PRESS RELEASES
Embracing São Paulo’s multicultural identity alongside the enduring expertise and innovation of beauty and wellness icon Guerlain, a true haven of well-being makes it debut
March 05, 2024
Nestled within the celebrated and sustainable Rosewood São Paulo, Asaya Spa by Guerlain stands as a first-of-its-kind urban retreat. Designed by the legendary Philippe Starck, the wellness destination aligns seamlessly with the striking hotel’s ethos, delivering creative solutions for personal transformation against a backdrop of innovative luxury. Through its thoughtfully curated menu, Asaya Spa by Guerlain combines Brazilian practices and rituals with Guerlain’s age-old approach to skincare and regenerative therapies. In addition to offering full access to hotel guests, the Asaya Spa features a membership program for wellness-driven Paulistas, providing exclusive opportunities to embrace the fitness experiences available.
Since 1939, Guerlain has cultivated a unique aesthetic expertise. This visionary mindset and desire for perfection drive the Paris-based brand to continue developing its face and body treatments and achieve extraordinary levels of personalization. Guerlain draws inspiration from traditional massages and collaborates with specialists all over the world to invent unique sophisticated, precise techniques, which are constantly being fine-tuned, to address all wellness needs. Given this long history of innovation, this leading brand was the perfect partner to help introduce the Asaya brand to South America, sharing Rosewood São Paulo’s commitment to creativity and a highly personalized approach to well-being.
“We are honored to introduce São Paulo to a new transformative journey and are incredibly proud of the unique synergy between the spirit of Brazil and cutting-edge well-being that one will find at Asaya by Guerlain,” said Edouard Grosmangin, Managing Director of Rosewood São Paulo. “This launch not only elevates the wellness landscape of our global city but also marks a key moment in the global growth of the Asaya Spa concept. Created by Rosewood to deliver integrative offerings for both guests and local communities, this milestone unveiling firmly establishes Asaya’s presence in South America.”
In line with Rosewood’s A Sense of Place® philosophy, the concept’s design celebrates the diverse cultures of the Brazilian people. It symbolizes not only the property’s commitment to uplifting local communities but also a broader shift in the country’s perception of beauty and well-being. Given the property’s status as a design marvel, the spa experience is meticulously crafted by Guerlain to match the creative energy felt throughout the hotel. Entering the space, guests are encapsulated by design elements that proudly display Brazilian craftsmanship through locally sourced furniture and carefully curated art pieces. Fabiano Senk, a painter based in São Paulo, created an exclusive work for the new spa. Drawing inspiration from the diverse skin tones of the Brazilian people, his painting reflects the vibrant spirit and cultural diversity of the nation. The spa features seven exquisite treatment rooms, an exclusive state-of-the-art fitness studio with locker rooms equipped with a sauna and steam room. The fitness studio will include a myriad of spaces for private and group activities, including dedicated areas for practices such as yoga, Pilates, and sound healing.
A leader in social impact, Rosewood São Paulo is extending its dedication to sustainability and authentically honoring Brazil’s culture through the spa’s operations and programming. The entire property operates on 100% renewable energy, utilizes responsible waste and water management tools, and takes great effort to source materials with minimal footprint. All programming is also carefully considered to preserve and promote Brazilian craft and culture. This approach was reflected in the creation of the Asaya Spa, from the physical construction and design to the development of its experiential offerings.
Rosewood’s Asaya brand is rooted in the pillars of emotional balance; fitness and nutrition; physical therapies; skin health; and community—all of which come to life seamlessly at Rosewood São Paulo’s outpost. Visitors can enjoy a range of Guerlain signature treatments, offering pioneering expertise in facials and unique know-how for the body. In addition to this comprehensive menu, Guerlain has meticulously created exclusive experiences inspired by the uniqueness of the vibrant destination, incorporating locally and sustainably sourced ingredients. The Forest Energy treatment takes guests on a unique journey inclusive of a 90-minute muscular body massage channeling the energy of the Mata Atlântica rainforest. This multisensory offering releases tension through a blend of intense movements, stretches, and joint mobilization allowing those to feel the melodious vibrations of the forest as it comes alive, leaving guests revitalized and harmonized. The pinnacle of sculpting can be achieved with the Art of Sculpt massage. Created by Guerlain exclusively for Rosewood São Paulo, this powerful two-hour face and body sculpting massage delivers immediate results through precise movements such as pumping, sharp effleurage, and friction. Another experience created exclusively for the property by Guerlain is the Brazilian Feathers treatment. Paying homage to the vibrant spirit of Brazil, this 90-minute multisensory body massage incorporates the sparkling notes of Guerlain’s Aqua Allegoria collection. The long and intense strokes, enhanced by a delicate ballet of brushes, bring peace and joy for a pure moment of relaxation.
One of the concept’s most exceptional amenities is the Crystal Room where the fusion of mirrors, Brazilian-sourced crystals, and holistic practices create an immersive escape that encourages guests to soothe their senses. Crystal Room experiences include guided meditations, Reiki, head massages, and more, offering the opportunity to tune out the hum of the city and truly reconnect with oneself. Not only is the space visually stimulating, but it harnesses the healing powers of crystals to create a true alcove of serenity.
“We hope that through our highly curated offerings, Asaya Spa by Guerlain only continues to accelerate São Paulo’s wellness evolution,” said Ana Flores, Wellness & Spa Manager. “Our intentional approach has allowed us to partner with leading French beauty brand, Guerlain in a way that still puts our Brazilian identity at the forefront.”
A destination for discerning shoppers, Asaya Spa will feature retail destinations crafted to be both experiential and to offer visitors access to one of São Paulo’s most carefully curated wellness collections. The space will feature an Asaya boutique where guests can purchase items and products that will help to extend the benefits of their journeys and treatments. This includes Guerlain’s most emblematic skincare, fragrances, and make-up collections, along with an onsite apothecary focused on holistic and personalized creations. An in-lobby Guerlain perfume bar will also be available for guests to craft their unique olfactive experience, speaking both to the destination and their individuality. Additionally, Rosewood São Paulo is the only retail location in Brazil offering Guerlain’s exclusive Perfumery of Art collection.
The complex also features a membership component for locally based wellness-seekers, with two distinct options focused on the destination’s fitness offerings. Available for six or twelve months, the Active Membership grants access to weekday use of the fitness center, the Emerald Pool, Bela Vista Rooftop, and the hotel outlets. Members also receive up to two complimentary nights at Rosewood São Paulo, complete with monthly massages, physical assessments and consultations with an osteopath, personal training sessions, laundry service, and guaranteed reservations with discounts on wellness workshops and activities. Under the Lifestyle Membership, which is designed for a twelve-month duration, members are granted unrestricted access to the Emerald Pool and Bela Vista Rooftop along with six complimentary nights at Rosewood São Paulo which can be extended to friends and family. The membership further encompasses monthly massages, physical assessments, personal training sessions, and gym passes for family and friends, tickets to specialty workshops and activities, access to a variety of classes including yoga, HIIT, dance, and stretching, use of the hotel's concierge services, laundry service, and a four-week vacation or medical leave policy.
Asaya's debut at Rosewood São marks a milestone for Rosewood, bringing the brand's unique blend of global sophistication and local authenticity to the southern hemisphere for the first time. With successful outposts in the United States, Asia, and Europe, with locations at Kona Village, A Rosewood Resort, Rosewood Hong Kong, Rosewood Phuket, Rosewood Guangzhou, Rosewood Vienna, and Rosewood Munich, Asaya continues to transcend the boundaries of holistic wellness experiences today.
Centrally located in the heart of São Paulo near the lively Avenida Paulista, Rosewood São Paulo is a metropolitan oasis set within the historical enclave of Cidade Matarazzo, a complex of elegantly preserved buildings from the early 20th century that has been carefully transformed into private residences, high-end stores, and entertainment venues. Anchoring this 30,000 square-meter mixed-used lifestyle hub, Rosewood São Paulo occupies the historic former hospital, Matarazzo Maternity, as well as a striking vertical garden tower designed by Pritzker Prize-winning architect Jean Nouvel. Rosewood São Paulo encompasses an immersive art collection featuring 450 works site-specific works created by 57 Brazilian artists. Featuring 160 guestrooms and suites and 100 Private Rosewood Suites available for purchase, the interior design of Rosewood São Paulo, led by artistic director Philippe Starck presents a sophisticated fusion of old and new through inspired elements and effects such as rich Brazilian woods, lush garden walls, and fine furnishings. In concert with the accommodations, Rosewood São Paulo’s extensive amenities include six restaurants and bars and two pools.
Rosewood Hotels & Resorts manages a global collection of 33 one-of-a-kind luxury hotels, resorts, and residences in 21 countries. Each Rosewood property embraces the brand’s A Sense of Place® philosophy to reflect the individual location’s history, culture, and sensibilities. The Rosewood collection includes some of the world’s most legendary hotels and resorts, including The Carlyle, A Rosewood Hotel in New York, Rosewood Mansion on Turtle Creek in Dallas, and Hôtel de Crillon, A Rosewood Hotel in Paris, as well as new classics such as Rosewood Hong Kong and Rosewood São Paulo. For those who wish to stay a little longer, Rosewood Residences offers a distinct opportunity for the ownership or rental of properties co-located with a Rosewood hotel or resort and of standalone for-sale residences. Rosewood Residences is defined by the brand’s commitment to Enriched Living through thoughtful details and experiences that enhance the quality of life while evoking a sense of discovery and inspiration.
Since 1828, Guerlain has explored, innovated, and perfected its Fragrance, Skincare, and Makeup, thanks to its daring creators of mythic creations with timeless savoir-faire. Drawing inspiration from Nature and Art and with the Culture of Beauty as its signature, the House has been visionary in its holistic perception of Beauty since its founding. As a Parisian House with a rich heritage and the crowning jewel of luxury “à la française” for almost two centuries, Guerlain has also always manufactured its products in its own ateliers, all located right in France. For over 15 years, the House has placed the conservation of Nature at the heart of its work, guided by the bee — its emblem. Guerlain has dedicated several partnerships and initiatives to protect this precious pollinator within its "Guerlain For Bees Conservation Programme."
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