Artistry and culture in the Swiss Alps.

How often can you proudly say, “I was a part of this”, while looking at a building that significantly shaped your community? Soon, residents of Saanenland will have two such landmarks to admire: the Grand Hotel Sonnenhof and the Gstaad Concert Hall. GstaadLife had the privilege of getting an exclusive talk with Antonia Crespi about the exciting development of architectural projects and culture in Saanenland.

A Revival of Grandeur
The Grand Hotel Sonnenhof is a monumental project. This legendary building is set to be rebuilt to its former glory and infused with new life through wooden extensions designed by world-renowned Swiss architects Herzog & de Meuron.

While internationally acclaimed architects and interior designers are shaping the project, the majority of the construction is being handled by local firms. Chaletbau Matti and Bach Immobilien solidify their longstanding relationship by promising once more to deliver far beyond what we would expect from an alpine project.

Antonia points out that this collaboration also creates a collective com munity feeling of accomplishment, literally from the ground up. “At the const r uction site, I once saw a female truck driver beaming with pride as she worked, her smile lighting up her face.” This sense of pride extends from construction workers to carpenters, and a project of these dimensions creates a lot of work within the community, especially with the many incredibly skilled workers we have in Saanenland.

Putting Saanen on the map
The choice of Herzog & de Meuron is significant as it raises Saanenland's architectural profile on an international scale. This is currently the only private commercial project by Herzog & de Meuron in Switzerland, highlighting the importance of the region.

A project designed by Herzog & de Meuron naturally attracts art enthusiasts interested in gastronomy and culture. It sends a strong message to other Alpine regions that Saanenland is more than just a holiday destination; it’s a place worth exploring for all-year-round living.
In June, another exciting project saw daylight – the new LeRosey campus behind the Gstaad train station, a collaboration between Norwegian architect firm Snøhetta and local architect firm Jaggi. It already promises to be more than just a school campus and will be a great asset for the region.

Around the same time, plans for the Gstaad Concert Hall were revealed to the public. This ambitious “community-owned” project will serve as a cultural beacon, enhancing the region's appeal. It aims to enhance the town’s facilities while preserving the balance between sports and cultural activities.

This project exemplifies the power of communal and private organisations working together harmoniously.

Can you comment on the choice of architects? It is quite the scoop to get them for these projects.
“Yes, indeed, but I can only speak for the collaboration between Herzog & de Meron and us. I think they are thrilled to be able to bring a true legacy to the region for generations to come. We should think that HdM are not only redesigning the landscape but also contributing to Gstaad Saanen’s new status as a cultural hub for residents and visitors – in other words, building on the trail that we’ve been blazing with Elevation 1049, Tarmak22, Hauser & Wirth, and so many other art and design leaders in our community.”

But do we really need yet another 5-star hotel, concert halls and multi-functional campus in the region?
“I think Gstaad residents are aware of how The Alpina positively reshaped our village and remember well how questioned the project was at inception. Experience then went to show that we needed it: It gave us the platform to raise the bar in Gstaad, reaching new heights in terms of service and quality that added to its destination status. In the same manner, Grand Hotel Sonnenhof will attract international visitors seeking Swiss quality, dedication and standards.”

How much do you influence the work process to maintain the right balance between urban and alpine? HdM is known for their ability to tap into a location's local DNA, but I imagine you must have had a specific vision.
“Yes, we work closely with all our partners to channel and create a specific vision. At Bach Immobilien, we’re convinced that people come to Gstaad for the so-called Alpine style, and we are wholehearted fans ourselves. I like to think that what we do is update Gstaad’s trademark cosy mountain feel to global community standards – and we invite all our collaborators and partners to join in a New Alpine universe if you’d like to call it that.”

Antonia is a co-founder of Tarmak22 and Casa Gstaad, and she once said in an interview, “Art isn’t just something to hang on your wall for your guests. Art is like literature and music and other cultural pursuits – an expression of what’s happening in the world. The artist isn’t interested in how much you know but in how you react. Art can be beautiful, and art can be disturbing, but it’s always about what it says to you.”

You created Casa Gstaad, a multifunctional creative space – how did that happen?
“It was very spontaneous. There was this charming historical building in the middle of town that I initially wanted to rent, but I ended up buying it and meticulously restoring it to its original beauty. My goal was to create a space that married the traditional look of the region with a contemporary touch.”

You facilitated a very special collaboration with Chanel last season, and they made a marvellous pop-up with a curated selection of designs that blended perfectly with the art and interiors at Casa Gstaad. Was this how you intended the space to be used?
“Absolutely. I wanted to generate a cultural driving force in the area and support creators in their vision and expression. I always envisioned Casa Gstaad as a site for creative collaboration. Its dialogues are meant to bring artists, creatives, and design enthusiasts together for intimate dinners where conversations and exchanges of knowledge spark new ideas and connections.”

Can you apply this vision to your daily role as creative director? Does this balance between insights into art and culture help ensure that your different projects resonate with the local environment and art community?
“It’s my day job to ensure all our projects resonate with the local community and environment. Gstaad can only grow with projects that respect both the community and the environment. I hope one day I will be very proud of all the results that our hard work will bring!”

I am curious to know more about the Grand Hotel Sonnenhof beyond what's been "grapevined". The choice of interior firm is exciting, and the direction reminds me of a contemporary take on a Russian dacha, with exquisite detail in layered woodwork and ethnic patterns on alpine fabric. (It’s Very YSL, by the way.)

Antonia is personally involved in selecting the art for the hotel, adding a unique touch to the interiors. I asked her to elaborate.

“We chose Festen, the Paris-based interior design studio, to create a look that is super sophisticated, like everything they do, yet one hundred percent Alpine. You will notice that the interior design proposition is profoundly respectful of the region’s design codes, but it also has that je ne sais quois that makes it very contemporary.”

…As the projects progress, I find myself growing more excited about the positive impact these new landmarks will have on our community. It's not just about enhancing the local landscape; it's about enriching our cultural fabric and creating spaces that we can all be proud of.

JEANETTE WICHMANN

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