ROSEWOOD’S SPIRIT OF CELEBRATION BRINGS FOOTBALL, ART AND TRAVEL TOGETHER THIS SUMMER

Rosewood is approaching the summer sporting season through the lens of culture and community, introducing The Spirit of Celebration, a global programme built around football, travel and shared experiences. Announced on 5 June 2026, the initiative brings together a limited-edition jersey created with British artist and sportswear designer Christian Jeffery, seasonal experiences across Rosewood properties and a new series of regional itineraries designed to encourage a deeper engagement with place.

At the heart of the programme is a football jersey that takes a more considered approach to sportswear. Jeffery, whose practice combines fine art with technical sportswear design, created an original hand-painted shirt and accompanying artwork for Rosewood. The design has subsequently been adapted into a limited-edition jersey, which forms part of Rosewood’s Summer Essentials retail collection and is intended to be worn by the brand’s community across its hotels and resorts.

The collaboration draws on the visual language of football without abandoning Rosewood’s emphasis on the character of individual destinations. Details within the jersey reference architecture, landscapes and botanical motifs associated with properties across the brand’s portfolio. Rosette forms take inspiration from the architectural millwork of Rosewood Mansion on Turtle Creek in Dallas, while oak leaves reference the landscape surrounding Rosewood Sand Hill in Menlo Park.

At the centre of the design is a custom crest inspired by The Carlyle, A Rosewood Hotel in New York. Around it, botanical references bring together Vancouver cherry blossoms, New York roses and orchids associated with Nayarit, Mexico. The result is a garment in which the conventional visual codes of football are softened by references to landscape and architecture, turning the jersey into a kind of visual map of Rosewood’s world.

The collaboration also reflects Jeffery’s established practice. Working from his OOF Gallery studio, the artist creates hand-painted football shirts informed by jerseys, football history, fan culture, local traditions and architectural or botanical references. His work has attracted commissions from museums, collectors and professional footballers, as well as collaborations with fashion and sportswear brands.

Rosewood’s wider summer programme extends the idea beyond the jersey. Across its portfolio, hotels are creating settings for match screenings, communal gatherings, culinary events, pop-ups and cultural activities. Outdoor spaces become viewing areas, while restaurants, bars and terraces take on seasonal menus and programming shaped around the atmosphere of the sporting calendar.

At Rosewood Villa Magna in Madrid, the lawn becomes an open-air setting for communal viewing, while Hôtel de Crillon, A Rosewood Hotel in Paris, and Rosewood Amsterdam are using their courtyards for similar gatherings. At Taraz, the restaurant at Rosewood São Paulo, screenings are paired with tasting experiences, creating a format that places food and conversation alongside the spectacle of the game.

Other activations approach the season through food, drinks and wellness. Rosewood Hong Kong is introducing a poolside takeover at Asaya Spa, while Kona Village, A Rosewood Resor,t is hosting beachside mixology residencies featuring Julie Reiner. At Rosewood Mansion on Turtle Creek, the Mansion Bar is presenting a football-inspired menu accompanied by hand-drawn artwork depicting historic players. In Vancouver, Rosewood Hotel Georgia’s Reflections The Garden Terrace is introducing a summer drinks menu inspired by the seven nations competing locally.

There is a quieter dimension to the programme, too. Rosewood properties are incorporating experiences centred on nature, restoration and regional traditions. At Las Ventanas al Paraíso, A Rosewood Resort, a Mezcal Four Hands Spa Ritual draws on Oaxaca’s traditions and presents mezcal as part of a restorative treatment. Rosewood Miramar Beach is introducing MOODS, a signature aromatherapy experience, while Rosewood Mayakoba is offering private whale shark expeditions and Rosewood Mandarina is incorporating sunset sea turtle conservation rituals into its seasonal programming.

Travel is further explored through Guided by Rosewood, a new series of multi-property itineraries created around regional discovery. The programme currently includes journeys through Mexico and Austria and Bavaria, with experiences designed around local culture, traditions, landscapes and less familiar perspectives on each destination. Rather than treating a hotel as an isolated destination, the itineraries connect several Rosewood properties within a region, allowing travellers to move through different settings while retaining a sense of continuity.

This approach reflects a philosophy that has been central to Rosewood since its beginnings. Rosewood Hotels & Resorts was established in 1979, with its origins in Dallas, Texas. The story began with the transformation of a historic mansion into The Mansion on Turtle Creek, a restaurant and hotel whose success provided the blueprint for the brand that followed. Rosewood’s early model was built around residential character and a strong relationship with the history, culture, geography, and personality of each location.

That heritage remains visible in the way Rosewood describes its current collection. The brand now comprises one-of-a-kind hotels, resorts and residences across the Americas, Europe, the Middle East and Asia-Pacific, with each property intended to reflect the community and culture surrounding it. Its portfolio includes longstanding names such as The Carlyle in New York and Rosewood Mansion on Turtle Creek in Dallas alongside newer destinations such as Rosewood Hong Kong.

The official Rosewood hotel directory currently lists destinations across the Americas, Europe, the Middle East and Asia-Pacific, including Rosewood London, Hôtel de Crillon in Paris, The Carlyle in New York, Rosewood Villa Magna in Madrid, Rosewood Hong Kong and properties throughout Mexico and Southeast Asia. The portfolio is continuing to expand, with Rosewood Tokyo now among the brand’s recent openings and further destinations listed as forthcoming.

Viewed together, The Spirit of Celebration is less concerned with football as a standalone spectacle than with what surrounds it: gathering, travelling, eating, discovering and recognising the distinctive character of different places. The jersey gives those ideas a physical form, while the hotel programme translates them into experiences that range from the exuberance of a communal screening to the slower rhythm of a conservation excursion.

There is something fitting in that breadth. Football is often described through its teams, colours and rivalries, yet its cultural significance also lies in its ability to create shared rituals across cities and generations. Rosewood’s response places that communal quality alongside its longstanding interest in architecture, landscape and local culture. In doing so, the programme suggests that celebration need not be confined to the final whistle; it can be found in the places, people and rituals that make a journey memorable.