Legacies Untold: The Making of “Madrid’s Most Stylish Hotel Yet”
Beyond the emblematic façade of Rosewood Villa Magna lies a story of elevated hospitality, luxury refinement and unwavering dedication from a renowned team. As we look ahead to our upcoming event in Madrid, we share an insightful conversation with Managing Director Friedrich von Schönburg, discovering the inside track on the running of one of Madrid’s most iconic properties.
Here we meet the visionary behind the magic. So, join us as we reveal the secrets of the transformation of Rosewood Villa Magna into the remarkable hotel it is today.
Friedrich von Schönburg
Managing Director, Rosewood Villa Magna
inVOYAGE: Firstly, Friedrich thank you for taking the time to speak with us today. We’re delighted to be bringing our next event to Rosewood Villa Magna and couldn’t think of a better way of introducing our clients to the cosmopolitan beauty of Madrid’s Salamanca district than with through your incredible property. But first, could you share with us a little about your personal journey in the hospitality industry and how it led you to the role of Managing Director at Rosewood Villa Magna?
Friedrich: It is a pleasure to talk with you. Thank you for this opportunity to share an insider’s perspective of Rosewood Villa Magna.
My career in hospitality started quite unexpectedly. Despite my family's expectations for me to pursue other careers, my first experience in hospitality emerged during a general strike in 2001, when I helped at my father's hotel. This experience revealed to me my passion for interacting with guests and creating truly memorable experiences.
Throughout my career, I have been fortunate enough to have worked in various roles at prestigious hotels in different European cities. This has allowed me to acquire and develop my management skills, as well as refine my particular focus on luxury, which for me is all about personalizing every experience for our guests. The past decades have been invaluable for my current role at Rosewood Villa Magna.
inVOYAGE: Rosewood Villa Magna has been described as “Madrid’s most stylish hotel.” How would you define the unique character and ambiance that the hotel brings to its guests?
Friedrich: Rosewood Villa Magna is an exceptional combination of history, location, renowned gastronomy, art, culture and contemporary flair. We are found on the iconic Paseo de la Castellana, Madrid’s most iconic boulevard, within the city’s chicest district, a verdant, exclusive oasis in the capital.
Our property is set back from the avenue, within mature private gardens, offering guests privacy and a unique ambiance from the moment they arrive.Our gastronomy is one of the unique elements of each guest experience. We have four distinctive spaces that combine exceptional flavors and signature dining, within elegant surroundings, whether in the dining rooms or outside on the glorious garden terraces.
Panoramic views of Madrid can be enjoyed with a privileged perspective, from our two exclusive Houses on the ninth floor. These penthouse suites, which offer the utmost of privacy, space, and comfort, also make for unforgettable moments with the largest private guest terraces in the city, equipped for relaxation and socialising.
Beyond the luxury facilities, what truly defines Rosewood Villa Magna is its ability to capture and reflect the vibrant spirit of Madrid. We are a sought-after meeting point for Madrid society, especially for the residents of the Salamanca district, so our guests experience a stay that is deeply rooted in local culture. We are also home to a remarkable art collection, including striking temporary exhibits, which fills each space in the hotel with vibrancy and creativity.
So, it’s fair to say that Rosewood Villa Magna is not only Madrid's most elegant and cozy hotel for its design and services but also for its welcoming atmosphere and genuine connection with Madrid life. Many refer to our hotel as “the place to be.”
inVOYAGE: How do you and your team ensure that each guest leaves with not just a stay but a memorable experience?
Friedrich: At Rosewood Villa Magna, every stay becomes a memorable experience thanks to our commitment to providing exceptional and proactive service, and this is personalised to guest’s preferences.
We achieve this by reaching out to each guest before they arrive. Our dedicated Guest Relations & Butler team get to know the preferences of our guests so that from the get-go they can prepare a special stay. The entire team, throughout the property are also committed to interacting with each guest in a meaningful way. We know that it is the little touches and thoughtful gestures that make the difference, so we aim to always surprise and delight our guests.
inVOYAGE: Managing a prestigious establishment like Rosewood Villa Magna surely comes with its own unique challenges. What does a typical day look like for you in overseeing the operations of such a renowned hotel?
Friedrich: Each day can be quite different. I have a routine of course, meeting with my leadership team, the chefs, and associates across the property, but of course, with events and seasonal activations my days can be quite diverse. My role involves a variety of responsibilities, from strategic planning to managing the operations, to ensure the overall success of the business.
Yet my real joy is always to meet with the guests, to ensure that each and every one feels welcome and is enjoying their stay in Madrid. This is the beauty and magic of hospitality for me, and why I so love my job.
inVOYAGE: Can you share any behind-the-scenes stories or anecdotes that encapsulate the essence of Rosewood Villa Magna?
Friedrich: The essence of Rosewood Villa Magna is the passion and creativity of the team. Behind the scenes there is a remarkable amount of preparation and planning for each seasonal event, activation, and experience. This is our commitment to each guest.
Each element is planned, from the different guest arrivals, events, F&B concepts, and rotating collaborations & pop ups – it is all down to teamwork.
One of the most fun meetings we have is our weekly brainstorming where associates from different departments come together to share thoughts, and to discuss ideas for further enhancing the experience for guests and colleagues. We always endeavor to create from within our hotel, rather than outsource. We want everything to come from the heart.
inVOYAGE: As someone deeply involved in the hospitality industry, what aspects of Rosewood Villa Magna are your personal favourites, and why?
Friedrich: The values of Rosewood Villa Magna are integral to everything my team and I do. Our commitment is to excellence, to personalized service, and sharing the vibrant culture of our destination.
Gastronomy is also a real favorite of our hotel. We have such diversity and exceptional quality within each of our dining options. From the signature dining of Amós by award-winning chef Jesús Sánchez, to the wonders of Las Brasas de Castellana, each provide a culinary journey that shares the rich gastronomic heritage of Spain, embodying our philosophy “Sense of Place.” Each meal is an opportunity for our guests to explore Spanish flavors in a sophisticated and welcoming local atmosphere.
The design and ambiance of the hotel is also close to my heart. The careful blend of elegance, comfort, and modern luxury in our rooms, suites, and especially in our exclusive Houses on the ninth floor, with their breathtaking views and terraces, make Rosewood Villa Magna not just a place to stay but a sanctuary within the city. These spaces are designed to be an ultra-luxury home away from home for our guests, ensuring a memorable experience.
We have also successfully integrated the hotel in the local community and society and therefore the experience we give to our guests is truly local and very different from other hotels in the city.
inVOYAGE: In a city as vibrant as Madrid, do you have personal recommendations or favorite spots in the neighborhood that you often suggest to your guests?
Friedrich: I am always happy to share my tips on the neighborhood with our guests, as there are such a richness of experiences to be enjoyed, from gastronomy, culture to fashion.
Our hotel is at the heart of the city’s most refined designer shopping, with the ‘golden mile’ of boutiques on Calle de Serrano just steps away.
Art lovers should not miss visiting the Opera Gallery, which is within walking distance of the hotel, one of the most important art hubs of the city. Moreover, for football fans, a visit to the Santiago Bernabéu Stadium is an absolute must, situated just a 15-minute walk from the hotel. This iconic stadium offers a unique glimpse into the world of Spanish football and is a memorable experience for any sports enthusiast (and we do have some amazing seats – we can create bespoke packages for guests including transfers, and hospitality in the private suite at the stadium).
Finally, on Sundays I like to take Lulu, our ‘Director of Pet and Fur Relations’ for a long walk into the famous Retiro park, about 12 minutes’ walk from hotel. It is a peaceful haven of nature and elegance in the city.
inVOYAGE: And finally, how do you see Rosewood Villa Magna evolving to meet the changing preferences and needs of modern travellers?
Friedrich: My team and I focus on continually refining and evolving guest experiences, reflecting contemporary trends and demands, whether that’s about sustainability or gastronomy. We always want to be up to speed with their needs and expectations. It might be challenging, but this is what makes this job so rewarding. Rosewood Villa Magna will continue to be ‘the place to be’ in the capital, where locals and foreigners meet to enjoy the best of life. I cannot wait to see all that we will continue to accomplish in the next few years.
InVOYAGE: Well, thank you for your insight, Friedrich! It’s been great talking with you today and I’m sure I can speak for our delegates when I say we’re very much looking forward to meeting the team in Madrid later this month!