INTERVIEW
7
There is an old proverb about Switzerland that says the Swiss make such good watches because they have time. For me, luxury is time.
The quality of our product will attract the high-end Middle Eastern clients, as will the fresh air and the weather in Leukerbad.
TTG: How do you think your training in art and architecture benefits your career and how often do you draw on the knowledge garnered from your studies? Many developers today have lost their creativity. I am in love with buildings and with creating new environments. Being an architect, you never stop working. Every day I face a new problem that I didn’t have before, and my training in architecture helps me to face these new problems. Art opens you up to colours, textures and matters. Designing luxury residences and accommodation requires a passion for aesthetics and the ability to tell a story through the design. TTG: Why did you choose The Ritz-Carlton as the operator of the five-star hotel at the 51º Spa Residences?
project is likely to draw these travellers to the destination?
POETRY OF LUXURY As Swiss Development Group (SDG) unveils details of its latest luxury hotel and residences property in the Swiss alpine village of Leukerbad, group CEO, SDG, Nicolas Garnier talks to Emily Millett about taking time to enjoy the finer things in life TTG: What is the long-term vision of the 51º Spa Residences project?
able to maintain this title once the project is up and running?
The vision, in time, is to provide luxury real estate to individuals, as well as a luxury resort hotel in a fantastic location for those looking to escape to a peaceful natural location. There will be a number of opportunities available to either rent, stay in, or in fact own a property, for any length of time which could range from just a one-night stay through to a permanent stay.
Once we are operating, Leukerbad will not remain a secret, but the project's exclusivity and the limited number of units on offer will mean it will remain an area restricted to only a few top-end clients. We are already making a noise about the area now that the project has been launched, and we are already seeing high demand both on a local and an international level.
TTG: You call Leukerbad ‘Switzerland’s best kept secret’. How much will the area be
TTG: Will you be targeting the Middle Eastern clientele and what aspect of the 51º
We started to work towards this particular market a couple of years ago. Now we go to all the trade shows in the region such as ATM, and our efforts are starting to bear fruit. The quality of our product will attract the high-end Middle Eastern clients, as will the fresh air and the weather in Leukerbad. On top of this, the Banya spa concept is perfectly suited to the Middle Eastern clientele, as it will be available for private group bookings and intimate occasions. TTG: 51º Spa Residences claims to offer true five-star luxury. What is your own personal definition of luxury and how much does the project tie in with your views? In the words of the French poet Baudelaire: “There, all is only order and beauty, luxury, calm and sensuous pleasure.” In my opinion, luxury can be appreciated in many different ways. My view, and the concept adopted by SDG is to deliver a product that can be adapted to anyone’s personal type of luxury. If you like ‘hightech’ luxury, you get it, if you prefer classic luxury, sitting by the fire with a cigar, you can also have it. We try to create the option to live any luxurious lifestyle and we want our luxury product to be accessible to everyone. My style would be a quiet and simple luxury, cutting logs for an open fire, enjoying a fine wine and eating good food. TTG: What does Switzerland offer the luxury traveller that sets it apart from the rest of Europe? Luxury in Switzerland is unique. There are several components that make it unique: the security, which makes us one of the safest countries in the world; its natural and beautiful environment; the warm welcome guests will receive; and the top quality service.
September 1 2011 • ttgmena.com
As luxury developers we are in the business of storytelling, and The Ritz-Carlton brand is a true master of telling stories through its properties. Cesare Ritz, the inventor of the modern palace and the founder of the brand, was Swiss himself and is from an area close by Leukerbad. This in itself makes a good story. We also wanted the whole project, including the hotel, to be alpine in its concept and The Ritz-Carlton was open to this idea. Another reason is that we feel SDG has a future as a developer in the Middle East and Russia and The Ritz-Carlton is a well-known brand in the Middle East. These are plans for the future. For now, we want to continue to build our routes in Switzerland, but if there are opportunities in Dubai or elsewhere in the Middle East, we would go for it. We would need to adapt our luxury concept to suit the Middle Eastern market though.
Biography Nicolas Garnier was appointed CEO of SDG in early 2008. He leads the company’s investment in and development of high luxury, landmark real estate projects, including five-star condominium hotels and luxury private residences in both Switzerland and abroad. Garnier has more than 20 years of experience in developing major resorts across France and Switzerland and further abroad. His experience in acquisitions, development and construction is complemented by an in-depth knowledge of finance and hotel operation. Garnier is based in Geneva at the SDG headquarters. He combines his training in art, architecture and science with a focus on the history of a property, to unify culture with financial success.