AZULIK uh may, ‘the city of arts’, is a creative journey nestled deep in the heart of the mayan jungle outside of tulum, mexico. it is part of a unique originative concept designed by social entrepreneur roth to elevate hospitality, wellness, gastronomy, art, fashion, architecture, design and innovation that fall under the wider AZULIK brand. the concept is articulated around a three-fold invitation to reconnect, create and celebrate through AZULIK's onsite museum SFER IK, its restaurant jungle cuisine, and roth design’s workshops. a multidisciplinary onsite creative team is spread across cutting-edge artisan studios, known as hives, that link ancestral practices with avant-garde techniques and visionary design, as well as innovative artist residencies. through its sister hotel located in tulum, with an attached standalone project space for SFER IK, AZULIK uh may achieves a unique reinterpretation of destination travel as an initiatory journey where visitors become members of a global nomadic tribe of extraordinary sophistication.