Sassan Behnam-Bakhtiar in Villa Santo Sospir surrounded by his own sculptures and the artwork of Jean Cocteau

When artist Sassan Behnam-Bakhtiar came across a 1960s film by Jean Cocteau, he was stunned to discover they were both addressing the same ideas in their work. Virginia Blackburn meets him to discuss his new exhibition – set in the Saint-Jean-Cap-Ferrat villa that’s full of Cocteau’s creations

Art is the international language: it speaks to the soul, not needing to utilise any mother tongue, and that communication is about to manifest itself in a major new exhibition in the south of France. It speaks across generations, too, to fellow artists and connoisseurs. And this is what happened when the French/Iranian artist Sassan Behnam-Bakhtiar chanced upon a video made in the early 1960s by Jean Cocteau entitled Jean Cocteau Speaks to the Year 2000. “It was an inspiration,” Behnam-Bakhtiar says. “He was talking about the same things as me: that humanity is on the wrong path. That it is too robotic rather than humanised. That the global system is against wellbeing and health. Jean Cocteau was talking about this in 1962 and saying, ‘Hopefully you guys will have opened your eyes up to it by now.’ And when I saw it, I thought, ‘Oh my God.’ And that’s how it started.”

Follow LUX on Instagram: the.official.lux.magazine

The ‘it’ he refers to is his latest solo exhibition: Oneness Wholeness with Jean Cocteau, housed in the beautiful and plush environs of Villa Santo Sospir at the southeastern tip of Saint-Jean-Cap-Ferrat, Cocteau’s home for over a decade. Saint-Jean-Cap-Ferrat is also where Behnam-Bakhtiar is now based. Following on from his recent highly successful Oneness Wholeness exhibition at London’s Saatchi Gallery from May to June this year, this follow-up is designed to carry on a dialogue with Cocteau, quite literally in some ways. Cocteau and his circle, which included Picasso, Matisse, Coco Chanel, Greta Garbo, Vaslav Nijinsky, Charlie Chaplin and Marlene Dietrich among many others, are very obviously the inspirations behind the work: Behnam-Bakhtiar has created two metres of sculptures of the historical figures who passed through the villa following Cocteau down to the beach. Does Behnam-Bakhtiar feel himself to be very much part of the tradition of the numerous artists who made this scorchingly beautiful part of the world their home? “Emotionally I’m very happy and excited to be here as a fellow French artist,” he says. “But it is also very upsetting because if Cocteau were here now he’d be so upset that we’re in an even worse state than we were when he made the video. These are the core values and beliefs in the work.”

The show contains a collection of mixed-media sculptures as well as a sound installation

In truth, although Behnam-Bakhtiar is often referred to as a French/Iranian artist, he is considerably more than that. Born in the middle of the Iran-Iraq war in the Parisian suburb of Neuilly-sur-Seine in 1984, the young Sassan lived in France until he was 10, after which the family returned to Tehran. The rest of his childhood was spent in the land of his immensely distinguished fathers – the artist can trace his heritage back to Iran’s ancient Bakhtiari tribe through his mother Firouzeh Bakhtiar-Bakhtiariha, while his great-grandfather General Gholam-Hossein Khan Bakhtiar (Sardar Mohtashem), was Iran’s minister of war. His grandfather Abdolhamid Bakhtiar was a Majles deputy, while the late Iranian Prime Minister Shapour Bakhtiar and General Teymour Bakhtiar were two of his great-uncles. Through his father, he is a descendant of the Qajar monarch Ahmad Shah. A stint at the American University in Dubai followed his time in Tehran, before moving back to France with his wife Maria Zakharchenko to obtain his MBA at the International University of Monaco.

This joint European/Middle Eastern influence has given Behnam-Bakhtiar an insight into both cultures and beyond: he prefers the description “citizen of the world without boundaries” and has spoken often of his desire to bring a new focus to work from the Middle East. Since springing on to the art scene in 2009, he has become a hugely successful international presence, with exhibitions all over the world and his works selling through Bonhams and Christie’s and other major auction houses. He has now set up the Fondation Behnam-Bakhtiar in Saint-Jean-Cap-Ferrat, as well as an art gallery in nearby Monaco, which shows Iranian artists alongside other international names. And he is very clear about the influence Iran’s artistic history has had upon his own work. “In terms of influence, the Persian cultural heritage is vital,” he says. “When I was a kid in Iran, I went around with a camera and a sketchbook, around all the famous cities in Iran – Shiraz, Isfahan, of course Tehran. I focused on all the architectural sites and they made me what I am today. There is a huge legacy from Iran.”

Read more: Adrian Cheng & James Corner are redesigning Hong Kong

But it is the new exhibition that has been engaging him of late. “Oneness Wholeness is a very personal body of work that started about seven years ago,” he explains. “I was going through a very difficult time in terms of my health and so I began to focus on energy, everything that connects us to everything, the universal language. This was merely a beginning, and at the start I couldn’t decide whether to put it in front of an audience as it was so personal.” The work ended up at solo show drawing on thousands of years of Iranian culture, employing ancient Persian motifs, patterns and landscapes to create huge mixed-media paintings calling to mind the Zagros mountains in south-west Iran that are still home to the Bakhtiari tribe. Now the work will progress further in the Villa Santo Sospir.

Behnam-Bakhtiar is based in Saint-Jean-Cap-Ferrat, where his new exhibition is taking place

However, Behnam-Bakhtiar is keen to emphasise that his vision is not based solely on the circumstances of his upbringing. “I do have two different cultural backgrounds,” he says. “But something within me has been present ever since I was a young kid back in Iran. I would look at the world and ask what is wrong with it on a human level. A seed was planted in me back then.”

Like so many before him, Behnam-Bakhtiar chose to base himself on the Côte d’Azur because of the extraordinary natural qualities of the area. “It is a very special place for any artist,” he says. “I chose to reside here because of the natural beauty, the light, the sea and the energy. In coming to France I was coming back home and it feels right – a person has to listen to a gut instinct. I was lucky to be able to feel these extra things.”

Read more: Caroline Scheufele on Chopard’s gold standard

Behnam-Bakhtiar professes to feel marvellous today, in marked contrast to the events of seven years ago that eventually led to the recent body of work. He is reluctant to go into too much detail, but explains, “I felt ill due to emotional pressure when a series of events led to my health deteriorating seriously. I started doing things such as Kundalini meditation in order to be able to find myself again. When I finally got out of the cage or trap, I wanted to tell the world about it. I talked to my family and friends and the work came about very naturally – it was not forced or planned, it just happened. Saatchi related to the values I was talking about and the same thing happened at the Jean Cocteau Museum. A lot of things are very wrong with our way of life and more people understand that.” This process of self-discovery has continued: last year Behnam- Bakhtiar opened his third eye, which entirely changed his take on life.

Back at Villa Santo Sospir, another element of the new exhibition is a sound installation, a literal dialogue between the two artists, as they will be talking to one another, their voices echoing through the beautiful building covered with the work of Cocteau. Behnam-Bakhtiar sounds as excited as a child when he talks about it. “I thought a sound installation was a very interesting idea,” he says. “Cocteau was residing here for years so he had a huge connection to the place. When I started to research his work, how he lived and what he did, this huge connection came about. The owners of the museum said, ‘This is too good a match.’ I’m very proud to be able to continue in his footsteps.”

Read more: Luxury swiss watch brand Hublot opens London flagship boutique

This is especially significant because Sassan Behnam-Bakhtiar will be the last artist to exhibit in the Villa Santo Sospir as it is in its current state. After the exhibition the villa will be closing down for restoration by the interior designer Jacques Grange, while the grounds will also be renovated by landscape architect Madison Cox.

But this exhibition, as with all his work these days, is informed with a mission to change the very way in which people think. “One of the biggest issues is for us as humans to understand that we are so much more than we think we are,” he says. “When I realised this, I changed as a human being. My DNA changed. We need to move forward, to be different, to live lives in a different way, to reach different levels of life. When you look at the world today, it’s very easy to get depressed, but you still need to live day after day with love and I apply that even to the people who hurt me. I used to be very angry with people who hurt and mistreated me, but you have to realise you must treat people with love. Things have been created to divide races and countries whereas we are all brothers and sisters really. Life is not about conflict.”

Behnam-Bakhtiar’s own health issues have had a huge bearing on this, of course. “I have been given a gift to live with a purpose,” he says. “Don’t forget the beauty of life. If you’ve had big health issues, you realise it’s silly not to walk on the beach and enjoy it. Anyone can be wise but you have to trigger that. My ultimate message from this exhibition is that you have to transcend as a human being. Understand you have to change life for the better. Stop being zombies. It is a spiritual revolution we are looking for now.”

Oneness Wholeness with Jean Cocteau runs until 30 September at Villa Santo Sospir

To view more artwork by Sassan Behnam-Bakhtiar visit sassanbehnambakhtiar.com or follow the artist on Instagram @sassanbehnambakhtiar

Villa Santo Sospir

The Villa Santo Sospir is placed, appropriately enough, on the avenue Jean Cocteau in Saint- Jean-Cap-Ferrat. This is where, according to local lore, Cocteau was invited to spend a week’s holiday by its owner, the socialite Francine Weisweiller, in 1950 and ended up staying for more than a decade. It was a wise move on her part: previously the interior was all whitewashed walls, but Cocteau asked whether he could draw the head of Apollo above the fireplace in the living room, and went on to cover the entire house with his art. For most of his frescoes, Cocteau was inspired by Greek gods and mythical creatures, but he also referenced images of the Riviera, such as fishermen and their nets. Cocteau called it the “tattooed villa” and later said: “When I was working at Santo Sospir, I became myself a wall and these walls spoke for me.”

Famous artists of the Riviera

With its beautiful scenery, extraordinary light and pleasant climate, the French Riviera has long been a draw for famous artists. Cézanne was the first to arrive in the 1880s, but many others soon followed: Claude Monet, Henri Matisse, Edvard Munch and poor, haunted Vincent van Gogh, who was based in Arles. Pierre-Auguste Renoir moved there for the light and bought a home in Cagnes-sur-Mer, which he turned into a studio for his Impressionist paintings. Chagall lived in Saint-Paul de Vence, as, briefly, did Picasso: it is said that he stayed at the Colombe D’Or hotel and traded paintings for meals.

Watch Jean Cocteau Speaks to the Year 2000, the short film that inspired exhibition:

Photographer, body positive activist and model Emma Breschi. Image courtesy of Models 1

LUX contributing editor and model at Models 1, Charlie Newman continues her online exclusive series, interviewing her peers about their creative pursuits, passions and politics

Charlie Newman

THIS MONTH: 25-year-old model Emma Breschi has only been signed to Models 1 for two years, but has already graced the pages of Vogue Italia and starred in the Vivienne Westwood AW17 campaign. She is also a body positive activist and photographer. Charlie speaks to Emma about life behind and in front of the lens

Charlie Newman: Firstly lets talk about your childhood. You moved to England in 2010, but grew up in Thailand. What was that like?
Emma Breschi: I’ve had a very multi cultural up bringing, I’m half Italian and half Filipino. However, I was born in Switzerland, have lived in Malaysia, and for the most part Thailand. Growing up in Phuket, which is one of the bigger islands of southern Thailand, was literally a dream. As a kid, you couldn’t ask for a more perfect place to grow up. To me, it was paradise, and throughout my youth I lived as a total beach bum! There really is nothing like living by the sea, surrounded by some of the world’s most beautiful beaches. I was spoilt! I miss being by the ocean, but the truth is England has some incredible beaches too. I pretty much just moved from one island to another. I do miss Thailand, and it will always have a place in my heart. It was my home for a very long time, but I am happy that I moved over to the UK when I did. I’m not scared of change and experiencing new things, for me, that’s very important.

Follow LUX on Instagram: the.official.lux.magazine

Charlie Newman: What struck you as the biggest difference socially and culturally between life in Thailand and in England?
Emma Breschi: There wasn’t much difference. I was still the same person, I just had to adjust to living in a new country where everyone spoke English! Making new friends couldn’t have been easier. I found it funny at my new school that everyone would refer to me as “the American girl” because I had the accent. So it was interesting explaining my background to people and “what I was”.

Image courtesy of Models 1

When I started my A Levels, the fact that I could study photography as a core subject was a shock! I had no idea how to take photos properly, but I was so eager to learn. I really enjoyed art and story writing, so for me, photography combined the two. When I moved to England, I really made it my mission to become a really good image maker and storyteller. I had no idea where it would take me, but it has led to some incredible experiences!

After my A-Levels, I assisted a great photographer for a few years, Jean Philippe Defaut, who taught me a lot about reportage photography. I then went travelling alone for a few months to photograph whatever or whoever I came across. I went to Hong Kong, Spain, Croatia and Norway. Then with that [portfolio], I applied to LCC to study Documentary Photography (because it was my dream to shoot for National Geographic), but they rejected me – I was heart broken! I had another interview lined up with LCF, but I had no fashion in my portfolio whatsoever so I knew my chances of getting in were slim, but for some reason, I did.

Fashion opened my eyes to a whole new world and to an interesting way of creating imagery. It was and still is so exciting for me! I truly believe that things happen for a reason… After I graduated from LCF, I was scouted to be a model (which I never thought I’d end up doing) and now I’m working with some of the fashion industry’s most influential and creative minds! It’s incredible how life turns out sometimes…

Read more: Sassan Behnam-Bakhtiar’s mesmerising art opening on Cap Ferrat

Charlie Newman: You’ve shot for the likes of Hunger magazine, Malone Souilers, Puma and Dr Martens. How easy was the transition from behind to in front of the camera? Did you feel like you had something to prove or did it make it easier to understand?
Emma Breschi: For me, I think modelling and photography go hand in hand. I have learnt so much about photography working as a model, and I think understanding the different roles and jobs that are involved when creating an image or story is so important. You couldn’t have a final product without the team behind it, so respecting, understanding and even educating yourself about the different people involved is so important! You couldn’t make a fashion image without your models, photographers, stylists, make-up artists, hair stylists, designers, set designers, assistants and producers. Each and every role is so vital in the creative industry. We have to understand each other because we need one another to create magic. I honestly think becoming a model has made me a much better photographer.

Instagram: @emmabreschi

Charlie Newman: Many high profile photographers have recently been shunned from the industry due to sexual allegations being raised against them. How do you think the industry can better protect their talent and prevent people from abusing their power in the future?
Emma Breschi: Well the truth is we have no control over what other people do or say sometimes so I always say we need to be the one in control of ourselves and the choices we make. And it is most definitely ok to say “NO!” There is nothing wrong with saying “NO!” I think we are getting better at communicating and we have access now to various safe platforms where we can talk to one another, advise, discuss and have respectful conversations about what is right and what is wrong. I think in the past, we were told to be quiet or else! It’s all about respect and it’s time to educate one another on what that word really means.

Charlie Newman: Do you have any personal experiences of overcoming this?
Emma Breschi: I’ve worked with some very talented people who have showed nothing but kindness and respect towards me. However, not every job is like that, which is normal. I don’t mind someone being a little rude or angry, at the end of the day that’s not really my problem and I never take petty things like that personally as long as they’re respectful. I have had experiences, where people (both men and women) have been very disrespectful to me in this industry. Treated me like I wasn’t even human. I always remain professional on the job, but if you go out of your way to emotionally abuse or inappropriately engage with me, don’t expect me to be quiet about it. Put some respect on it!

Read more: New levels of sophistication in Ibiza Town

Charlie Newman: As a model myself, I often struggle to pave my way through the weird and wonderful world of social media, but you are a shining example of someone who has nailed it. I check your feed regularly and I am always inspired by your wit, body confidence, fearless approach to taboo subjects and brutal honesty. Your fan base are extremely loyal (me included!) – what message would you like to put across to them?
Emma Breschi: I am humbled by anyone who takes the time to listen to all the smack I talk and weird things I get up to. I just hope that I’m putting a smile on people’s faces!

Instagram: @emmabreschi

Charlie Newman: When you put such a strong voice and image out there you’re inevitably going to be faced with criticism. How do you deal with the haters?
Emma Breschi: If you’re putting your own opinion and thoughts out there, you have to accept that not everyone is going to agree or be on the same wavelength as you. That’s life. I can’t control what people say or how they react towards me. I’ll read it and be open to having a discussion or conversation about it, but if you’re just screaming angry words that really has nothing to do with me. It’s a reflection of the person’s own problem or issues that they might have with themselves or whatever. So I won’t waste my energy or cry over something a complete stranger types on my Instagram. Simply: block + delete.

Charlie Newman: You’re frequently praised as a positive body campaigner. Does feeling beautiful and happy with your body come naturally to you, or is it something you’ve had to work on?
Emma Breschi: I haven’t always been confident in myself! Growing up, you experience all kinds of things that might bring you down, but that’s just life. Without the challenges I wouldn’t be the person I am today. I  woke up one day and decided that I wouldn’t let those things stop me from moving froward. You have to acknowledge that you have no control over what others might say or do, but you have the power to chose how you deal with it. I have learnt to accept that I can’t please everyone, but I can please myself. I’ve learnt to let go of the self doubt and allow myself to be happy with who I am and who I choose to be.

Charlie Newman: When you’re out of the public eye, what do you do to stay grounded?
Emma Breschi: I spend my days out in nature with my dog or go surfing. I love having time alone.

Charlie Newman: What future projects do you have lined up?
Emma Breschi: I’m doing some self portraits now for a few designers which is really exciting! I’d really like to do more of that, combining my own creative work as an image maker with my modelling.

To view Emma Breschi’s photography visit: emmabreschi.com 
Instagram: @emmabreschi

Chelsea FC players Ross Barkley, Marcos Alonso, Olivier Giroud and David Luiz with Hublot CEO Ricardo Guadalupe (middle) cutting the ribbon to mark the opening of Hublot’s London flagship boutique

Monday night saw the official opening of Hublot’s flagship boutique on New Bond Street

Celebrities and fashionistas lined the pavements of New Bond Street in the early evening to celebrate the opening of Hublot‘s first flagship in London and 92nd international store. The store replaces the brand’s previous shop, at the Northern end of the same street, which was run by the watchmaker’s former UK partner Time Products Luxury and owned by Marcus Margulies. Together with four Chelsea FC players, Hublot’s CEO Ricardo Guadalupe cut the ribbon.

Follow LUX on Instagram: the.official.lux.magazine

Guests admired the glossy interiors and Pop-Art paintings of the brand’s iconic Big Bang watches whilst Chelsea players signed an illustrated map charting the route from their Stamford Bridge stadium to the Hublot boutique – a gift to mark the extension of the club’s partnership with the brand for another three years.

British model Lara Stone

Ricardo Guadalupe and Olympic athlete Dina Asher-Smith

Read more: Caroline Scheufele on Chopard’s gold standard

Those attending included Lara Stone, Dina Asher-Smith, Amy Jackson and English cricketer Nick Compton. Celebrations continued late into the night with a champagne reception and dinner at Beck in Brown’s Hotel.

The interiors of Hublot’s New Bond Street boutique

Actress Amy Jackson

England football manager Gareth Southgate

Adam Mcnamara, Jack Lowden and Oliver Proudlock

The Hublot Flagship Boutique is located on 14 New Bond Street, London W1S 3SX. For more information on the brand visit: hublot.com

Caroline on the red carpet of the Cannes Film Festival closing ceremony in May this year

Caroline Scheufele is co-president of Chopard, the Swiss jeweller and watchmaker that has been run by her family for more than 150 years. As head of the women’s collections and fine-jewellery range, she has made the Cannes Film Festival a dazzling stage for the brand’s showbiz ambassadors to display a new range of bespoke creations every year. Her time running the company has seen the rise of the Chinese market and the emergence of social media. LUX Editor in-Chief Darius Sanai visits her at Chopard’s Geneva HQ to discuss doing business in Beijing, how to keep innovating and how the best ideas come in the rain

LUX: We just looked at the atelier where you create your individual pieces, and what struck me was the creativity and ‘anything goes’ style of these one-offs. Is Chopard becoming more creative or has it always been like this?
Caroline Scheufele: I think Chopard has always been known for being one of the most creative in the watch and jewellery market. But over the years there has been a big evolution – especially over the past 10 years when I started to introduce the Red Carpet collection that we release annually in Cannes. We started with the 60th anniversary, so crazily enough I said we will make 60 special pieces, and every year we add one, so we are now up to 71.

Follow LUX on Instagram: the.official.lux.magazine

A Red Carpet Collection necklace

It’s a big challenge for the workshop. Over the past 10 years there was a big evolution and maybe even revolution within high jewellery because we started to work a lot with titanium and even now ceramic and aluminium, and you get a completely different finishing look than if you only work with gold. Personally, I love to wear big earrings and that’s why we started a lot with titanium because normally big earrings are very heavy because of the gold, and the worst thing is when you sit at a dinner and you see a woman taking off her earrings on the table because they hurt.

That’s also the practical side of it, if you use titanium – like on the big orchids in this year’s collection – they are like feathers. And now we can colour the titanium, which we can’t do with gold. When we started my father said, ‘What are you doing?’ I said, ‘It’s not written anywhere that diamonds have to be set in gold.’ It’s just historically always been done like that.

LUX: You were inspired by your recent travels?
Caroline Scheufele: Yes, I travel a lot. I just came back from two weeks in China which is always very inspiring. And there are a lot of things you can pick up in ancient architecture or colours or music. But there is not a given moment when you say, ‘OK, today I’m going to sit down and be creative.’ It doesn’t happen like that. But it often happens when I travel which is good because I always come home with ideas and you always need new ideas. I love architecture. I think if I would not have been doing what I do with the family I probably would have gone into architecture.

Emerald and diamond earrings (above) and necklace from Chopard’s Red Carpet collection

LUX: When you are travelling, do you have to force yourself to go out of the usual itinerary to get to the inspirations?
Caroline Scheufele: I fight with my team because this time, for example, I was two days in Xi’an, an old capital of China where they had the first Emperor, and very close to the Terracotta Warriors. I said, “No matter what, I am going there. Please put these two hours into my programme.” And like always my team say, “Ah no, no but you have to do this…”. I mean, I was in China five times last year and I still haven’t seen the Great Wall.

Read more: Entrepreneur Adrian Cheng & landscape architect James Corner are redesigning Hong Kong

LUX: For the Cannes unique pieces is it really carte blanche? You create whatever you want and clients will buy them?
Caroline Scheufele: It’s pretty much carte blanche. We do have a theme, but otherwise anything goes.

LUX: Do you worry they won’t get sold?
Caroline Scheufele: No… we have a very nice group of clients who are very attached to the brand and they get to see them pre-Cannes. And then we may have other customers who want the pieces but we only make one of each.

Caroline sketching the palme d’or design

A Red Carpet Collection bracelet

LUX: China has gone from zero to biggest market in the world in the past 15 years. How have you established yourselves as the brand with the power that you have over there? Because they didn’t know Chopard previously.
Caroline Scheufele: We started with some agents and now we run China ourselves, we have our own office in Shanghai and another in Beijing and a big one in Hong Kong. First it was more about watches but now the Chinese have discovered branded jewellery. We have our Chinese ambassadresses and when they wear something, the next day it can be sold out. They are very celebrity-driven so it’s a lot about social media. China is also so big. When you go to a city like Beijing, it’s 22 million people, almost three times Switzerland. The dimensions are so different. Last time I met a very nice successful lady, who runs a family business, but they have 320,000 employees – that’s the whole city of Geneva!

LUX: You have to visit China in person, right?
Caroline Scheufele: Yes, they appreciate meeting the family. They like the personal interaction. We had an exhibition at a luxury fair in Hainan, and we printed a book in Chinese. I gave it to a lady and the next morning she knew everything in the book, she had read the whole thing, which probably wouldn’t happen in America.

LUX: Is the perception of luxury changing in China?
Caroline Scheufele: Certain brands were very popular in the beginning when China opened up, and now certain people in the Chinese elite are going for smaller brands because it’s more chic or less widely seen. I met a very interesting professor from Beijing University who was giving some background on China, about how things change quickly. Within the past three years, 100 million people moved from poverty into the middle class but in the next six years it will be 300 million more. They set themselves goals and visions and they really do them.

Cate Blanchett wearing Chopard creations at this year’s Cannes Film Festival

LUX: Are consumers around the world less loyal to brands and is that a problem?
Caroline Scheufele: It’s not a problem, it’s an opportunity. It’s also stimulating for us to be more innovative and more creative. And fast.

Read more: Parisian designer Jacques Garcia on creating spaces for seduction

LUX: Is speed an advantage because you’re a family company?
Caroline Scheufele: It’s an advantage because if something is urgent we can make things quickly because everything is in-house. Also we can stop something and say, ‘Now we make this engagement ring because their engagement is the day after tomorrow.’ Which in other companies is more complex. They have [to get] 10 people’s signatures before they even start the design, and we’ve already made the piece.

LUX: Have tastes changed around the world in the past few years?
Caroline Scheufele: Yes, jewellery has become more democratic in a way, how women wear it. So, mixing colours, mixing shades of gold. With a beautiful diamond ring you can also wear it with jeans, you don’t need to have only the long dress to go with it. So I think yes, it has changed.

Lupita Nyong’o in Chopard at this year’s Cannes Film Festival

LUX: I might have this completely wrong as an outsider, but it seems to me that jewellery used to be made by men and bought by men for women, and you’re a woman and your customers are women.
Caroline Scheufele: Women and men. Both. I sometimes call men and say, ‘Your wife’s birthday is coming up, I hope you didn’t forget it!’ But yes, previously jewellery was always something that you expected to be given as a present. Whereas certain women spend easily, they go shopping for designer clothes and they spend $10,000, $20,000 without a problem, but to buy yourself a beautiful diamond ring was not so much on the menu. I think now a lot of women are independent, they make their own money, they also buy their own jewellery, they might still be married but they sometimes go, ‘Ah, this is new?’ ‘Yes, I just bought it for myself.’ The behaviour of buying has changed, also with the advent of e-commerce.

Actress Celina Jade also wearing Chopard at this year’s Cannes Film Festival

Caroline with Jacky Ickx and her brother Karl- Friedrich Scheufele at Cannes

LUX: Is that going to become more and more important?
Caroline Scheufele: We have to work with both. I still like magazines, I’m not somebody who can read a book on iPhone. I still like the touch of paper, but maybe I’m not this very young generation… I still think there is a difference. A lot of people get information first online and then they go to the destination, physical shopping. So, the digital side is important. How you present your company. I think there will always be stores. But the stores today have to be much more of a lifestyle experience. The people who sell have to be better. It’s not good when the client knows more about diamonds than the salesperson.

A Red Carpet Collection necklace

LUX: Do clients care about your decision this year to only use Fairmined products?
Caroline Scheufele: I think it definitely appeals a lot to the younger generation because they are much more alert, today, about the planet, about sustainability and responsibility. The other day I had lunch with a friend and the son came in. We were talking about tennis shoes and he said, “Mummy no, no, no, you cannot buy this brand. It’s not good because they use kids.” And the mother said, “Ah.” The little one is six years old. So there is much more information and I think we all have to take care of the planet, we cannot just wait for the next generation to clean up.

LUX: You met the miner who mined the diamond you bought from Botswana, the Kalahari Diamond. Is the female empowerment element important for you?
Caroline Scheufele: It is important. And what was the beauty of the Kalahari is that a woman found it and it was on a Sunday. For me this was a unique experience, because I really followed everything from A to Z – from the mine to the cutting to the design. And then obviously we presented, we made the presentation in Paris and we invited the lady who found the stone to the presentation. And she had never been out of the village, so they had to get passports and visas, and she came with her son and then they went to Versailles. They were there one week, and in Versailles the son said, “Is this ice?” because it was the first time he had seen snow. So that, it was nice, it was actually nice.

LUX: Do you get inspiration for your next ideas in unlikely places?
Caroline Scheufele: Yes, I do. Once, we had rented a boat and we were very unlucky because it basically rained for the whole week, so what do you do? You watch movies, you read, you go and eat, you read more, you listen to music. And I was looking around, thinking, ‘How important the sun is!’ And your mood is down, and that’s when I had the idea of doing the Happy Sun collection. I designed it in the rain.

View Chopard’s collections at: chopard.com

The K11 Musea retail complex forms part of the Victoria Dockside development

Entrepreneur Adrian Cheng and landscape architect James Corner are transforming Hong Kong with a multi-billion dollar development plan. Leading architecture writer Mark C O’Flaherty reports

Every city wants its own High Line. Designing an urban park that sits cheek by jowl with super-prime real estate is a difficult task, and the benchmark is the 1.45-mile-long repurposed structure that runs north from the once run-down – nay, degenerate – Meatpacking District in Manhattan. So, when Adrian Cheng (son of Hong Kong billionaire Henry Cheng and executive vice chairman of real-estate behemoth New World Development) was looking for someone to transform the world-famous but tired TST waterfront area of the Kowloon Peninsula into a 21st-century destination for recreation, he turned to James Corner of Field Operations. Corner is perhaps the world’s most celebrated landscape architect right now – the man behind the engineering of the High Line, as well as the new Domino Park on the Williamsburg waterfront in Brooklyn. After six years of work, Kowloon’s Victoria Dockside – which has already taken significant shape and is scheduled for completion late next year – looks set to offer a new gold standard for urban planning.

Follow LUX on Instagram: the.official.lux.magazine

“The High Line was an epic success,” says Corner, without any hint of a self-congratulatory tone. “It is much-loved by people from all over the world.” At the same time, he sees the High Line as something unique to its Manhattan context, flanked by landmarks and the neighbourhoods of the Meatpacking District and Chelsea. It can’t, he believes, be duplicated. “Every city does seem to want its own High Line,” he says, “but other cities should better evaluate and imagine how public spaces can be designed for them that are authentic to, and resonant with, their own contexts. With the Hong Kong project, all we did was simply amplify the power of the existing context – improving accessibility, designing places to sit and linger, and provide shade. The new design will recall many characteristics of the old TST, while pointing ways forward to its future.”

The Mount Pavilia residential complex is part of New World Development’s Hong Kong portfolio

Corner first visited Hong Kong in the 1990s, the decade that saw sovereignty handed from the UK to China. If there was any worry that the handover would stem growth on the island, it was misplaced – this continues to be an electrifying hub of culture and commerce, developing at an incredible rate. Corner started work on the US$2.6billion, three-million-square-foot New World Development project in 2012, and has been visiting every 10 weeks since then. “The city has always appeared vibrant and cosmopolitan to me,” he says. “But even more so in recent years, especially now that it is actively shaping public access and space around the harbour front, investing in new cultural facilities, and prioritising liveable, walkable and sociable city space.”

Corner’s waterfront design includes lots of shaded areas

For years, the Avenue of Stars on the Kowloon waterfront has been on every tourist’s list of must-dos in the city. The statue of Bruce Lee here has been photographed as much as the light show that bursts into to life across the skyscrapers of the CBD on the other side of the harbour. But, as waterside thoroughfares go, it’s hardly up there with the pleasures of the Southbank Centre in London or Sydney Harbour. It was never somewhere you’d want to linger – particularly when heat and humidity hit typically intolerable levels. “We have improved access to shade with numerous trellises, trees and other canopies,” explains Corner. “The experience will be richly varied, fun and engaging – it is social, global, spectacular and at the same time humanising, fun and special.” Looking at renderings of it from above, it mixes inside and outside elements with graphic élan. It will redefine the look of the city.

Read more: Bruno Schöpfer, Managing Director of the Bürgenstock Selection, on the future of luxury hospitality

One of the many things that makes this project so different from other urban park commissions with which Corner has been involved, is Adrian Cheng, an art patron and gallerist as well as a developer. He has a unique fluency in the language of urban culture. While there’s already a fully operational 15-floor limestone-and-bronze office tower at the new Victoria Dockside (Mizuho Bank and Taipei Fubon Commercial Bank were two early adopters of the space), and a revenue-spinning hotel and shopping complex with a glass corridor at the heart of the masterplan, there will also be a sunken amphitheatre with curved glass walls surrounding it, and a constantly changing collection of public art on view. One of the first pieces to be installed when the project is finished next year will be Elmgreen & Dragset’s Van Gogh’s Ear – a swimming pool turned upright, deep-end down, originally installed at the Fifth Avenue entrance to the Channel Gardens at Rockefeller Center in New York City in 2016. It will, inevitably, be photographed with the same fervour as the Bruce Lee statue.

The 15-floor K11 Atelier office building is already open

The aforementioned shopping complex has its own cultural agenda. Christened the K11 Musea, it takes its name from the K11 Art Foundation that Cheng founded in 2010, and which he continues to head. Like the new Whitney in New York, it has incorporated numerous terraces into its design, which stops it looking like a hermetically sealed institution. Instead, the green layered spaces that punctuate the elegant, rounded architecture bring human and plant life to the skyline. The K11 retail complex will host live music, exhibitions and numerous other cultural events according to Cheng who, in addition to his cultural responsibilities in Asia, sits on the board of the Museum of Modern Art PS1 in New York and is a member of the International Circle of Centre Pompidou.

Hong Kong entrepreneur Adrian Cheng

“Adrian is a true visionary and inspiration,” says Corner. “He is of course a developer and his primary business is development for both retail and lifestyle, but his passion is art and culture, so he works very hard to bring richly textured practices of art and culture to his development projects. This is why he is so passionate about the outdoor public spaces – these are not simply frontages to his development, but more active platforms for social life, for civic engagement, public participation, art and culture. His vision is civic, generous and inclusive.”

Read more: Why you should be staying at the Park Hyatt Paris-Vendôme this September

Cheng’s other developments include The Pavilia Hill (pictured here) and Skypark rooftop clubhouse (above)

Landscape architect James Corner

As far as the dynamic of the public outdoor spaces of the new Victoria Dockside goes, there are valid logistical parallels with the High Line. “Like the project in New York, it is tightly dimensioned,” explains Corner. “But we were still able to provide spaces to sit, gather and look at views, and plantings to provide colour and shade, as well as water features and lighting for dramatic effect and art for social enrichment.” The two projects also share an issue in terms of the choice of the greenery. By its very nature (being essentially a raised, elongated platform), the High Line had a very thin allowance for soil. “We used a planting palette that is robust and attuned to those kinds of conditions,” he says. “The same is true in Hong Kong, where we do not have ample soil, but we do have stress from sun, heat and typhoons – so again we needed a careful planting palette with adequate maintenance and oversight.” The result will look perpetually fresh, green and inviting.

One may wonder for a moment, in a global city where every square inch has to wash its own face financially, what the quantifiable value of recreational space is. At a time when you can shop online and choose to work remotely, it may in fact be priceless. Traditional urban office and retail space is undergoing a global reboot, and Victoria Dockside is a particularly stylish example of the phenomenon. It offers a profoundly pleasurable experience. “Cities are economic machines,” says Corner, “and the new Victoria Dockside significantly improves economic value, while at the same time enhancing public space experience for everybody. Parks, squares, gardens, courts, terraces, promenades, waterfronts and so on, are fundamental to improving the liveability, sustainability and social equity in our cities. These are investments that only add value. It is a win-win – a transformation for both the economy and the people.”

View more of James Corner’s projects at: fieldoperations.net
Learn about Adrian Cheng’s K11 Foundation: k11artfoundation.org

L’oscar is named after and inspired by writer Oscar Wilde. The hotel sits in the heart of London’s historic literary neighbourhood Bloomsbury

Jacques Garcia is the master of decadent design. His portfolio includes the likes of Hôtel Costes in Paris, La Mamounia in Marrakech and NYC’s NoMad. Now the French designer is bringing a touch of Parisian style to London with luxury boutique hotel, L’oscar. He talks to LUX about Oscar Wilde,  alluring atmospheres and the importance of low lighting

LUX: How did you come up with the concept from L’oscar? What’s your creative process like?
Jacques Garcia: Although I’ve had many proposals to do concept design projects in London, L’oscar is only my second public project in the city after Ronnie Scott’s. What particularly seduced me about this project is the fact that the building has a history, it was a former [Baptist Church]. I had to think of ways to work with the structure of the existing building and its history, whilst incorporating modernity through colours and fabrics.

Follow LUX on Instagram: the.official.lux.magazine

So for the decor, I imagined that I was Oscar Wilde. Twenty years ago, I created Hotel des Beaux Arts, where I imagined Oscar Wilde’s last bedroom when he was living in Paris. I imagined it as if he lived in a very nice apartment, although in reality he was very poor at the end of his life. I was interested in showing the paradox of the writer’s glory and achievements, and the way he was treated by people for his personal convictions at the time. I returned to the story of Oscar Wilde for this hotel because he is someone that I am continually drawn to – the name of the hotel, of course, is in his honour: L’oscar (the Oscar).

Jacques Garcia in L’oscar

LUX: Did the building present any design challenges?
Jacques Garcia: Yes, it was very difficult to work with and it took a long time. It was like doing a hotel in New York. London and New York are two of the most difficult cities to for hospitality projects, especially when you’re working with buildings that are listed or historical. But when I like a project, I’m like a kid and even if it takes 9 months, I still love it at the end.

Read more: Wandering Paris with Moynat’s Artistic Director, Ramesh Nair

LUX: Why do you think Parisian style is so desirable?
Jacques Garcia: For a very simple reason: no one ever speaks about the sexiness of the London girl, but everyone always talks about the sexiness of the Parisian girl. This is because the Parisian girl is an attitude, whereas there’s a certain rigidity to the English and also an elegance that the French don’t have. But the English, in my opinion, are missing the attitude. That’s the allure.

LUX: You once said that “before everything, I am a creator of atmosphere.” How do you go about creating an atmosphere?
Jacques Garcia: Personally, I am not a big fan of public spaces. I am very lucky to have an extraordinary house and friends who have extraordinary houses so in my personal life I have no real reason to go to public spaces like a hotel – unless it is to meet and to be seduced by people. People go to public places meet other people, and for me, that’s the starting point when considering atmosphere. I create places where people can meet and seduce. That begins with choosing comfortable chairs, the right lighting. People look better in dim light, always.

LUX: Your designs often incorporate opulent fabrics – where do you source your materials?
Jacques Garcia: I used a lot of fabrics in L’oscar particularly, but since the peacock was the emblem of Oscar Wilde, I wanted to utilise that pattern and used special fabrics sourced from England and France. Mixing colours, especially unusual colours, was very important for me in this project, which is difficult to do, if you do it wrong, you risk the design becoming kitsch. It’s a very thin line, much like a haute couture collection – sometimes it can just work, it can be incredible and sometimes it doesn’t.

Read more: Sassan Behnam-Bakhtiar’s mesmerising art opening on Cap Ferrat

LUX: How much of a consideration is sustainability when designing?
Jacques Garcia: I recently went on a trip to Saudi Arabia. I was in the middle of the desert and there was air conditioning, but a natural system of air conditioning that was used in the old desert houses of 12th century: windows! And of course, the way the house was structured to keep it cool. The projects I work on are different to this. For example, I use a lot of fabrics. Think of my older hotels like the Costes or the NoMad. People are coming into those hotels from 7am to 3am, they are using the seats for working or socialising 20 hours a day and so the fabric wears out and you have to change the upholstery. In that way, it’s not really sustainable. I would love to be more sustainable, but there are also regulations I have to consider such as fire. Plastic treatment on silk is unfortunately mandatory. To use real silk or real corduroy would be more ecological, but unfortunately we have to have the fabrics treated. I hope that businesses will integrate sustainability into their day to day operations once the project is complete. L’oscar, for example, have started by avoiding the use of plastic straws.

The walls and ceilings of the Café L’oscar are lined with mirrors, gold panels, and original art.

LUX: Which hotel design(s) are you most proud of?
Jacques Garcia: As well as L’oscar, my favourites are The Mamounia and La Réserve in Paris. My house, the Chateau du Champ-de-Bataille, is also one of my favourites!

LUX: And can you tell us about your upcoming projects?
Jacques Garcia: I have a hotel opening soon in Singapore, a private house in Rome, there’s a hotel in Rome as well. There’s a very big hotel in Doha. Private residences in the Gulf. A new NoMad has recently opened in Los Angeles. There are a lot of projects going on!

LUX: What’s your favourite city in the world?
Jacques Garcia: Paris. Why? Because the Parisians.

L’oscar opens in Bloomsbury, London on 17th September. To make a booking visit: loscar.com
To view more of Jacques Garcia’s work visit: studiojacquesgarcia.com

Sassan Behnam-Bakhtiar’s sculptures stand alongside Jean Cocteau’s murals in Villa Santo Sospir

Last week saw the private view and opening of French-Iranian artist Sassan Behnam-Bakhtiar’s latest exhibition. LUX Editor-in-Chief Darius Sanai was entranced.

The mesmerising Villa Santo Sospir on Cap Ferrat in the south of France, once home to Jean Cocteau, played host to Sassan Behnam-Bakhtiar’s private view of his Oneness Wholeness with Jean Cocteau exhibition; LUX was privileged to be invited.

Follow LUX on Instagram: the.official.lux.magazine

The villa itself is something of an anomaly on Cap Ferrat, perhaps the swankiest real estate spot in Europe. Walk down the steep drive from the little road (just around the corner from the Four Seasons Grand Hotel du Cap Ferrat) and you are transported into the 1950s. No bulletproof glass or architect-designed pavilions here: just a low-rise villa, its gardens festooned with bougainvillea and bamboo, and, inside, walls decorated with intricate murals by Cocteau himself.

Those attending included Lily Cole, Richard Biedul, Nathalie Emmanuel, Kiera Chaplin and Jo Wood.

From right to left: Natalie Rushdie, Maria Behnam-Bakhtiar, Sassan Behnam-Bakhtiar, Melissa Tarling, Richard Biedul and Nathalie Emmanuel

Kate Slesinger, Sassan Behnam-Bakhtiar and Darius Sanai

Tyrone Wood and Jo Wood

Guests were scattered through the cosy living room, onto the terrace, down the stairs on another garden terrace, and on a final, lowest level near the sea, but the stars of the show were Behnam-Bakhtiar’s sculptures (which also adorn one of the special covers of this issue of LUX magazine) and a soundtrack which featured Cocteau himself, present among us.

Sassan Behnam-Bakhtiar with Nathalie Emmanuel

Silhouettes of guests merge with Sassan Behnam-Bakhtiar’s sculptures as the sun sets

As a storm cleared and the sun set over Cap d’Antibes and the Massif de l’Esterel in the distance, the melancholy and joy of Behnam-Bakhtiar’s creations added an extra note to the end of summer in an area that has inspired artists for generations. Who knows, perhaps its the start of a new life for the Cote d’Azur as an artistic hub, generations after the likes of Picasso, Matisse, Van Gogh, Cézanne and Dufy were mesmerised by the light, shapes and people here.

Oneness Wholeness with Jean Cocteau runs until 30 September at Villa Santo Sospir

The Park Hyatt Paris-Vendôme is located in the luxury heart of Paris

Why should I go now?

Any number of reasons: visiting Fashion Week; dropping by some dealers ahead of next month’s FIAC art fair; a series of meetings after a long, quiet summer; visiting the Franz West show at the Pompidou; or just dropping into the world’s most beautiful city now that the summer crowds of tourists have gone home and the real Parisians are back.

Follow LUX on Instagram: the.official.lux.magazine

September can still hold some promising weather in Paris; on a warm evening, you will crave a calm, quiet, chic courtyard in the heart of the city, and nobody does this quite as well as the Park Hyatt Paris-Vendôme. Here, sheltered from any traffic noise, we love to pick at some sashimi while sipping at a glass of chilled Puligny Montrachet from the excellent 2012 vintage.

Sens restaurant serves a seasonal menu using regional products

What’s the lowdown?

The Park Hyatt Paris-Vendôme is in the luxury heart of Paris, just off Place Vendôme, a diamond ring’s throw from the Rue St Honoré (where, among much else, you will find the global flagship and home of Hermes’ saddlery atelier and the original store of luxury leather goods super-brand Moynat); yet its interior architecture conjures up tranquillity and space. Whiz upstairs from the cleverly interconnected, classical-contemporary series of rooms on the ground floor (surrounding that courtyard) and you are in a kind of uber-townhouse, with super-chic bedrooms.

Read more: Geoffrey Kent on taking his business from Kenya to the rest of the world

We love it also because the Park Hyatt has a perfect blend of different types of luxury, and nobody else in Paris does it better. The courtyard has modern Parisian grandeur; the service is contemporary cool, not too formal, but also beautifully efficient; and it feels like it could be nowhere else.

La Terrasse restaurant serves cocktails and antipasti in the hotel’s courtyard

Getting horizontal

Get a room with a courtyard view; you feel like you are in a modern version of a Molière play. We loved the Asian-inspired bathroom, and the eclectic room service menu.

Flipside

The Park Hyatt is perfectly located for the Rue St Honoré and the offices and sights around the Place Vendôme, and the Louvre/Beaubourg area. But if you need to be up near LVMH HQ or around Avenue Montaigne in the 8th arrondissement, it’s a 10 minute taxi ride.

Rates: From €1,169 ( approx. $1,350/£1,050)

To book your stay visit: hyatt.com/en-US/hotel/france/park-hyatt-paris-vendome

Darius Sanai

Perched on top of a mountain, the Bürgenstock Hotel boasts unparalleled views of Lake Lucerne

Bürgenstock is the most ambitious resort development in European history, a spectacular complex of luxury hotels, spas, contemporary restaurants and a high-end medical clinic perched on top of a mountain overlooking Lake Lucerne in Switzerland, on the site of a historic hotel and developed at a cost of 550 million Swiss francs by the Qataris. LUX Editor in Chief Darius Sanai speaks to Managing Director Bruno Schöpfer about the challenges and delights of creating something on a scale never done before

Bruno Schöpfer

LUX: Bürgenstock is not just about creating something for now, it’s also a vision of the future in many aspects. How did that come about?
Bruno Schöpfer: That’s a big question! First of all, the Bürgenstock Resort has a past, so it’s not something created from scratch. When I took over the whole development, I created a slogan called the ‘future has a past’ and, as an example, we held an exhibition with historic elements and future elements in order to show not only the press, but also internal people working on the project that we will honour the past. We want to protect our heritage because one day these global visitors will want to visit us to see not only our clear mountains, our air, our lakes, but also to see our history.

And then of course we wanted to recreate the stories about all the famous visitors such as Mahatma Gandhi or Audrey Hepburn (who lived here for 12 years). What great stories to have and to build on for the future. We have included all of these elements in the development of the resort.

Follow LUX on Instagram: the.official.lux.magazine

Another important element is food and beverage, especially for Asians, [for whom] food is immensely important. At breakfast they talk about what they want for lunch and at lunch they talk about what they want for dinner. So the food element is key to the resort. We tailored it to our future visitor markets. Not that we wanted to forget our Swiss.We know the Swiss are also well travelled and will enjoy Spices restaurant with its Chinese, Indian, Japanese, Thai cuisine, and they will enjoy Sharq, the oriental restaurant with Lebanese mezze and Persian grills. All of these elements together, I think, are a cocktail for success. The resort, as the largest of the developments in Switzerland, is what we call the beacon – in German we call it the leuchte – to bring visitors to Switzerland.

LUX: How did you choose the brand name for the emerging group?
Bruno Schöpfer:  We have three historic brands: the Schweizerhof, the Royal Savoy – which, in my opinion, has the biggest potential for international development because it is unique – and of course the Bürgenstock brand. Again, it is very much a Swiss brand – it has been in place for 145 years – and we decided this would become the umbrella brand for the properties.

A Deluxe Lakeview Room at the Bürgenstock Hotel

LUX: Is there potential for expanding the brand beyond Switzerland?
Bruno Schöpfer: There is potential, but for the last ten years we have been focusing on conceptualising and renovating these wonderful assets – we’ve spent one billion Swiss francs on them – and I think the next focus should be to market these globally. And then as a next step yes, I can see an expansion, but one step after another. Now we have established, next is to market it globally and then, yes, there could be an expansion.

LUX: In the past F&B was more incidental to the hospitality concept in Europe, whereas here the restaurants are really a destination in themselves, with their own identity. You didn’t bring other brands in to run your restaurants – what was the thinking behind that?
Bruno Schöpfer: My passion is F&B. I started off my career as an F&B manager in famous hotels such as Mandarin Oriental Bangkok and in my spare time, my hobby is to look at amazing hotels and restaurants. Because of that knowledge, I’ve met and worked with some amazing talent. I basically felt that we would be able to manage with our own global talent. We do have one association and that’s with Marc Haeberlin, who has a three Michelin-star restaurant in Alsace and is the consultant chef at RitzCoffier. We very much put a focus on absolutely great talent. I myself have worked in Thailand, Malaysia and the Philippines; the executive chef/culinary director worked in the Philippines, Thailand, Switzerland and the US.

Read more: New levels of sophistication in Ibiza Town

LUX: You’ve created a new dining concept in each of the locations – was that with an eye to the future market?
Bruno Schöpfer: That’s a very good question. If a Swiss goes on holiday to China, after one week he is looking for his Swiss sausage salad. Today’s international traveller from, let’s say, China or India, is no different. After a couple of days, they want their authentic, national cuisines. We know that in Switzerland there are very few really good oriental restaurants. So the key to our success will be to create many cuisines in the hotels in which we operate. I know very well that these markets will change and develop, and before long – especially the Chinese and Indian markets – they will become a lot more sophisticated, and the need for their cuisine will always be there. We always have the future markets in mind. And we’re not surprised that we’re seeing a Swiss liking for such cuisines; the Swiss are a big travelling nation and you see them in all the markets. For them, it’s very emotional if they can eat a good Thai, Japanese or Indian meal here at home.

Spices Kitchen & Terrace overhangs Lake Lucerne with an open kitchen

LUX: What’s the difference between creating Bürgenstock as a resort and creating Bürgenstock the brand?
Bruno Schöpfer: One advantage is that the brand goes back 145 years. It was once a great brand, but a lot of people will agree it is much easier to reenergise a brand than to create one. We are not a large company here who can put hundreds of millions of dollars behind the creation of a brand. We made the decision with the Schweizerhof, the Savoy and Bürgenstock to keep the historic branding; they have a following and a history. It’s all about brand protection and brand management. If you start a new brand it can be quite a challenge just to be registered. We have succeeded with ours because they have been in the market for so long, all of them. But now it’s a matter of how we reload and reenergise them, because a brand is only as good as its content.

LUX: Is Bürgenstock a reason to come to Switzerland for your many of your guests who otherwise wouldn’t? Are they coming here instead of going elsewhere?
Bruno Schöpfer: I think Bürgenstock should become a reason for people to come to Switzerland. We compete when it comes to the inter-continental travel market for travellers’ time. We need to give an international traveller enough attractions, or what I call ‘wow’ factors. It’s all about ‘wow’ today. We want people to come to our resort, pull out their phone and send a WhatsApp picture to their friends. They call it mouth-to-mouth advertising. We want that to happen.

We want to create not one USP, but many USPs, and if you look around here in the resort, you see lots of ‘wow’ factors. Is it the spa with the infinity pool 500metres above Lake Lucerne? Is it the Spices restaurant overhanging the lake and with its amazing open kitchen? Is it the health and medical wellness facility? There are lots of ‘wow’ factors. The reason is very simple. We want the people who visit us for a restaurant to be so impressed that next time they will stay here three days. And we can see that happening right now – it’s high season and we have a lot of Middle Eastern traffic. Most of the people who check-in extend their stay. Just yesterday I had someone staying for two nights who extended his trip by another two nights because, he says, ‘I cannot see it all in two days, I need four!’

The infinity pool at the Alpine Spa, 500 metres above Lake Lucerne

LUX: You’ve been in the luxury travel industry for a while now. How has luxury travel and the leisure traveller changed over the last twenty years?
Bruno Schöpfer: The biggest change happened, in my opinion, with 9/11. From then on we’ve been seeing a lot more private air travel. Here we have the great advantage of a private air strip and four helicopter pads, so we’re seeing more people arrive by private planes and helicopters. Another change is that people are having more holidays. The historic holidays of people staying in the resort for two weeks are now less common. When it comes to our Bürgenstock Hotel and the Palace, the average stay is two or three days.

LUX: Are travellers’ demands higher now?
Bruno Schöpfer: As a whole, yes, demands are much higher. I would say that in the luxury sector generally service has improved. We are a lot more customer-oriented than in the past. Social media and online rating systems put everyone on their toes and make it more demanding, because people can read about it for themselves on Google. But I think the key has to be employing talented people who are interested and passionate about what they do. I always say I’ve never worked a day in my life. In other words, you have to have fun. If you’re not having fun then what are you doing? If it’s not fun then it’s really boring. We need more people who really enjoy what they’re doing, and I think here we offer a surrounding that gives you that. But of course it’s a tough job…I don’t want to glamourise it. It’s a tough job with high occupancies, full restaurants and lots of check-ins and check-outs. If you don’t enjoy what you’re doing it would be difficult.

Read more: Sassan Behnam-Bakhtiar in conversation with Jean Cocteau

LUX: You’ve been open a year now – what have been the greatest challenges?
Bruno Schöpfer: How long do we have? First of all it was a challenge to just get everything ready. When you’re building thirty buildings all to a certain standard, with high interior design specifications, you need to have an amazing team and really passionate people around you. You need to communicate well with your builders. There are so many elements that have to come together from all over the world: marble from Italy, case goods from China…it’s a fantastic logistical masterpiece. And of course you have delays. When things are not there you have to be creative and know how to overcome a certain shortcoming.

Another challenge is the defects: when you take a building into operation it looks great, but you flush a toilet or have a shower for the first time and you realise there are a few issues that you need to fix. That’s normal for building projects. These rectifications are very strenuous and time-consuming because they involve not one but sometimes half a dozen parties. That’s challenging.

The silent room at the Alpine Spa

Another challenge for us is the weather. When we have wonderful weather we have perhaps three times more visitors than when we have bad weather, and the implications of that can be tremendous in both cases. You might have full fridges, but the weather is less good so you have less day visitors. But then you might suddenly have wonderful weather and you have three times more visitors than expected. We had amazing weather in September, so when people heard the resort was opening we were flooded with thousands of people. That put a lot of strain on the team and the restaurants, all of which were not yet used to the operation.

There’s also training and retaining staff. The fact is, when you hire a team, not everyone will stay. Twenty percent might leave because they don’t like the job, or you don’t like them, and so you need to re-recruit. So that was basically the first year. But the main challenge besides the usual delays of construction and the defects was the tremendous level of business we had. We opened with full hotels, full restaurants and that has been quite a challenge.

Read more: Wendy Yu on building bridges between the East and the West

LUX: The resort must require a big team – how do you find your staff?
Bruno Schöpfer: There is a staff issue in Switzerland. We have a big pharmaceutical industry and a banking industry; in other words, we have many competing industries with tourism. Fifty percent of our graduates from École hôtelière de Lausanne, my alma mater, join banks, the famous food companies. So, how do we bring 700 people to work here? One strategy from day one was to build at least two hundred staff rooms in the resort to provide convenience for staff members. We now have 200 staff members who live in the resort, so we provide them the fantastic convenience of walking five minutes to work. No commuting – that’s one way to bring staff here. People who are interested and passionate about the industry love to work with such an amazing brand because it’s great for their CV. The chefs love to work here because we are not a boring Swiss restaurant. Young people find this a very interesting and enriching resort to work in. They can learn. When it comes to these great restaurants we needed specialists from these countries. In Switzerland we have very strict labour restrictions, so we couldn’t hire someone from Thailand without a labour permit. We had to obtain what are called third-country permits to hire people from Iran, Lebanon, India, Thailand, China and Hong Kong, who bring the authentic know-how of these cuisines to us. We don’t want to create fusion food, we want to create original dishes. To achieve this we need the right employees.

LUX: We have a lot of readers and friends who historically will go for their detox weekends to Lanserhof or Merano; will this be an alternative?
Bruno Schöpfer: We would love to be an alternative, but we are also aware that we cannot create that in twelve months. You’ve actually just touched on a business I’m very passionate about. I have visited – although I don’t look like it – every place under the sun when it comes to the likes of Lanserhof and Merano, and when I created the concept of the resort in 2008, I asked myself what the next big thing in Swiss tourism was. Nowadays every hotel has residences, ballrooms, the traditional spas. We must be able to take advantage of the reputation of Swiss medical treatments. The King of Saudi Arabia comes to Geneva for medical treatments, the ruler of Doha flew in after he broke his leg for treatment in Zurich, we have a lot of Chinese who come to Switzerland for what we call the ‘sheep’ treatment [a treatment involving the injection of stem cells from sheep]. So there is a lot of history and outstanding medical treatment here in Switzerland.

When we developed this concept I had the help of a doctor and I created a medical advisory board. We basically looked at five business segments which we have now developed. One segment is what we call the medical recovery where people recover from musculoskeletal operations and cancer treatment. But we are not a hospital and we don’t want to be one because that is a totally different investment. We don’t want to be in competition with hospitals – there are plenty of operating theatres in Switzerland – we want to work with hospitals. So the rehabilitation section is where people are rehabilitated after they have been operated on in surrounding hospitals.

The outdoor pool at the Waldhotel Spa

We have a detox and weight-loss segment. There is also a basic need for the medical check-up, not a ‘hocus-pocus’ one but a proper medical check-up which analyses bone, muscle and fat density, hormones, etcetera. Another special element is psychosomatic rehabilitation, which I approached from a business point of view. Together with cancer, burnout is the fastest-growing condition in the population, especially in a place like Switzerland where we are all in the tertiary sector and under immense pressure to deliver. Burnout is prevalent. This is big business for us – sorry if I call the wellbeing of others a business – but we have a facility here which is pristine, where you can have a perfect sleep in the perfect surroundings, with green mountains and fresh air where you can recharge your batteries. We are in a fantastic location to do this. That is one of our other areas of expertise. The last one is all to do with anti-ageing, because people want to look better. I hate the word anti-ageing – we call it ‘better ageing’ – but it’s everything about skin and looks. We have Dr Jalili, a very good dermatologist, and of course botox is a part of it all too; that’s basically what the Waldhotel offers.

At the end of the day, the resort is a one-stop shop in one place and in two days you can do a total medical check-up on the spot. It’s very efficient.

LUX: Where will Bürgenstock the brand be in 10 years?
Bruno Schöpfer: I’d love to see another couple of hotels. I hate to say ten hotels in ten years…I don’t believe in that. I’d much rather see two or three hotels that are just right rather than growing for the sake of growing. Let’s just do it right. A good brand needs to develop in its own time. It’s also very difficult to recreate a place like the Bürgenstock Resort. It’s unique.

LUX: That was my next question – how will you find anywhere else, is there anything else like this?
Bruno Schöpfer: There could be, there could be. But one has to look very carefully. It’s difficult to find a place with this amazing history, this privileged location, these amazing buildings and atmospheric hotel village. But never say never..

For more information on the resort and facilities visit: buergenstock.ch