Shot by Jo Metson Scott, known for her intimate way of telling human stories through portraiture and documentary filmmaking, Discovered at Rosewood highlights how each Rosewood destination invites guests to explore the world in a way that envelops them in local traditions, communities, and lifestyles. It emphasises the brand’s dedication to offering transformational stays through cultural immersion, the integration of local craftsmanship, and A Sense of Place.
Rosewood’s newest property, Rosewood Schloss Fuschl, was chosen for the new campaign. A restorative lakeside retreat located near Salzburg in Austria, the restored 15th-century castle has breathed new life into the rich traditions of Austrian countryside living to offer unparalleled luxury experiences. The campaign shines a light on local artisans, craftsmen, and key cultural figures of Schloss Fucshl, showcasing Rosewood’s dedication to discovery and connection through the lens of craft, sustainable farming, and sense of place.
The campaign features fixtures of the Salzburg community discovered by Rosewood, including Gerald Aichriedler, a local paddleboard craftsman showcasing the art of slow craft. The campaign explores his methodical practice, producing a handful of paddle boards from a single tree. Gerhard Langmaier, the Fischermeister of Lake Fuschl who works in a circular fishing tradition, displays how circularity has been a way of life for generations at the local Fischerei and embodies Rosewood’s approach to food. The campaign also follows Austrian creative Anna Phillipa Wolf, who has collaborated with designer Rick Owens for over ten years.
Rosewood has long celebrated culture and craftmanship, collaborating with a roster of exceptional talent from around the world. Earlier this year, Rosewood Front Row was conceptualized as a global culture series, providing a selection of art and culture-focused activities, inspiring talks and culinary partnerships. Earlier this year, Hôtel de Crillon, A Rosewood Hotel, partnered with THE SKATEROOM, a skate art and social change platform, to celebrate skateboarding at this year’s Summer Olympics. The collaboration and exhibition featured works by Ines Longeval, Cindy Sherman, Juergen Teller, Ai Weiwei, Jeff Koons and Andy Warhol. These cultural initiatives have facilitated a sense of discovery and will continue to inform Rosewood’s narrative in 2025 and beyond.
