Alpine
Design : W Verbier
flair
W Verbier aims to blend its urban-chic brand Vibe With some stunning natural surroundings . by Ann BAgEL STOrck , mAnAging EdiTOr
W
Hotels Worldwide may have urban roots , but as the Starwood Hotels & Resorts Worldwide brand seeks to widen its reach — the goal is to have 60 W properties by 2017 — W is expanding into all kinds of destinations , including the Swiss Alps . Last December W opened its 45th property , in Verbier , Switzerland — a locale quite different from W ’ s New York City birthplace , which presented some design challenges .
“ For W Verbier , the design narrative is ‘ Carved ,’ inspired by the carve of a ski through the snow , combining the New York urban edge with the energy and tradition of the Swiss Alps ,” explains General Manager Pierre-Henri Bovsovers .
Local laws demanded the new-build hotel ’ s four main buildings ’ architecture follow the traditional Swiss chalet style , but lead interior design firm Concrete Architectural Associates contrasted this with contemporary interiors that in some cases seem to merge with the outdoors , as in the glass atria that connect the main buildings . In one of these , an oversized showpiece staircase dominates the space .
“ We transferred the slope of the mountain into a giant staircase with comfortable benches where guests can relax ,” says Lisa Hassanzadeh , Concrete ’ s partner / head of interior . “ During the day they can enjoy the spectacular view down the valley whereas at night the staircase is illuminated in deep red light to create an intimate mood .”
Those types of contrasts abound at W Verbier . Take W ’ s signature Living Room , which in Verbier includes details such as a carved light feature made from different types of wood that contrasts with components such as a bright white , glacier-inspired bar . There is always an emphasis on the surrounding scenery as well , with the Living Room boasting an outdoor terrace and all 123 guestrooms offering balconies .
Bovsovers says the property ’ s main feeder markets are the United Kingdom followed by France , Switzerland , Scandinavia , Benelux , the United States ,
28 HOTELS March 2014 www . hotelsmag . com