Brad Berry sits down with us to discuss Rosewood Residences‘ growth and future.
In an exclusive interview with Salon Prive Magazine, Brad Berry, Vice President of Global Residential Development at Rosewood Hotel Group, unveils the brand’s ambitious plans for ultra-luxury living. As Rosewood Residences approaches a significant milestone with its first standalone residential project in Beverly Hills, Berry offers an insider’s perspective on the brand’s rapid expansion, innovative design collaborations, and commitment to creating bespoke living experiences that seamlessly blend local culture with world-class luxury.
From upcoming European projects to sustainability initiatives and the unique Rosewood Reserve membership, Berry provides a comprehensive look at how Rosewood Residences is redefining the concept of home for the world’s most discerning clientele. Join us as we explore the future of luxury residential living and discover how Rosewood is setting new standards in personalized service, community building, and architectural excellence across the globe.
Brad Berry Discusses Rosewood Residences’ Pioneering Growth in Branded Luxury Living
Can you share any details about Rosewood Residences’ upcoming projects in Europe and what makes these locations particularly appealing for the brand?
The past few years have been a time of exceptional growth for Rosewood Residences with the number of projects in development reaching a record high. We’re about to approach a major milestone with the debut of our first standalone residential project, Rosewood Residences Beverly Hills, later this year. We have six other standalone residences which will open in quick succession over the following years. Just this week we announced Rosewood Residences Old Lighthouse in Los Cabos, Mexico, our first fully branded standalone residential estate which will feature the most extensive range of exclusive amenities and services of any of our developments to date. Sales will launch later this year. The pipeline also includes Rosewood Residences Turtle Creek in Dallas, Rosewood Residences Hillsboro Beach, Rosewood Residences Lido Key and Rosewood Residences Naples in Florida, and Rosewood Residences Kamala in Phuket. These properties come in addition to our upcoming hotels and resorts which feature a residential component, which include iconic destinations such as The Raleigh in Miami.
When selecting new destinations for our Rosewood Residences properties, we look for prime markets that we feel our community of brand loyalists and admirers would want to experience through the Rosewood lens. We’re looking forward to bringing our approach to remarkable locations we have identified in Europe and are anticipating the announcements of several landmark properties in due course. It’s exciting that we are able to consider locations all over the world after seeing incredible demand for our properties in the US and Asia.
Rosewood Residences are known for their distinctive architecture and design. How do you ensure each property reflects the local culture and heritage while maintaining the brand’s luxury standards?
A strong partnership with our architects and designers throughout the entire development process is crucial to maintaining our reputation for masterful design. We work with architectural firms, designers and artisans who have a deep knowledge of the regions in which we work to ensure we are delivering remarkable living spaces and experiences that embrace the local setting. Our hotel and residences in São Paulo are a great example of this – you can only import 20% of materials so hallmarks of local artisans run throughout the property.
Because of the collaborative relationship, our team remains uniquely involved throughout the entire development process from conception to design and delivery. We are committed to an aesthetic that remains authentic to the brand and is in keeping with our design principles. We carefully curate the smaller details in the finishing touches of each residence – from the art selected to the coffee table books in the lobby. Our residents know that with Rosewood, they will not just find a home, but unlock an elevated lifestyle made possible through tailored services, exclusive amenities and exceptional design.
How does Rosewood Residences tailor its services to meet the unique needs and preferences of its residents, and can you give examples of some bespoke services offered?
Our buyers are looking for the highest level of experience and service, not just branding, and not even just high design. This is what sets Rosewood Residences apart. Rosewood is rooted in residential-style hospitality and has spent over 40 years refining a world-class service proposition.
Our services and amenities are carefully considered based on the market. For example, at Rosewood Residences Hillsboro Beach, we want to provide the foundations of a luxury resort coupled with the comfort and familiarity of home, with an understanding that many of our buyers will be families. This shows up in the development’s impressive selection of amenities, from a game room and dog park to luxury guest suites for visiting families and friends.
Not only do we tailor experiences depending on the location, but we also personalize them for our residents. We have fantastic Rosewood Residential teams dedicated to each of our properties who are responsible for curating an enriching experience for our owners each and every day. Our teams know each individual preference of our residents, from major business milestones to their favourite flavour cake to receive on their birthday, to the dates of their children’s final exams.
Building a sense of community is a key aspect of Rosewood Residences. What initiatives or events do you organize to foster connections among residents?
As part of our commitment to enriched living, we host a range of activities and events exclusively for owners. Raising the bar on branded residences, we pride ourselves on building not just homes, but communities that unite like-minded individuals through distinct and memorable lifestyle experiences.
In Hong Kong, residents were invited to join Rosewood Hong Kong’s Art Basel activations, including a private yacht experience, while in São Paulo, we invited all of our private suite owners to our first annual Baile do Rosewood in celebration of Brazil’s Carnival. We even involve owners before they’ve moved in. In Miami Beach, where our Rosewood Residences are currently being built, we hosted some of our future owners at an intimate dinner at The Raleigh’s beachside pavilion during Formula 1 weekend. They were treated to world-class dishes from the Langosteria team, flown in specially from Milan, as a teaser to the incredible restaurant that will be part of the Rosewood The Raleigh upon opening.
Rosewood has collaborated with renowned designers like Peter Marino and Philippe Starck. Can you tell us about any upcoming design collaborations and what residents can expect from these partnerships?
To remain true to our definition of luxury, the strategy for appointing design partners is highly selective. Looking at our pipeline of new Rosewood Residences properties, we are thrilled to be working with an all-star lineup of internationally renowned designers: Lillian Wu Studio is designing the interiors for our residences in Naples, Lido Key, Doha and Bermuda; architect Lucien Lagrange and AD100 recognized designer Dan Fink are behind Rosewood Residences Turtle Creek; and Thomas Juul Hansen is designing the interiors for Rosewood Residences Beverly Hills.
We have just revealed the design for our Beverly Hills residences. These 17 ultra-luxury homes will foster a sense of understated elegance through the use of the finest natural materials,from the same Dionysos white marble that was used to construct the Parthenon in Greece over 2,400 years ago to Jura limestone sourced from Germany. Ranging from 3,000 to over 7,000 square feet, all will feature gracious entry foyers, kitchens with large double islands, and outdoor terraces, offering ample spaces for entertaining.
For larger gatherings, the resort-like rooftop will be home to indoor and outdoor kitchens, dining and lounge spaces set against a beautiful city backdrop.
Another highly anticipated project is Rosewood The Raleigh in Miami Beach. Spearheaded by acclaimed design partners Peter Marino and Kobi Karp Architects, Miami Beach’s iconic hotel, The Raleigh is being restored to its former Art Deco glory. Working in collaboration with local artists and craftsmen, every aspect of the design will reflect the property’s storied past and vibrant neighbourhood. Occupying a newly constructed 17-story oceanfront tower, Rosewood Residences Miami Beach will be central to the revitalization of The Raleigh, boasting 44 one-of-the-kind homes with unobstructed views and incredible proximity to the ocean.
How does Rosewood Residences incorporate sustainability into its developments, and what are some of the brand’s key initiatives in this area?
Sustainability is a really important aspect of everything we do at Rosewood. We express our commitment to sustainability and social responsibility through Rosewood Impacts, which was designed as a roadmap for all of the Rosewood Hotel Group towards a future world where people and places enrich one another. We have set ambitious goals for ourselves – from diverting 70% of waste away from landfills and incinerators by 2025 to achieving complete carbon-neutral status by 2050 – in pursuit of this reality. With our residences specifically, we take great care to curate our properties in a way that promotes local sourcing, hiring and partnerships and prioritizes sustainable practices and products wherever possible. Key to our approach is also selecting developer partners who share our values and understand the importance of investing in these products and practices that support our goals.
It’s encouraging to see how our Impacts mission resonates with our buyers, who take an active interest in the effects that their home will have on the environment and surrounding community. They share our dedication to protecting natural resources and uplifting local livelihoods, and this is one of the many reasons why they chose Rosewood.
What are some of the exclusive amenities and features that set Rosewood Residences apart from other luxury residential offerings?
We tailor each residence completely to the local market and the type of buyer we anticipate will be looking to purchase in these locations. It’s this originality and customization that we find really resonates with our residents.
Of course, we deliver all the expected facilities that discerning residents require, such as concierge services, food and beverage concepts, pool and spa amenities and access to premium indoor and outdoor spaces.
We’ve recently been rethinking the various types of wellness experiences we want to offer, as buyers have taken on a more holistic view towards their physical and mental health. It’s no longer enough to just
have a beautiful fitness studio; people want a healthy building that empowers their habits and practices. So we’re constantly looking at our design plans and amenities and services to identify new opportunities to support our residents with their wellness goals. For example, at both Rosewood Hong Kong and Rosewood São Paulo, residents have access to our signature wellness concept, Asaya, which offers a holistic approach to wellness that was designed to complement city living.
Once again, The Raleigh is a fantastic example of where Rosewood Residences will be providing the highest standard of service and amenities. Alongside the property being managed by a dedicated Rosewood Residential team, residents will have access to a multitude of exclusive offerings, including access to the hotel amenities and the on-site private members club, a children’s playroom, a
4,000-square-foot spa, a double-height fitness centre, a private porte-cochère entrance, four swimming pools, 24-concierge service, and the Langosteria-operated beach club which will provide in-residence dining.
Can you elaborate on the benefits of the Rosewood Reserve membership and how it enhances the overall living experience for residents?
From the moment of purchase, whether one’s home is already completed or still in the early stages of development, residents are invited to join Rosewood Reserve and experience the best of the Rosewood lifestyle through exclusive events and VIP treatment. Exclusively for owners, Rosewood Reserve offers advantages ranging from preferred rates on rooms, dining experiences and spa treatments to room upgrades and travel support across the Rosewood Hotel & Resorts network.
Alongside a personalized welcome gift and connection to our global head of Residences for year-round concierge service, Rosewood Reserve members are afforded access to the best Rosewood events across the world and the first to know about special events and once-in-a-lifetime experiences.
Rosewood Reserve takes our principle of creating communities that empower and enrich and extend it beyond the immediate location, to connect residents with a global network of like-minded owners that trust Rosewood’s approach to design, discovery and curation.
As our residential portfolio grows, we are looking at ways to enhance Rosewood Reserve to ensure it truly reflects an exclusive community that offers unrivalled access and experiences.
What are some of the biggest challenges you face in developing ultra-luxury residences, and how does Rosewood overcome them?
We’re fortunate to have an expert team with several decades of ultra-luxury residential experience between us, so while we do face plenty of challenges, we take pride in our collective ability to find creative solutions.
Real estate is a cyclical market and we always want to ensure we are well-positioned against headwinds. Having said that, the branded residences sector – especially on the luxury level – has proven to be very resilient. Our buyers understand the inherent value of a Rosewood Residence and that ownership unlocks a world of experiences, not only at home but across our global network of properties.
We’re also consistently creating more ambitious developments to match the expectations of the customer.
Buyers are certainly looking for bigger, better and more premium properties which are more flexible in terms of how they are used. As you can expect, the need for the very best high-end amenities as a
minimum requirement has grown even more over the pandemic, as buyers require all their key services within easy reach.
We continue to respond to these trends and shifting demands through integrated offerings that are designed to grow and evolve as our owners do. These are made possible only by our dedicated Rosewood Residential teams, which are composed of the very best hospitality experts.
Looking ahead, what is your vision for the future of Rosewood Residences, and how do you plan to continue innovating in the luxury residential market?
This is only just the beginning for Rosewood Residences – we have some bold ideas planned for the future and we’ll continue to be led by our commitment to curating an enriched living experience for our residents.
We’ll continue to grow our service and amenities offerings with the support of our incredible Rosewood Residential teams. They are tastemakers and visionaries in their own right, constantly learning and evolving so as to anticipate and exceed the needs and expectations of Rosewood residents.
We have some of our most ambitious developments and partnerships to date being announced this year – I’m looking forward to sharing more details in the next six months.
