LONDON — The Chancery Rosewood, one of the latest contenders on London’s ultra-luxury hospitality scene, understands the power of fashion and creativity.

The hotel’s grand ballroom on Thursday hosted a presentation for MA fashion graduates at the London College of Fashion to showcase their takes on sustainability, new materials and identity.

The showcase formed part of a six-month partnership between the Qatari Diar-owned and Chow Tai Fook Enterprises-managed hotel and the University of the Arts London, which includes Central Saint Martins and the London College of Fashion, among others.

The hotel has been hosting a series of events curated by UAL across multiple locations within its premises. Last month it supported a live performance spotlighting the works of three graduates from LCF’s MA Costume Design for Performance course.

In March, Product and Furniture Design graduates from Chelsea College of Arts will host a dining experience in the penthouse loft suite, and in June, the newly created The Chancery Rosewood Creative Transformation Award will be handed out to a graduate whose work responds to the theme of transformation, plus a cash prize of 5,000 pounds.

The partnership, which helps the hotel position itself as a connector and a cultural host, reflects the group’s latest ambition to rebrand, shifting from a hospitality provider to a purpose-led cultural lifestyle brand.

Last November, following its Hong Kong flagship by Victoria Harbour landing the top spot on The World’s 50 Best Hotels ranking for the first time, Rosewood introduced a new font for the Rosewood wordmark, a new signature color shade called discovery green, and a new RW monogram logo.

Joanna Gunn, chief brand officer of Rosewood Hotel Group, told WWD earlier that the brand elevation is about future-proofing: appealing to the next generation of global luxury travelers by investing in emotional resonance, cultural relevance and social consciousness.

As one of the group’s latest flagship projects, The Chancery Rosewood, converted from the Grade II-listed former United States Embassy in the heart of Mayfair, is destined to be a center of cultural creativity for the British capital and beyond, said the property’s managing director Michael Bonsor in an interview.

He compared the opening of The Chancery Rosewood to a long-awaited moment of reintroduction of the modernist landmark back into the cultural conversation of the city.

“We see The Chancery Rosewood as part of London’s cultural ecosystem. This means programming, collaboration, and connection with London art, design, fashion, and cultural institutions. Our social spaces are designed for Londoners as much as for international guests. The building’s legacy also gives us a civic responsibility to honor its history while contributing meaningfully to London’s future creative landscape,” he added.

The Chancery is Rosewood’s second property in London, with the first one in Holborn opening in 2013. Bonsor said the Mayfair branch represents the next evolution of Rosewood fit for the expectations of the ultra-luxury traveler today, with it being “fully all-suite, highly curated, calm, and deeply contemporary.”

With the building reimagined by David Chipperfield and interiors fitted by Joseph Dirand, the Chancery location has been more than a decade in the making.

Bonsor highlighted that the historical significance of the site made this as much a cultural stewardship project as a hotel development. A key challenge was to honor Finnish-American architect Eero Saarinen’s original design while creating something that meets the expectations of today.

“Chipperfield’s approach retains symmetry and seriousness while refining materials and introducing subtle contemporary clarity,” touted Bonsor, adding that key changes included the addition of rooftop terraces and an all-suite layout, which has become a new industry standard for anyone who wishes to compete in the ultra-luxury market.

The expanded property also hosts Rosewood’s award-winning wellness concept Asaya, a partnership with aesthetic medical and laser dermatology expert Taktouk Clinic, Michelin-starred chef Masayoshi Takayama’s first permanent U.K. restaurant Tobi Masa, and a rooftop bar under the iconic golden eagle sculpture that was made from B-52 bomber parts, overlooking Grosvenor Square.

These amenities help justify the hotel’s top-line pricing power to the world’s most discerning travelers, who expect “privacy, authenticity and precision,” said Bonsor.

A junior suite here starts at 2,100 pounds a night, while its top-floor, square-facing, residence-style accommodation, Chancery House, costs 23,210 pounds a night.

Bonsor, who has been with Rosewood in London since Day One, said he believes the rise in ultra-luxury hospitality is being driven by a change in values rather than simply rising wealth.

“Today’s luxury consumer wants meaning, individuality and cultural relevance. Rosewood is uniquely positioned because every property begins with context, not with a template. At The Chancery Rosewood, that means uniting modernism, contemporary design and deeply personal hospitality,” he said.

“Our niche is clear: scale with soul, cultural relevance with calm, and a luxury experience that feels both extraordinary and deeply human,” concluded Bonsor.