ROSEWOOD SÃO PAULO: THE CITY’S MOST AMBITIOUS HOTEL PROJECT

words MAREK BARTEK

At Rosewood São Paulo, scale is part of the experience, but it’s not what defines it. Set within Cidade Matarazzo — a restored complex of early 20th-century buildings — the hotel brings together a former maternity hospital and a newly built vertical garden tower, creating a setting that feels layered.  

all images courtesy of ROSEWOOD

The contrast between old and new runs throughout. The historic building retains much of its original structure, while the tower introduces a more contemporary approach, wrapped in greenery and rising above the city. Moving between the two, the transition feels natural — both an extension and a statement. The gardens and pathways that connect the spaces reinforce this, softening what could otherwise feel like a stark divide between past and present.  

What sets the property apart is how closely it ties itself to Brazil. Materials are largely sourced locally, and the interiors incorporate hundreds of works by Brazilian artists, spanning sculpture, painting and installation. Rather than acting purely as decoration, these pieces shape the atmosphere of the hotel, giving each space a distinct identity while still feeling part of a larger whole.  

The hotel is also expansive in what it offers. With multiple restaurants, bars and shared spaces, it operates almost as a destination in itself. The food and beverage programme spans several concepts, from more casual settings to more structured dining, supported by a team that reflects both local and international experience.  

Wellness plays a central role as well. The Asaya Spa, developed in partnership with Guerlain, combines treatments with fitness, nutrition and broader wellbeing programmes. Its membership model extends access beyond hotel guests, bringing in a local audience and positioning the space as part of the city’s daily rhythm rather than something separate from it.  

There’s also a clear emphasis on sustainability, though it’s integrated into the project rather than highlighted at every turn. The restoration of the original buildings, use of renewable energy and reliance on local materials all point to an approach that is built into how the hotel functions day to day.  

Rosewood São Paulo works as a collection of spaces that come together to reflect the scale and complexity of the city itself, while still offering a sense of pause within it.