shaped by the identity of the place, its natural surroundings, its seasonality, and the profile of its audience, whether it's a community of travelers, private members, or professionals. We pay particular attention to the outdoor elements available: a garden, a rooftop, the sea, a forest… These natural features become living co-creators of the experience. What I ultimately seek to create are signature memories, powerful moments that leave a lasting emotional imprint and deepen the bond between the guest and the hosting brand or venue. That is the purpose of ŌLCZAK: to elevate care into culture, and transform each experience into a gesture of lasting connection.

During your recent travels in Bali, Thailand, and Turkey, which life-changing experiences or local practices inspired you most, and how have you integrated them into ŌLCZAK’s vision and methodology?

I deeply believe there is no such thing as a “one-size-fits-all” or “magical” practice. Transformation happens through a meeting between a life moment, an inner readiness, a practitioner, a place. It’s this subtle alchemy that creates real impact.

Among the most transformative experiences in recent years, discovering Ecstatic Dance in Koh Phangan, Thailand, stands out. It became a powerful ritual of release, a form of intuitive movement that reconnected me to joy, my body, and freedom. I was also profoundly moved by voice activation practices, the courage to use one's voice, to claim space, to express emotion through sound. There’s something deeply healing, almost universal, about allowing the voice to become raw vibration and truth. In Bali, I was drawn to the presence of local healers, each with their own unique signature and wisdom. These encounters reminded me of the beauty and diversity of global healing traditions and the importance of honoring them with humility. One of our foundational pillars is the integration of art into healing, through music, singing, dance, poetry and visual expression. These universal languages create gentle yet powerful spaces for transformation. They bring us back to ourselves and to what makes us deeply human. This spirit is at the heart of ŌLCZAK’s methodology: a living, adaptive approach that draws inspiration from different worlds while honoring each person's unique timing and path.

You’ve co-founded projects in media, art and events, such as Paul.E magazine and ESO Paris… What key lessons from those ventures influenced the creation of your holistic hospitality concept?

Each of my previous ventures has deeply shaped ŌLCZAK, both in what they allowed me to create, and in what they didn’t. With Paulette, PAUL.E, ESO and 11h11 , I learned the art of gathering, of storytelling, of building emotional universes where people feel seen, moved, and inspired. Emotion has always been at the heart of my work. And perhaps that’s the common thread, the ability to generate lasting memory through art, connection, and space, that naturally evolved into creating holistic experiences. But these projects also taught me the cost of over-involvement. I started very young, coming from an art school with no formal business background, learning finance, strategy, and management directly through experience. With ŌLCZAK, I wanted to build something more balanced, rooted in flow & alignment, not hustle. I no longer wish to lead a company where all energy funnels through one person. Instead, I envision a collaborative platform where experts, venues, and practitioners each step into their own power and responsibility.

I also wanted to go further in what I had only begun in past projects: building a global network of healers, guides, and artists from diverse cultural backgrounds, a kind of worldwide collective of care. Our curated network spans over 12 countries, connecting carefully selected practitioners with exceptional venues worldwide. This reflects my ongoing commitment to representation, inclusion, and the creation of safe spaces within the wellness industry. It’s essential that individuals entering these experiences can recognize themselves in the faces, voices, and cultural touchpoints of those holding space for them. As the wellness industry grows rapidly, I believe we have a responsibility to amplify diverse narratives and forms of wisdom. A session held in the Middle East, Japan, the UK or Latin America may follow a similar structure, but it must carry the colors of its local culture, speak the language of its community, and reflect its worldview. For instance, a breathwork session in Tokyo might integrate Japanese concepts of 'ma' (sacred pause) while one in Turkey could weave in Sufi whirling practices and the sacred geometry of dervish movement.That’s how we build experiences that feel both universal and deeply rooted, where care becomes not just a concept, but a shared, embodied language.

With an eclectic toolkit spanning biohacking, VR meditation, sound baths and more, how did you decide which practices to integrate first, and what unifies this holistic approach?

I’m in a constant state of exploration. Every place I visit, every encounter I have, every journey I take becomes an opportunity to discover new practices, to feel them, test them, and integrate them to enrich the palette of ŌLCZAK tools.

But my curation is never trend-driven. It always begins with a conversation with the place I'm collaborating with, its history, energy, location, and vision. For me, a spa or wellness offering must tell a story. It should reflect where a property has come from, where it stands today, and where it wants to go in its relationship with its guests or members.

What I aim to create are signature experiences, each different in form, whether it’s a massage, a sound bath, a VR meditation, or a communication workshop. But they all share the same purpose: to open inner doors, to reconnect people to themselves and to others. I deeply believe in the balance between tradition and technology, between human bodies and high-tech tools, between ancient wisdom and contemporary needs. It’s not about integrating everything, it’s about composing with care and intention.

Today’s travelers are seeking more than a pool or a massage. They want moments of transformation, even fleeting ones. They want to feel something. They want to return home with a memory, a practice, or a shift they can carry forward. Because wellbeing doesn’t end at the hotel door, it continues in our homes, our routines, our daily lives. And that’s the true power of these practices, how they plant seeds that grow long after the experience ends.

Of all the modalities you offer, which has surprised you most with its immediate or profound impact, and why?

I don’t believe in a single “ultimate” modality that works for everyone. But if I had to share something that’s deeply impacted me recently, it would be the intersection of Ayurveda, Chinese medicine, Astrology and Human Design, especially as it relates to nutrition and the body’s inner intelligence.

For years, I followed what most would call a very healthy lifestyle: vegetarian diet, home made food, no alcohol, no smoking, regular movement. And still, something felt off. My body was storing, my digestion was heavy. It wasn’t until I began to understand my constitution through various ancestral frameworks, Ayurvedic, energetic, astrological, that I realized some foods, even those considered “healthy,” were simply not aligned with my personal nature. That realization changed everything. By gently adjusting my nutrition to reflect who I truly am, I witnessed in a small amount of time powerful shifts physically and emotionally.

What this taught me is the value of personalized education. A more sensitive, intuitive approach that honors each person’s unique terrain, history, and body blueprint. Whether we’re working with plants, essential oils, or food, I love workshops that spark curiosity and empower people to explore deeper. These aren’t just practices, they become everyday tools for transformation. And above all, they lead to profound awakenings: a reconnection to our physical, emotional, and energetic identity, beyond the standardized wellness trends promoted, which often overlook individual nuance.

When partnering with hotels around the world, how do you tailor ŌLCZAK’s programs to honor each property’s unique cultural and architectural identity while preserving the core integrity of your holistic experience?

Every collaboration begins with a deep listening to the place itself. I explore the property's history, its natural surroundings, its geographic location, and the soul of the territory it inhabits. Even the architecture can become a guiding element: the materials used, the light, the openness or intimacy of the space, all of these shape the sensory and emotional language we can build upon. If the space is flooded with light and open to the outside, we design experiences that interact with the natural elements. If it’s enclosed or stone-built, we work with introspection, projection, resonance. Each protocol is designed as a sensory extension of the place, in harmony with its aesthetics, seasons, memory, and vision for the future.

What remains non-negotiable is the value system of the practitioner collective I work with. I choose to collaborate with individuals who are both grounded and sensitive, people who can bridge the wisdom and the practical, who speak with clarity rather than mysticism, and who are able to hold space with care, depth, and professionalism. They are all experienced, deeply trained, and fully present in their craft.

One example I love is our work with Les Roches Blanches in Cassis, a stunning hotel carved into the cliffside of southern France, facing the sea. There, we designed a series of “holistic capsules” inspired by the natural elements: water, wind, sunlight, and stone. Each experience was built around one of these forces, and the practices chosen echoed their symbolic essence. This created a strong sense of place, allowing guests to feel deeply connected, not only to themselves, but to the spirit of the land they were inhabiting, if only for a moment. I truly believe that places hold an energetic power, and this power silently shapes the depth of those moments.

What does it mean, in your eyes, to belong to a global wellness community, and how have participant stories or feedback across continents reshaped your approach to fostering connection?

To belong to a global wellness community, to me, first means belonging to a human community, one that is collectively working, each in their own way, toward greater inner balance. Because before chaos erupts in the world, it often begins within. Supporting people, at any scale, to soothe their inner storms, to connect with inner peace, is in many ways, a political and transformative act.

Every event I’ve co-created, across continents and cultures, has confirmed this truth: there has never been a single experience without a powerful story. And often, the messages keep arriving weeks or even months later. These intimate reflections of transformation are what ground me. Each one is unique and yet, deeply universal. These moments have shown me that the language of care is universal. We all experience grief, love, joy, betrayal, gratitude, in different forms, perhaps, but through the same emotional spectrum. In those moments of deep connection, we remember we are human first, beyond borders, systems, or status. What moves me most are the simplest gestures: a smile, a hand gently held, a long, intentional gaze. When someone looks you in the eyes for 1 long minute, without saying a word, but with presence and kindness, you feel the raw, beautiful truth of being human.

Could you walk us through your daily personal wellness routine, from the first moment you wake up to your evening wind-down, and how you adapt those rituals when traveling?

I’m not someone who follows a fixed wellness routine. My practices are fluid, constantly shifting with the seasons, the places I inhabit, and my emotional state. I need movement, creativity, and renewal. That’s just my nature. That said, some rituals do return. Right now, while based in Marseille, I wake early and go to the sea. I sit barefoot by the water, sometimes swim, or simply enter a quiet conversation with nature. It’s a moment of gratitude, presence, and intention, a kind of prayer offered to the universe. Warmth plays an important role in my daily rituals, hot drinks, baths, and medicinal plant inhalations. In Thailand, I discovered traditional herbal diffusers that I now keep close. It’s a simple act, deeply grounding, a natural aromatic ritual that helps me pause, breathe, and come back to myself.

I think walking is my most consistent routine. I walk long distances, every day, in cities, by the sea, in silence or with music. It’s a form of active meditation, regulation, and inspiration. I listen, I think, I feel. Cooking is another sacred ritual. It’s a moment of introspection, what do I crave? What do I need? I connect it to my Ayurvedic profile, to my inner state. Sometimes, I fast. Or I do a deep cleanse. I love those moments of stillness and reset, when the body becomes a space of clarity again.

When I travel, everything adapts. I love discovering new practices, local healers, rituals, and tastes. Exploration is part of my balance. But above all, I stay in dialogue with my body. My philosophy is simple: listen, feel, adjust. No guilt. Just presence. And a quiet dance with whatever life brings.

Looking ahead, which geographic, technological or conceptual frontiers excite you most for ŌLCZAK’s next chapter, and what broader impact do you hope to have on the global conversation around holistic well-being?

What excites me most about ŌLCZAK's next chapters is the creation of a global holistic label, a trusted seal that embodies care, integrity, depth, and transmission. A label travelers will recognize across the world, in hotels, private clubs, wellness residencies, or clinics. A marker of quality designed to build lasting relationships between guests and places, and to support the evolution of hospitality groups & brands that are actively reimagining their experience strategies. I truly believe we've reached a turning point. Travelers are seeking more than a beautiful place & great restaurants, they're seeking a sense of being held. And that's where we can play a meaningful role.

What I hope to bring to the global conversation around holistic well-being is a commitment to personalization, to thoughtful curation, to emotional safety. A break from one size fits all healing. A way to gently open the door for those who may never have imagined themselves on a path of inner exploration. This vision of personalization naturally extends into the technological realm. I'm deeply excited about integrating tools around longevity, health tracking and biohacking, as long as they are handled with ethics and care. Data privacy is essential. The wellness space is, by nature, a vulnerable one and must be protected with responsibility and respect. This will eventually evolve into a personalized digital companion, an ŌLCZAK app that guides users through their wellbeing journey and helps them discover vetted experiences wherever they travel.

Ultimately, my vision is this: that care becomes culture, and that exceptional venues around the world are empowered to reveal their essence through signature experiences that are grounded, soulful, and deeply human.