Moving Forward, Looking Back

He gestures towards the Loro Piana fabrics adorning the sofas and walls, each element thoughtfully selected to create a serene ambiance enriched by the soft, calming lighting.

It’s no surprise that the man at the helm of one of the world’s most renowned hotels is looking so pleased. The unveiling of the hotel’s new extension this winter 2024/25 season, the result of seven years of meticulous planning, marks a milestone in the hotel’s storied history.

Designed by acclaimed architect-designer Antonio Citterio of Milan-based ACPV (Antonio Citterio Patricia Viel), the new Serlas Wing has 25 luxurious rooms and suites and a stunning penthouse. Located directly across the street, a private tunnel seamlessly connects the new annex to the main building, allowing guests to move with ease to and from the main building.

“The new accommodation elevates the guest experience by offering them  something different: private, residential-style accommodation that resonates with current luxury trends,” he explains, seated on the suite’s curvy B&B Italia sofa. “With only 25 rooms, the Serlas Wing feels exclusive, secure and comfortable, like an extension of home, offering a sumptuous space that feels like a personal sanctuary of wellbeing. The easy-going ambiance is perfect for relaxation and reflection.” 

If guests crave more excitement, they do not have to go far. “The Palace has always been a sparkling social hub, a place for fun and connection with others,” he says, looking over to the main building. “If you are staying in the Serlas Wing and you have a sudden desire to be sociable, you can just pop over and enjoy the bars, restaurants and live music in the main building. We’ve crafted a luxury experience at Badrutt’s that beautifully balances personal space with the renowned vibrancy of the hotel.”

Luxury redefined

Luxury travel journalist Lane Nieset reflects on her exclusive experience staying in the Serlas Wing

When a hotel becomes a second home, the place you visit with your family each winter, there’s comfort in consistency. The red-capped valets whisking your luggage into the Rolls-Royce. The pianist serenading Le Grand Hall during apéritifs, expansive arched windows framing snow-capped peaks glowing in the distance. Rooms exuding Old World glamour, accented with touches of pinewood and plush velvet. It’s hard to fathom staying in a different style suite at Badrutt’s Palace, let alone an entirely new wing.

Contemporary can take on a variety of meanings, but at a hotel such as Badrutt’s Palace that celebrates the Golden Age of Travel, I was curious to see how it would usher in a new era while remaining faithful to its rich past. The key, I learned as I was whisked up in the elevator of the new, six-storey Serlas Wing, is embracing your locale – which is easy to do if you’re sleeping in a room that looks straight out to the neo-gothic castle standing proudly across the street.

Stepping into a suite, you can practically smell the soothing locally sourced oak, a natural element that adds a layer of warmth and invites the outdoors in. Walnut-coloured wooden planks stretch across the ceiling in a style reminiscent of Japanese minimalism, an aesthetic that pairs beautifully with the natural stone floors and cream wool fabric-lined wall panels from Loro Piana, the luxury Italian house known for sourcing rare, extra-fine merino wool. 

Bvlgari Hotels immediately come to mind, a fitting comparison since Italian studio ACPV Architects was behind those properties as well. But the Serlas Wing feels less hotel, more lived-in penthouse. The suites’ expansive living rooms are designed in a way that invite you to sit and linger a while – which is exactly what I did, wrapped up in a plush robe, sipping a glass of wine while reading a book and watching the snow falling in the distance.