Rosewood Hotels rebrand is star-studded

Dubbed Living Canvas, luxury hotel group Rosewood Hotels & Resorts launches a new brand identity today that includes a new website, logo, multimedia destination guides and creative hotel initiatives.

Appealing to “affluent explorers”, the hotel group is rebranding itself by localising its hotels to its destination.

“Luxury is increasingly defined by experiences not by objects; and delight is found through discovery rather than display," said Sonia Cheng, chief executive officer of Rosewood Hotel Group.

"The Living Canvas campaign is purposefully as much about the destinations as the properties. But this relaunch goes deeper than just graphics and advertising, it also reaches to the heart of our operational philosophy which is to offer unique and authentic experiences."

The new website, created by Isobar Hong Kong, features destination guides such as New York Beat, Soul Searching in Mexico and Hidden Beijing: each comes with a large visual with information on the cities’ best kept secrets, events, and venue contact information.