The Rosewood São Paulo: Excellence and the Disney Effect
September 23, 2025
First of all, the Rosewood is a gorgeous facility, centrally located in São Paulo and yet somehow an oasis of sorts. Two blocks from the main drag (Av. Paulista), as soon as you enter the driveway you enter a different world, lush and green like the jungle. Having an oasis to retreat to from the chaotic third world aspects of São Paulo is a necessity when you are old and spoiled.

344 is a luxury king category that is almost sufficient for several days. The best aspect is a balcony that overlooks the real street. In case you wonder whether you are actually in a big city, a look out the window banks makes that clear. Fortunately the room is seriously soundproofed.



The bathroom is awesome with nary a plastic shower in sight. In fact, the shower controls are complex enough to require a manual.







The bar and coffee center went unused.



We spent some time at the pool, meeting people sadly from Florida (or as from Florida as you can get when you are a french boat designer with a Russian designer wife

The only issue that needs attention at the Rosewood may, ironically, be that the staff is a bit too well trained. Lots of them are Disney alums, and it shows in the way they execute the script. Less script and more human would fit the vibe of Brazil better.
We experienced our first Brazilian live music at Cabo de Galo, a supposedly “secret” mixology speakeasy directly in the middle of the breakfast restaurant. Part of the Disneyesque script is to insert an unnecessary delay in all productions in order to give the illusion of exclusivity; like waiting for an open table to be open; or waiting to be seated at breakfast when open tables are all over the place. That stitch can be dropped.

Hell? Maybe.

We enjoyed some cashaça. (Throughout Brazil, the argument WRT whose cashaça is best continues apace even 20 years after my first visit.)

And a Brazilian cocktail involving not enough Fernet called macunaíma.

Greater São Paulo outside the Rosewood oasis has plenty to offer. Some things we saw before our arrival at the Rosewood, like the Jardim Botânico and Esperanza Spalding.

Our post-business side quests included some time in Liberdade at the open market (pretty down scale to be honest).

Av. Paulista. is close by and on Sunday the road is closed to traffic. The MASP (day one) (and MASP (day two)) are very close by indeed. Pinacoteca de São Paulo is a quick car ride away in the rain, and it is open on Monday.



We experienced an incredible dinner (among the best in the world) at DOM.




All in all, five showerheads for the Rosewood. An excellent, though slightly too Disney, experience. We will return.
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