LONDON — Rosewood has every reason to celebrate.

Last week its Hong Kong flagship by Victoria Harbour landed the top spot on this year’s The World’s 50 Best Hotels ranking for the first time.

But the Hong Kong -based luxury hotel group is already thinking ahead, having revealed its ambition to rebrand, shifting from a hospitality provider to a purpose-led cultural lifestyle brand at the beginning of October.

The rebrand involved a new font for the Rosewood wordmark, a new signature color shade called discovery green, and a new RW monogram logo. A range of sleepwear, bedding and bathrobes — which could be called “hotel merch” — with the new visual identities is also available to purchase online.

In an exclusive interview, Joanna Gunn, chief brand officer of Rosewood Hotel Group,

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