“Discovery Green,” a hue inspired by lush vegetation, will be a recurring touchpoint across marketing messaging and branding. Image credit: Rosewood Hotels & Resorts
Hospitality group Rosewood Hotels & Resorts is charting a new path forward.
Today, the company launched a rebrand, which will see Rosewood redefining itself with a focus on discovery-based storytelling and experiential, destination-led travel. To mark this new chapter in the company’s growth, Rosewood introduced a refreshed visual identity, an editorial-style digital platform and a slate of new openings.
“Evolving from our central philosophy, the new era of Rosewood places discovery at the heart of everything we do, creating experiences that nurture the stories, traditions and people that make each place extraordinary,” said Sonia Cheng, Chief Executive Officer of Rosewood Hotel Group, in a statement.
“It’s an invitation to our guests to be surprised by the unexpected and touched by experiences that are both profound and personal,” Ms. Cheng said. “Anchored in a commitment to become a brand driven by purpose, Rosewood is stepping confidently into a new chapter, where hospitality becomes a bridge to culture, curiosity and connection.”
A new dawn
In the company’s next chapter, it will emphasize discovery and emotional connection with a redesigned website that allows users to explore editorial content, shop curated products and book bespoke stays.
The visual component of the brand’s refresh includes the “Discovery Green” colorway and an updated monogram, inspired by the landscapes surrounding each Rosewood property.
Each room at the Rosewood Mandarina includes a private plunge pool and terrace. Image courtesy of Rosewood Mandarina
Place and local culture have been an integral part of the company’s ethos since its founding in 1979. As it looks to the future, it will lean further into that guiding principle to create guided journeys unique to each property.
For example, at the Rosewood Miyakojima in Japan, guests can learn about conservation methods from marine ecology experts while learning local traditions from fishermen. Meanwhile, Mexico’s Rosewood Mandarina (see story) will encourage guests to experience indigenous healing practices at the Asaya Spa after exploring the varied topography of the hotel, from jungles and beaches to towering mountains.
A stay at the Rosewood Amsterdam will immerse guests in a spectacular art world with access to a curated collection of more than 1,000 artworks via curated tours.
In the pipeline
The hospitality group currently manages 41 properties and is growing its portfolio such that each new property will create immersive journeys for prospective guests.
In December, Rosewood Courchevel Le Jardin Alpin (see story), the brand’s first mountain resort, will feature an installation by Icelandic-Danish artist Olafur Eliasson. Next year, the brand will debut properties in Crete, Greece and Saudi Arabia’s Shura Island, each designed to reflect regional heritage and natural beauty.
Rosewood Seoul, slated for a 2027 opening, will introduce a contemporary interpretation of Korean hospitality beside Yongsan Park and Rosewood Calistoga, in California’s Napa Valley, will highlight wellness and connection to the land across an 118-acre estate.
The new hotel will house 195 guest rooms and eight private garden villas, while the residential tower will count 63 units and five bespoke beachfront villas among its inventory. Image credit: Rosewood Hotels & Resorts
In 2029, the dual Rosewood Dubai and Rosewood Residences Dubai will open (see story), and one year later, hospitality brand Mandarin Oriental will inaugurate its first golf resort and third property in the city, the Mandarin Oriental Jumeirah Golf Estates (see story).