At the end of 2018, the city of São Paulo will win the first luxury hotel of the international brand Rosewood in Latin America. The 100-meter high building will be built as an extension of the historic buildings of the Matarazzo City, a revitalization project of the former Matarazzo Hospital. The interiors are designed by the internationally acclaimed french creator, designer, and architect Philippe Starck. Now, he has unveiled his first creations for the Rosewood São Paulo. Take a look.
Located a block away from Paulista avenue, the tower’s façade has been designed by Jean Nouvel alongside Alexandre Allard. The 22-storey building will be covered by a vertical garden. Public and private spaces, as well as roofs and terraces, will be taken over by flowers, plants, and trees.
Starck — appointed artistic director of the project — faced the challenge of transcending the standards of luxury and elegance. To do so, he has brought 21st-century boldness and modernity to the spaces.
In the words of the designer, ‘At first, I was shocked. The Matarazzo was so out of context, out of time, at odds with reality. A dreamscape, like a marvelous tale, kept within a bell jar guarded by fairies. This place is immaterial; it is the essence of São Paulo, and especially of those born here. Finding a jewel that expresses this incredible spirit of the Brazilian people and whose who inhabit São Paulo is magical. It’s a place that makes us immediately dive into a dream, into imagination, into fairytales held dear by both children and adults alike. There, anything can happen.’
With the reinvention of ‘Cidade Matarazzo’, Starck aims to leverage Brazil’s innate creativity and highlight the importance of preserving its natural environments by reflecting its deep roots coupled with its modern lifestyle. The color scheme chosen for the interiors reflects the culture, the colors and the down-to-earthness of the locals.
The hotel design has opted for ‘slow luxury’, highlighting and respecting the location’s cultural traits. A green space serves as an oasis within the city with rare plants and trees. Just as Starck’s philosophy is entrenched within every detail of the project, suite owners will be able to perform numerous customization options, including several types of woods, marbles, carpets and more.