Curtain goes up on controversial new hotel for super-rich

A controversial 48-room hotel for the super-rich has been inaugurated in the resort of Zermatt. The glass building -- curiously named Into the Hotel - is the brainchild of local artist Heinz Julen (picture).

A controversial 48-room hotel for the super-rich has been inaugurated in the resort of Zermatt. The glass building — curiously named Into the Hotel – is the brainchild of local artist Heinz Julen (picture).

The hotel comes complete with revolving rooms and roof-top jacuzzis, but with the nightly rate reaching up to Sfr3,000, it is not where most people can afford to spend their ski weekends.

Julen describes his hotel as almost a factory because he has allowed much of its workings to be seen from the outside. These include a bar that can be moved upwards to a sunny terrace during the day, or brought down to the dining area in the evening.

Julen says his target clients are people who appreciate art. He says that instead of buying a painting or a sculpture, for a few thousand francs they can live an artistic experience in the hotel, where they will also have the opportunity to see some of his other work.

He dismisses criticism from those in his hometown who would have preferred a more traditional style of architecture, arguing that the building in no way betrays his roots.

From staff and wire reports