La Loupe Lech Zürs Sommer No 12
Damals wie heute Der Bergsommer ist da. Dort, wo im Winter passionierte Skisportler ihre Schwünge ziehen, zeigen sich nun blühende Wiesen von ihrer schönsten Seite. Langläufer im Zugertal wandeln sich zu Golfspielern, die auf Österreichs höchstem Platz abschlagen und E-Biker erkunden die einzigartige Natur dort, wo noch vor wenigen Monaten meterhoch Schnee lag. Wenn man beim diesjährigen Stammgästetreffen treue Urlauber dazu befragen würde, wäre die Antwort womöglich: „Vor 30 Jahren war das alles noch eine Vision!“ Heute bietet die Arlbergdestination im Sommer neben abwechslungsreichen Sportmöglichkeiten auch einige hochkarätige Kulturveranstaltungen: Angefangen vom traditionellen Arlberger Musikfest bis hin zum renommierten Philosophicum. Bei all den Veränderungen ist Lech Zürs jedoch immer seiner Identität treu geblieben und wird auch in Zukunft ein Refugium für private „luxury moments“ sein.
Damals wie heute
Der Bergsommer ist da. Dort, wo im Winter passionierte Skisportler ihre Schwünge ziehen, zeigen sich nun blühende Wiesen von ihrer schönsten Seite. Langläufer im Zugertal wandeln sich zu Golfspielern, die auf Österreichs höchstem Platz abschlagen und E-Biker erkunden die einzigartige Natur dort, wo noch vor wenigen Monaten meterhoch Schnee lag.
Wenn man beim diesjährigen Stammgästetreffen treue Urlauber dazu befragen würde, wäre die Antwort womöglich: „Vor 30 Jahren war das alles noch eine Vision!“ Heute bietet die Arlbergdestination im Sommer neben abwechslungsreichen Sportmöglichkeiten auch einige hochkarätige Kulturveranstaltungen: Angefangen vom traditionellen Arlberger Musikfest bis hin zum renommierten Philosophicum. Bei all den Veränderungen ist Lech Zürs jedoch immer seiner Identität treu geblieben und wird auch in Zukunft ein Refugium für private „luxury moments“ sein.
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“I love the atmosphere<br />
of old factory<br />
halls with their huge<br />
metal pillars and<br />
visible brick walls.”<br />
“When I think<br />
of the Arlberg,<br />
my golfer-heart<br />
rejoices.”<br />
<strong>12</strong>4<br />
there are no power outlets or water connection – and an interesting<br />
concept that forms the basis for good marketing.<br />
L.L. A former tobacco factory in Linz, Arthotel Blaue Gans in<br />
Salzburg and Vienna’s Ottakringer Brewery – your pop-up<br />
shops can be found in rather extraordinary places. How do<br />
you find these special locations and what prerequisites do<br />
they have to meet?<br />
S.V. In this case you have to differentiate between pop-ups<br />
that I organise and ones that have been organised by others.<br />
And complexity depends on how long you want the planned<br />
pop-up for.<br />
My own REFISHED-only events, like the one at Blaue Gans in<br />
Salzburg is organised directly with the space’s owner, in this<br />
concrete case with Andreas Gferer, the hotel owner. I picked it<br />
because of its ideal location in the old town and because it’s a<br />
stylish Arthotel which harmonises perfectly with REFISHED.<br />
In the past years, more and more design markets were created<br />
– like feschmarkt, a platform for young artists and designers.<br />
Each event runs for three days and gives 100 exhibitors the opportunity<br />
to offer their works in extraordinary spaces like old<br />
factories. As a designer, you have to apply with the organisation<br />
and if you’re lucky you get to be there. The customers that<br />
are attracted by the large pop-up and they come face-to-face<br />
with young labels. Since one of my product lines is made out of<br />
upcycled cement bags I do love the atmosphere of old factory<br />
halls, with huge metal pillars and visible brick walls.<br />
So, my first thought always is: Does the place go with my<br />
product or where does the product fit in?<br />
L.L. <strong>No</strong> matter if it’s in big metropoles or idyllic small towns,<br />
pop-ups are quite the hype right now. How come this type of<br />
shopping culture is so popular?<br />
S.V. Most people look for progress and for new things; which<br />
is why they enjoy the inspiration provided by pop-up artists.<br />
Many come to pop-ups to check out new things, or they are<br />
looking for a very special gift for the family – and of course, we<br />
are the perfect place to get it.<br />
L.L. You are a passionate golfer and skier which is why you<br />
enjoy spending time in <strong>Lech</strong> <strong>Zürs</strong>. Why do you keep coming<br />
back to the Arlberg?<br />
S.V. When I was a child my family and I used to come to <strong>Zürs</strong><br />
every winter. And in keeping with this tradition I myself have<br />
been coming to the Arlberg for a few years now.<br />
It’s here where I learned to love and respect powder snow, the<br />
varied terrain the Arlberg has to offer is<br />
simply unique – no other region in Austria<br />
can keep up. My skier-heart rejoices<br />
at the thought of Wiesele already!<br />
However, the Arlberg has quite a lot<br />
to offer in summer too – and, finally –<br />
when I think of the Arlberg now, my<br />
passion for golf is satisfied, as well. The<br />
reason is the newly built golf course<br />
<strong>Lech</strong>: an amazing 9-hole course at 1,500<br />
altitude metres at the heart of the Alps.<br />
As a girl from Salzburg I simply feel at<br />
home in the mountains and in summer<br />
I love to combine my love for the<br />
mountains with golf. My motto: Home is<br />
where my mountain is (laughs).<br />
My insider tip for feeling right at home:<br />
Pension Gradenburg in <strong>Lech</strong>, a charming<br />
guesthouse with a warm heart<br />
and – not to forget – really excellent<br />
cuisine.<br />
L.L. <strong>Lech</strong> <strong>Zürs</strong> is known for its stylish<br />
shops, hip flagship stores and traditional<br />
craft. What do you think makes<br />
shopping so unique here?<br />
S.V. What I like about shopping here in<br />
particular is the Arlberg atmosphere: a<br />
mixture of sports and luxury that does<br />
not feel aloof. When you strollthrough<br />
<strong>Lech</strong> in winter and the skiers push past<br />
you in the snow-covered streets<br />
SISSI VOGLER‘S WORDRAP<br />
When I think of <strong>Lech</strong> & <strong>Zürs</strong> I see …<br />
endless powder slopes in the sun<br />
… in my mind’s eye.<br />
Shopping &<br />
Lifestyle<br />
Mountain our sea?<br />
That’s a mean question! Can I say both?<br />
Definitely mountains in winter!<br />
Without my travels …<br />
I would not appreciate my stunningly<br />
beautiful home like this.<br />
My favourite REFISHED product:<br />
The Soulmate (shopper and beach bag),<br />
definitely; there simply is nothing<br />
more practical.<br />
Sustainability means …<br />
looking beyond one’s horizon, thinking<br />
ahead, considering what’s best for everyone,<br />
and acting together.<br />
Famous Salzburger <strong>No</strong>ckerl or Cambodian<br />
Loc <strong>La</strong>k?<br />
I love Loc <strong>La</strong>k and I think everyone should try<br />
it. But when I come home from a long trip<br />
I always look forward to the local cuisine,<br />
and of course, Salzburger <strong>No</strong>ckerl are a<br />
must (laughs).<br />
<strong>12</strong>5
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