Rosewood: Redefining Minimalist Luxury Online

Rosewood Hotel Group

Mirum | Hong Kong | 2019-03-01

Keywords: Web Application | Platform build | platform | campaign

words | minutes read

A brand new website for one of the world's leading hotel companies combining subtle palette and vibrant photography into a single clasp of unity.

The Ask

The Rosewood Hotel Group owns a distinctive collection of highly individual, residential-style luxury hotels inspired by the culture, history, and geography of their locales all over the world. At its heart and soul is its culture of ‘relationship hospitality’, where it believes that true hospitality is found in the building and nurturing of strong relationships with one another, its guests, and its communities. We were tasked with revamping the group’s main website to offer visitors an online experience that could closely reflect the on-ground experiences awaiting guests at any Rosewood hotel.

The Idea

With more than 25 locations worldwide and a myriad of offerings per hotel, the Rosewood Hotel Group needed a website that would allow visitors to browse, navigate, and book an accommodation with ease. In creating its new website, our approach was informed and inspired by the inward focus expressed through its hotels’ interior architecture, where clean and crisp spaces are punctuated with vibrant touches of modern art.

For its new user interface (UI), we focused on improving the organisation of content using a fluid grid to allow for a more intuitive experience across mediums. To draw the visitor’s attention to specific points of interest, we made photography the focal point on key pages to create a sense of total immersion. A minimalistic colour palette was chosen to set the website’s overall tone and bring all the design elements together in an elegant way.