V-ZUG Inspirations Magazine - Magazine - Page 88
THE SWISS WAY TO WELLBEING
86
Long before the concept of the wellness retreat existed,
Thomas Mann set an entire novel inside a place devoted to
health and rest, and to some extent steeped in hedonism.
Though medical in purpose, the Davos sanatorium in The
Magic Mountain already contains many elements we now
associate with wellness culture: ritualised time, isolation, and
an almost aestheticised approach to care.
Today, Davos is remembered less as the setting for Mann’s
sanatorium and more as the annual meeting place of the
world’s economic power-players at the World Economic
Forum. But history and time do, however, play a role. “Trust,
in the Swiss sense, is less about reassurance and more about
credibility earned over time,” states William Haëntjens, independent consultant in the beauty and wellness industry. “That
trust comes from a cultural preference for precision, discretion, and long-term commitment.”
What is usually referred to as typically Swiss, almost to the
point of cliché, seems to be what fascinates consumers around
the world when they opt for a beauty or wellness product
made in Switzerland. The same applies to Swiss destinations.
Speaking about Therme Vals, one of Switzerland’s most
iconic wellness retreats, 7132 Hotels General Manager Katrin
Rüfenacht explains that “the Swiss mountain hamlet where
THERME VALS
Designed by the award-winning
Swiss architect Peter Zumthor,
Therme Vals is a bath complex
built above the thermal springs in
Vals, Switzerland. Completed in
1996, it stands as a masterpiece
of contemporary architecture. A
sanctuary dedicated to the bathing ritual, the monolithic building
crafted from rough concrete and
blocks of Vals quarzite enters into
dialogue with its natural surroundings. The architectural elements
are essential – just mountains,
stone, and water, brought together
to create a complete sensory
experience. Therme Vals is part of
7132 Hotels.
we are located, the region and local influence play a vital role.
It is our priority to create an immersive experience that lets
guests delve into life in Alpine Switzerland as authentically
as possible.”
Local consumers, however, approach wellness brands and
destinations differently: not as a luxury or as a temporary
escape, but as part of their everyday life. For destinations, this
is closely linked to the pervasive presence of nature. With
70% of the country’s territory occupied by mountains and the
proximity of the Alps, wetlands and forests to urban centres,
hiking in nature or skiing are part of everyday life year-round,
not saved for holiday time, and three out of four people in
Switzerland regularly practise sports, especially outdoors.
“While we are aware that a stay at 7132 often means breaking away from one’s everyday routine, we try to promote a
consistent approach to wellbeing,” Katrin Rüfenacht continues. “Staying at 7132 doesn’t mean completely changing your
everyday habits. All of our team members try to encourage
a sustainable lifestyle and, more importantly, a feeling that
guests can take home with them.” On sustainability, Haëntjens confirms that, in his experience, for Swiss consumers it is
not a bonus or a positioning tool – it is simply the norm. “Cultural mindset creates awareness, regulation sets the baseline,
