Creating a new members’ club in the heart of St Moritz.

St Moritz has a long history of exceptional hospitality. Our brief was to create a new private members’ club that could feel at home within that world, while offering something distinctive for a new generation of members.

We joined the project at its earliest stage, when there was little more than a remarkable site and an ambition. Set in the centre of St Moritz, the former post office building was to become a multi-level members’ club bringing together dining, drinking, entertainment and late-night hospitality under one roof.

Our role was to define what that club should be; from the central concept and positioning through to the membership model, brand, spaces and experience.

We began by looking at St Moritz itself: its history, international audience, seasonality and the particular rituals that shape life in the mountains. The opportunity was not to create another traditional Alpine club, but something that understood its setting while feeling relevant to the people spending time there today.

From there, we developed the concept and commercial proposition, considering who the club was for, why they would join and how it would fit into their lives in St Moritz. The experience was considered in the same way. Each part of the building was given a clear role; from an all-day lounge and restaurant centred around an open kitchen to a more intimate bar and spaces designed for music, events and late nights.

Alongside this, we developed the interior design and brand direction, working through guest experience, spacial layouts, naming, narrative and positioning to establish a world that could connect the different parts of the club without making the experience feel overly prescribed.

The result was a complete hospitality concept developed from the ground up: an idea with a clear audience, commercial model, membership proposition and experience, ready to move into design and delivery.

In collaboration with: The Edit Bureau, Kate Levenstein & MANNER