Rosewood Enters a New Era With Revitalized Brand Identity and Digital Overhaul
The hospitality group debuts a refreshed visual identity, redesigned website, and lifestyle-forward strategy.
Photo: Courtesy of Rosewood
Rosewood Hotels & Resorts has unveiled a new chapter for the brand, defined by a refreshed visual identity, a digital overhaul, and a sharper focus on experiences that emphasize discovery and connection to place.
Long known for its “Sense of Place” philosophy, the company is broadening that idea into a full lifestyle platform—one that extends beyond hotel walls through curated retail collaborations, editorial storytelling, and shoppable online experiences. The rebrand introduces a modernized wordmark, a new monogram, and a signature hue dubbed “Discovery Green,” inspired by the landscapes surrounding Rosewood properties. The updated look will roll out across digital channels and guest-facing touchpoints in the coming months.
In a statement, CEO Sonia Cheng said, “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.”
The digital refresh accompanies a redesigned website that integrates immersive video, editorial content, and direct booking into a seamless, unified platform. It’s part of a larger push to make Rosewood a lifestyle ecosystem where guests can browse upcoming stays, purchase curated pieces, or engage with local narratives that define each property.
The move follows a year of significant global growth. New openings in Amsterdam and at Austria’s Schloss Fuschl have extended Rosewood’s European presence, while the pipeline includes Rosewood Courchevel Le Jardin Alpin—its first alpine resort—featuring an installation by artist Olafur Eliasson; Rosewood Blue Palace Crete, reimagining a beloved Greek resort; and Rosewood Red Sea, a 149-key Saudi debut designed in harmony with the surrounding desert and coral landscape. Upcoming projects in Napa Valley and Seoul will continue to emphasize cultural immersion and locally rooted design.
Together, these developments position Rosewood as a brand that views hospitality as a bridge between culture and commerce—one as fluent in art and design as it is in service. By merging identity, experience, and digital storytelling, the company is betting that luxury travelers increasingly value brands that live as richly online as they do in person.
