Cross the Line: W Hotels Worldwide Unveils Innovative Design Concept at W Verbier (Switzerland)
World-Renowned Design Firm, Concrete Architectural Associates, Showcases Cutting-Edge Design Inspired by the Carve of the Ski, Combining New York Urban Cool with the Energy and Tradition of the Swiss Alps, at the W Brand’s First Alpine and Ski Retreat |
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Cross the Line: W Hotels Worldwide Unveils Innovative Design Concept at W Verbier (Switzerland)
World-Renowned Design Firm, Concrete Architectural Associates, Showcases Cutting-Edge Design Inspired by the Carve of the Ski, Combining New York Urban Cool with the Energy and Tradition of the Swiss Alps, at the W Brand’s First Alpine and Ski Retreat |
Category: Europe - Switzerland - Industry economy
- Hotel opening
This is a press release selected by our editorial committee and published online for free on 2013-10-24
W Hotels Worldwide, part of Starwood Hotels & Resorts, Inc. (NYSE:HOT), will make its debut in Switzerland on 1st December 2013 with the opening of W Verbier and The Residences at W Verbier. Owned by Les Trois Rocs, the W brand’s first alpine and ski retreat is ideally situated at the foot of the slopes beside the Médran gondola. Featuring four traditional wooden chalet-style buildings, each connected by a contemporary glass atrium, the retreat will offer global jetsetters and Verbier enthusiasts immediate ski-in, ski-out access to all of the exciting alpine action.
Award-winning Dutch design agency Concrete Architectural Associates has created a design ethos for W Verbier inspired by the dynamic carve of the ski through the snow. Introducing a completely new concept to Switzerland and Verbier – one of the world’s hottest ski destinations – W Verbier’s innovative interiors will juxtapose New York’s urban cool against traditional Swiss design and the stunning mountainscape. The design also brings to life the energy of the alpine sporting world, whose presence is so strongly felt in Verbier, with the interiors allowing guests to carve their own trail of experiences through the hotel.
“Bringing the W brand to Verbier, one of Europe’s most stunning and vibrant alpine resorts, will mark a true milestone in the global expansion of W Hotels into the world’s most exciting destinations,” said Paul James, Global Brand Leader, W Hotels Worldwide, St. Regis and The Luxury Collection. “At W Verbier, alpine enthusiasts and global jetsetters will experience the brand’s unique lifestyle programming and cutting-edge design amidst a jaw-dropping mountain backdrop.”
“For the first W alpine retreat, we wanted to provide guests with an unforgettable experience using interiors that complement the breathtaking scenery surrounding the hotel,” said Rob Wagemans, founder and creative director, Concrete Architectural Associates. “Our design introduces smooth lines that carve through the spaces with contrasting materials reflecting the simplicity, beauty and energy of Verbier and the contemporary cool of New York.”
In the public spaces and guest rooms, natural materials will be juxtaposed against sporty synthetics and contemporary fabrics. Seating areas will be carved out of solid wood blocks; climbing ropes will be used to hang lamps; local stone will clad walls and Welcome desks; upholstery and soft furnishings will be covered in leather, nylon, fur and lycra. Cosy fireplaces will appear throughout the public spaces and will be a key feature in each of the hotel’s 123 stylish guest rooms and suites, including one Extreme WOW Suite (W’s interpretation of the Presidential Suite). In the guest rooms, rustic wooden, chalet-style features will provide a warm contrast to sleek furnishings and contemporary lighting with mischievous animal footprints in the corridor carpets leading a pathway to the rooms. All guest rooms and suites will boast balconies, many offering spectacular views of the surrounding mountainscape.
The glass atria connecting the four chalet buildings will allow natural light to flood into the spaces, creating a link between the mountain slopes above and the views of the valley below. One of these atria will feature a decorative climbing wall with statement gold and silver climbing stones, whilst another will house a giant showpiece staircase leading down to the entrance to W Verbier’s exclusive destination bar, Carve.
W Verbier will offer international jetsetters and local insiders vibrant gourmet and lounge experiences including:[/h3Restaurant Arola – In collaboration with two-Michelin-star Spanish chef Sergi Arola, the hotel’s signature restaurant will feature two stylish venues.
‘Arola,’ the extrovert part of the venue, will offer a spacious outdoor terrace with spectacular views on the alpine panorama and present a modern twist on Swiss classics. The core of the restaurant will feature floor to ceiling backlit cabinets filled with bottles of an impressive array of cooking essentials including olive oils and vinegars.
‘Eat-Hola,’ tucked away behind the backlit cabinet, will feature a 25m long tapas bar facing the open, marble clad kitchen. Enjoy excellent tapas and hand crafted cocktails in a stylish, social scene.
Carve – The hotel’s destination bar will be the place to see and be seen in Verbier, with a striking, vivid red curved entrance leading through to an intimate bar area where late-night action will unfold. Dramatic black walls and furnishings will accent a field of convex ceiling mirrors, whilst benches of varying lengths will make seating appear to be carved out of the material.
W Café – Located directly in front of the Médran gondola, W Café will be the ideal alpine refreshment stop with oversized windows looking out onto the buzzing social scene. Oak, natural stone and leather will be offset by sporty features, such as lamps hanging from climbing ropes.
W Living Room – W’s take on the traditional lobby space, the Living Room is where guests can enjoy a new, unique twist on après-ski cocktails with warm woods and cosy furnishings surrounded by roaring fires. Floor-to-ceiling windows will lead to a balcony seating area and will offer spectacular views of the valley below.
For complete relaxation, W Verbier will offer the brand’s signature AWAY Spa with a luminous, white reception area leading through to a darker, cocoon-like pampering zone that will include nine intimate treatment rooms, a sauna, Jacuzzi and hammam. In addition to panoramic views down the valley, the indoor/outdoor WET deck will feature its own buzzing bar area and underwater lighting that will transform the pool from day to night. W Verbier will also feature FIT state-of-the art fitness centre, as well as the W brand’s signature Whatever/Whenever service, providing guests with whatever they want – from state-of-the-art ski equipment to a private jet service – whenever they want it, as long as it’s legal!
The opening of W Verbier will mark a significant milestone in the W brand’s global expansion, following the debuts of W Paris – Opéra, W Singapore - Sentosa Cove, W Bangkok in 2012, and the recent opening of W Guangzhou this year.
W Verbier is now accepting reservations, including group arrivals and event bookings. The hotel is currently offering seven nights for the price of six and 14 nights for the price of 12 on all room types, including suites, for bookings made before 30th September 2013 (excluding Christmas season).
About W Hotels WorldwideW Hotels is a contemporary, design-led lifestyle brand and the industry innovator with 44 hotels and retreats, including 16 W-branded residences, in the most vibrant cities and exotic destinations around the world. Inspiring, iconic, innovative and influential, W Hotels provides the ultimate in insider access, offering a unique mix of cutting-edge design and passions around fashion, music and entertainment. W Hotels offers a holistic lifestyle experience that is integrated into the brand’s sensibility through contemporary restaurant concepts, glamorous entertainment experiences, stylish retail concepts, signature spas and inspiring residences. With more than 14 years of proven success, W Hotels is on track to reach 60 hotels by 2017. W Hotels have been announced for Milan, Shanghai, Beijing, Bogota, Abu Dhabi, Mumbai, Dubai, Jakarta, Panama, Muscat, Suzhou, Changsha, New Delhi, Kuala Lumpur, and Sante Fe, Mexico, while upcoming W Retreats include Verbier, Goa, and Mexico’s Riviera Maya.
About Concrete Architectural AssociatesConcrete develops concepts. We develop them in architecture, interior design, urban development and brand development. Concrete unites people. We work with a team of 40 multidisciplinary creatives as architects, interior designers and visual marketeers to help businesses and institutions. Concrete loves provoking, confusing, philosophizing, scale models, haute cuisine, burgers, and (most of all) shattering dogmas. Concrete provides solutions. No grand theories or abstract ideas. Just things that work. Concrete likes to let the work do the talking…W Hotels Verbier, London, Amman, Mumbai, Supperclub World Wide, CitizenM World Wide, Westfield Foodcourt WTC New York, restaurant Vicool Hong Kong, Mazzo restaurant Amsterdam, Andaz Hotel München, SocietyM London, Hyundai finance stores Seoul, Bose stores Europe, La Cave de Epicerie de Bon Marché Paris, Restaurant Noble den Bosch...
About Les Trois RocsLes Trois Rocs is the team behind the highly acclaimed Médran Project, a pedestrian-friendly development which will include the new W Verbier, The Residences at W Verbier and commercial spaces set idyllically at the foot of the slopes of Verbier. Médran was conceived as part of a plan to offer holiday luxury, while adhering to the genuine spirit and charm of the Swiss Alps. An impressive line-up of experienced industry professionals make up the Les Trois Rocs team. Due to be completed in 2013, the Médran Project will provide visitors with unprecedented luxury, while adding beauty and pride to Verbier’s local community.
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