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.
NPS at Sheraton? São Paulo Business
September 18, 2025
So what is NPS to do when the official conference hotel is a Sheraton? Why, try things on for size again and realize that the hamster cage persists. The São Paulo Sheraton WTC is a standard issue mid-level business hotel straight out of Marriott central casting. Not our thing here at this blog. Luxury it is not.
What does that really mean? Well, imagine a mall. Then imagine a set of beige rectangular boxes stacked up over the mall. That’s pretty much it. The elevators do a weird jerky thing on arrival at a floor. The lobby is brown leather with little middle management desks set around featuring monitors you can’t see through or around. Breakfast is pretty not bad. The staff is friendly and sticks to the script. Getting out past the mall is a challenge and you have to set out to do it.
We are in 605. There’s sadly not much interesting to say. We have two comfortable double beds. The broken blow dryer was quickly replaced with an ancient stone age hairdryer of yore that worked. The analog phone is attached to the wall with wires and apparently does not actually work. The TV plays a central role.
And that’s good because we had to watch Sneakers on the first night to reminisce about Robert Redford. FWIW, we are still not sure why Dan Ackroyd’s handle was “mother.”
There’s excellent net (with a unify hotspot in the room).
But mostly things are just short of actually comfortable here in Sheraton-land. And they mostly work. Unless you would like a hot shower at 8am, then forget it. The early birds got the hot water. Staying overnight is like having McDonalds fries. You know what you’re getting and you also know that trans fat is bad for you.
Does the fluorescent lighting bring to mind Blade Runner and that famous Harrison Ford’s flick of the fingers? It should.
The shower is not plastic. And the fake marble veneer is so beige.
Look how comfortable the sitting area is. No, nevermind. Don’t.
But the room is free since we are keynoting the conference. Kinda. And the hotel is in São Paulo. So here we are in a great city! Woo hoo.
Late lunch at biO2 LAB Brooklin is quirky and just what the doctor ordered. Pato Rei Berrini serves a great coffee and the people are nice.
If you are stuck in the mall, try Nagairô Sushi D&D which is passable. The sushi does look great though.
Excellent amazonian food can be found at both Mamute and Banzeiro, but watch out for ants in your food and be forewarned that the fish is huge.
The Jardim Botânico is worth a visit.
Anyway, we are here for the show. First the little show at the University (USP).
And then the big trade show keynote.
Three showerheads and a yawn for the Sheraton. We already knew this.
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