An exclusive interview with Friedrich von Schönburg, Managing Director of Rosewood Villa Magna, by Leslie Fernandez, Managing Editor, LLQ Lifestyle.
An esteemed member of The Prestige Collection, Rosewood Villa Magna has long been a symbol of luxury and charm, located in the heart Madrid, nestled along the prestigious Paseo de la Castellana. Following a meticulous refurbishment, the hotel has reemerged as a beacon of modern sophistication. At its helm stands Friedrich von Schönburg, whose distinguished career and deep connection to the world of hospitality make him the ideal leader for this iconic property.
We sat down with Friedrich to discuss his journey, vision, and what sets Rosewood Villa Magna apart in the vibrant Madrid hospitality landscape.
A Personal Approach to Luxury: Inside Friedrich von Schönburg’s Philosophy
LLQ: Congratulations on your role as Managing Director of Rosewood Villa Magna. What drew you back to the Rosewood family and to this particular property?
Friedrich von Schönburg: Returning to the Rosewood family feels like coming home. My journey with Rosewood began at Rosewood London, where I witnessed firsthand the brand’s dedication to creating unforgettable guest experiences. Villa Magna is particularly special because it’s not just a hotel; it’s a Madrid icon. The recent transformation has elevated its legacy while staying true to its roots. I couldn’t be more excited to lead this chapter.
LLQ: Your career has spanned some of the most prestigious hotels in Europe. How have those experiences shaped your approach to leading Villa Magna?
Friedrich von Schönburg: Each step of my career has been a building block. Working at legendary properties like The Connaught and Claridge’s in London taught me the importance of precision and timeless elegance, while my time at El Palace Barcelona emphasized how to seamlessly blend tradition with innovation. These experiences have instilled in me a profound respect for heritage, balanced with a desire to push boundaries in hospitality. At Villa Magna, my focus is on delivering personalized experiences that reflect Madrid’s vibrancy and Rosewood’s philosophy of “A Sense of Place.”
LLQ: The refurbishment of Rosewood Villa Magna has been widely praised. How does the redesign embody the spirit of Madrid while meeting the expectations of today’s luxury travelers?
Friedrich von Schönburg: The refurbishment was a labor of love, blending Madrid’s rich history with contemporary luxury. The design honors the hotel’s original 1972 charm but integrates modern aesthetics and comforts. Every detail, from the art to the cuisine, reflects Madrid’s dynamic character. We’ve worked hard to ensure the property feels both timeless and fresh, offering our guests an authentic yet elevated experience.
LLQ: Friedrich, what are the unique selling points (USPs) that set Rosewood Villa Magna apart in Madrid’s luxury hospitality scene?
Friedrich von Schönburg: Rosewood Villa Magna is truly special in so many ways. First, its location: we’re in the prestigious Salamanca district, right on the emblematic Paseo de la Castellana, one of the greenest and most beautiful avenues in Europe. The hotel itself is surrounded by mature, landscaped gardens, and our main entrance is set back from the avenue, offering a rare sense of privacy and serenity from the moment guests arrive.
On the ninth floor, we have two exclusive penthouses: the Royal Anglada House and the Marquis of Salamanca House. These feature the largest suite terraces in the city, complete with barbecue, dining, and relaxation areas, and they boast panoramic views of Madrid that are simply unmatched. Together, these elements create an environment of exclusivity and tranquility, right in the heart of the city.
LLQ: Tell us about the dining experience at Rosewood Villa Magna.
Friedrich von Schönburg: We offer four distinct dining venues, each with its own personality. “Las Brasas de Castellana” serves contemporary cuisine in a sophisticated setting, while “Amós”, our Michelin-starred restaurant, is a celebration of northern Spanish gastronomy. “Flor y Nata” is a delightful patisserie perfect for lighter bites and afternoon tea, and “Tarde.O Bar” offers a chic atmosphere for crafted cocktails and tapas. All venues feature both indoor and outdoor spaces, allowing guests to enjoy Madrid’s wonderful climate.
LLQ: What excites you most about this next phase for Rosewood Villa Magna?
Friedrich von Schönburg: The opportunity to redefine ultra-luxury hospitality in Madrid excites me most. Villa Magna is perfectly poised to be a cultural hub, not just for travelers but for the local community as well. We’re introducing world-class dining experiences, an extraordinary spa, and bespoke services that set a new standard. I’m also thrilled to work with a passionate team to bring Rosewood’s core values to life in every aspect of the guest journey.
LLQ: Friedrich, what do you believe is the essence of creating memorable guest experiences in a hotel like Rosewood Villa Magna?
Friedrich von Schönburg: For me, it’s all about the personal touch—the little things that make a big difference. Whether it’s leaving a handwritten note in the guest’s room or connecting with them in the lobby or restaurant, these gestures create a sense of individuality and care that guests take home with them. They’re the moments they’ll talk about and remember.
I personally love spending time in the lobby and restaurant, meeting our guests and hearing their stories. Unfortunately, as my responsibilities grow, I spend less time out there and more in the office. That’s why I always encourage my team to seize every opportunity to connect with our guests. We’re privileged to host such fascinating people, and building those relationships is key. Indeed, I continue to maintain acquaintances with guests I met when working at hotels years ago. Some even follow me here to Villa Magna! Creating unique, personalized experiences is not just rewarding—it’s what makes this work truly special.
LLQ: How does Rosewood Villa Magna cater to the Middle Eastern market?
Friedrich von Schönburg: The Middle Eastern market is a growing and important segment for us. Guests from this region often seek exclusive, ultra-luxury properties that provide top-tier experiences, and Rosewood Villa Magna is perfectly positioned to meet those expectations. Located in the heart of the Salamanca district’s ‘Golden Mile,’ we’re surrounded by the best national and international luxury boutiques, along with outstanding restaurants and bars.
We’re also close to the Santiago Bernabéu Stadium, making us an attractive choice for football enthusiasts. On top of that, Rosewood’s reputation as a globally renowned luxury brand offers significant credibility and appeal for Middle Eastern travelers. We work hard to ensure their experience here is as personalized and seamless as possible, catering to their preferences and exceeding their expectations.
LLQ: You’ve spent years mastering the art of hospitality. What’s one principle you believe every great hotel should uphold?
Friedrich von Schönburg: Authenticity. Guests today seek more than just luxury—they crave meaningful connections and genuine experiences. At Villa Magna, every interaction, whether it’s a concierge recommendation or the ambiance of our spaces, is designed to resonate personally with our guests. When you combine authenticity with excellence, you create something truly memorable.
LLQ: Finally, what does Madrid mean to you personally?
Friedrich von Schönburg: Madrid is my home and my heart. It’s a city that celebrates life, culture, and community with unmatched energy. Leading Rosewood Villa Magna here is a privilege, and I’m proud to contribute to the city’s legacy as a global destination.
With this exclusive look into Rosewood Villa Magna, LLQ Lifestyle bring a piece of Madrid’s charm and sophistication to Doha. As Friedrich von Schönburg and his team redefine ultra-luxury hospitality in the heart of Spain, we aim to bridge the cultural and experiential gap, inspiring our readers to explore, indulge, and embrace the unique stories behind the world’s most exceptional destinations. Stay tuned as we continue to uncover the best that Madrid—and the world—has to offer.
