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4 years ago

La Loupe Kitzbühel No. 2 Summer Edition

  • Text
  • Yoga
  • Vorderstadt
  • Tirol
  • Loupe
  • Films
  • Festival
  • Freizeit
  • Kunst
  • Bernd
  • Genuss
  • Www.laloupe.com
Ein Sommer der tausend Möglichkeiten Kitzbühel in der warmen Jahreszeit – ein Fest für alle Sinne. Die frische Bergluft einatmen, die Füße nach einer Wanderung im kristallklaren Wasser der Kitzbüheler Ache abkühlen, die Zeit wie Olympiasiegerin Lisi Osl beim Mountainbiken vergessen oder Körper und Geist bei Yoga mit Tania Wimmer in Einklang bringen. Einfach gesagt: In der Gamsstadt den Moment genießen! Mitreißen lassen beim vielseitigen Programm des Kitzbüheler Filmfestivals, in Tracht auf dem Jahrmarkt abfeiern, romantische Musik beim „Klassik in den Alpen“-Open Air genießen, exklusiv shoppen bei Iris von Arnim in der malerischen Altstadt, den Abschlag auf einem der vier Golfplätze in herrlicher Bergkulisse perfektionieren, sich bei Bernd Gruber von Interior-Design inspirieren lassen und den Kochlöffel bei Kochkursen im „Winkler´s Neuwirt“ schwingen...das sind nur ein paar wenige Möglichkeiten, um den Sommer in Kitzbühel unvergesslich zu machen. Wir könnten bereits auf dieser Seite all unsere Tipps verraten, aber wir möchten, dass Sie neugierig bleiben. Um Ihnen die Auswahl zu erleichtern, finden Sie auf den nächsten 160 Seiten alles, was Sie zu einem wunderbaren Aufenthalt in der Gamsstadt wissen müssen. Wir freuen uns über Feedback zu unserer neuen La Loupe-Ausgabe und wünschen Ihnen einen schönen Urlaub am Fuße der Streif...

engl. ∕ The metallic

engl. ∕ The metallic rattling sound at the chair lift’s towers, a mountain biker’s heavy breathing – with extraordinary images and sounds Andreas Hafele manages to create an authentic image of Tyrol that is now being broadcast all over the world as part of the new Tyrol advertising spots. The director told La Loupe why advertising has to be honest these days and why a good film requires quite a bit of Tyrolean “grit”. 104 L.L. Mr Hafele, your winter and summer spots for Tyrol advertising are quite different from classic tourism films that usually focus on idyllic nature shots and atmospheric music. Why is it that Tyrol presents itself via intense driving snow and the sounds of chair lifts? A.H. In my mind driving snow and storms are beautiful, atmospheric weather. Sounds, even those of a chair lift, are music to my ears. The mountains of Tyrol hide so many spots that only show their true power in rough weather. It is my goal to sensitise the observers’ eyes and ears, trigger observations and memories that constitute that alpine attitude to life. For the Tyrol advertising spots, we have developed a sort of formula for storytelling that emphasises the sounds – so the way Tyrol sounds – in particular.

Together with my colleague Peter Kollreider’s “Höragentur” (i.e. listening agency), I have developed the idea of giving sounds a stage and consciously counteracting the trend of loud orchestration. In our spots, we let Tyrol sound. And this is also audible in the current spots, where every day sounds become almost musical. L.L. What was the responsible persons’ initial reaction – in a rather conservative Tyrol? How did you convince people of your idea? A.H. Tyrol advertising actually liked the film, because the responsible persons there are visionary thinkers. We had a profound debate about the brand value and the photographic imagery. And with our idea of “making tracks” we put this into practise – by leaving traces in the landscape, experiences in the nature leave their traces in us. He deals with the brand’s depth and tries to break up conventions. In general, we try not to do things the way they have always been done. Bad weather is beautiful weather, too, if you present it in the right way. L.L. It’s beautiful to be able to attract people’s attention with something positive. One often hears that advertising must be colourful, extravagant and loud in order to make sure it sticks in people’s heads. Your spot is different but beautiful. A.H. It’s not a scandal film, we simply decided to slim down the design. One can film a lift tower to make it look ugly and repulsive – or impressive and photographed in an artistic manner. That was our goal. L.L. With your films you paint pictures that coin Tyrol’s international image. Are you aiming to change that image? A.H. Of course I want to coin that image, to make it modern and authentic. The sensitivity to media that our target group has is much higher than we like to think and the observers immediately notice whether you’re trying to sell them a fabricated image or whether you’re taking them seriously. And I think you can only win with honesty. The images of the endless blue sky, with the sun shining on the mountains – they are simply worn out, replaceable and have been used by thousands of tourism destinations for decades. As a result, it becomes impossible to be different, Kunst & Kultur “The mountains of Tyrol hide so many spots that only show their true power in rough weather.” “Of course I’d like to coin the image – make it modern and authentic.” “As far as design goes my films are intended to meet international standards – which is then paired with honesty towards the country.” 105

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Kitzbühel

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La Loupe Kitzbühel No. 4 Summer Edition
La Loupe Kitzbühel No. 2 Summer Edition
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Lech Zürs

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La Loupe Lech Zürs No. 16 - Sommer
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Niederösterreich

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LA LOUPE BERGERLEBNIS NIEDERÖSTERREICH NO. 1

Salzburg Stadt + Land

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La Loupe Salzburg No.1 - Winter Edition
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St. Anton am Arlberg

St. Anton, St. Christoph

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Zillertal

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LA LOUPE ZILLERTAL NO 2
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Sonderausgaben

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Diverse Magazine

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