Social Media Manager
Lucía Herrera
Lucía runs the studio’s channels the way a good host runs a room — attentive, unhurried and never loud. She came from a design magazine and a hotel group in Oaxaca.
7
YEARS IN SOCIAL & EDITORIAL
3
BRANDS HELD IN HOUSE
3
LANGUAGES SPOKEN
HER PHILOSOPHY
“A good feed is a small door left open. People should be able to tell, from one photograph, whether they would enjoy your company.”
Lucía Herrera
THE STORY
We post what we would send a friend.
Lucía studied communications in Mexico City and spent her first years at a design magazine, where she learned to think in sequences rather than single images. A move to a boutique hotel group in Oaxaca taught her the other half: that a caption written from the pass of a kitchen sounds nothing like one written from a desk.
She joined Axplorers in 2022 to give the studio’s channels a steadier voice. She replaced the posting calendar with a shorter list of rules — nothing staged, nothing sped up, and no photograph of a place the team has not been — and built a small network of guests and guides who contribute their own pictures with permission.
She is based in Colonia Roma, shoots on an old rangefinder at weekends, and answers most direct messages herself. She is slightly famous among colleagues for the number of unposted photographs she has of other people’s breakfasts.
AREAS OF EXPERTISE
What she’s trusted with.
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03
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WHO SHE WORKS WITH
No itinerary of hers travels alone.
YOUR JOURNEY, EXTRAORDINARY
The world is yours to explore.
Extraordinary places. Meaningful experiences. Impeccable journeys crafted just for you.