As published in Hospitalitynet (24 october 2013)
W Hotels Worldwide, part of Starwood Hotels & Resorts, Inc. 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".
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