Rosewood is a name built on quiet luxury—where privacy isn’t just policy, it’s part of the brand’s DNA. But what happens when that brand lives right at the centre of one of the loudest nights of the year?
We were asked to ideate ways the brand could create content around the high anticipated MET gala. The thinking that followed was born from a simple tension:
How can a brand built on privacy participate in a moment built on exposure?
The work you'll see here wasn't all created—In the end, we brought two pieces to life:
A fast-turnaround reel celebrating all the people who left their mark on the hotel over Met Gala weekend, and a beautifully simple, one-day shoot with Ociric—Rosewood The Carlyle’s longtime Bellman, and one of the very first person to see each look before it steps out into the world.
Katy Perry
Doja Cat
Jared Leto
IDEA 01 — Typical Met Gala Questions
WHAT
A behind-the-scenes content series revealing the bizarre, hilarious, and ultra-specific questions guests ask — usually linked to their outrageous outfits.
WHY
Because the outfits aren’t just iconic — they’re logistically absurd. Audiences love the chaos that comes with navigating a hotel while wearing a chandelier or a ten-meter train.
HOW
Reels feature Rosewood staff sharing quirky requests from Met Gala guests.
IDEA 02 — Kaviar and Marshmallows
WHAT
A surreal photo series showcasing eccentric, luxurious, and oddly mundane room service orders by celebrity guests. All kept anonymous.
WHY
By not revealing who ordered what, we spark curiosity and social speculation. It balances playful mystery with Rosewood’s legacy of discretion.
HOW
Each post becomes part of a visual guessing game: “Who do you think ordered this room service?”
IDEA 03 —The Stories of the Carlyle Bellman
WHAT
We created a documentary-style Instagram Reel around Ociric Beato, the long-serving bellman at The Carlyle with over 18 years of experience — and one of the first person to see the iconic Met Gala looks.
WHY
To build cultural anticipation ahead of the Met Gala by spotlighting the man who literally elevates fashion… before anyone else.
HOW
Ociric shares his favourite memories and style moments in a cinematic reel, set in the historic Rosewood Carlyle elevator.