Seven years in the making, Viceroy Hotels and Resorts’ European debut was worth the wait – taking full advantage of its awe-inspiring setting in the Serbian Kopaonik mountain ranges, three hours’ drive of Belgrade.
Designed by Wimberly Interiors, with architecture and landscape architecture by its sibling studio, WATG, the destination offers an immersion into Serbian history and culture while staying true to Viceroy Hotels and Resorts’ global, eclectic, high-end, high-octane residential thread. Taking the time to deeply understand the context of brand and place, Wimberly Interiors was able to envisage an outcome that was both new but familiar – apt for a launch into a new market, and the first five-star offering in a much-loved destination.
Featuring textural stone, ice-like glass, furs, rich embroidery, local Serbian oak and hammered metals, the hotel’s overall design concept juxtaposes natural, softer and harder materials, evoking a sense of alpine living and opulence. Speaking to the location through scale, perspective and distance, each detail was chosen for its ability to create a feeling hyper-personalization and intimacy – from the custom-designed chandelier which mimics the icicles of the cooler months, to the wood behind reception replicating the forest and, upon closer inspection, the mountains.
Upon arrival, guests are greeted with stunning views of the mountainside, while a timber-clad library adjacent to the lobby invites guests to sit by the fire and peruse one of the many books. An eclectic art collection adorns the wall, featuring local and international artists and new commissions in the public areas.
Three restaurants look out towards the mountains and ski slopes in the cooler months – or an abundance of greenery in summer. Floor-to-ceiling glass walls frame the views, taking full advantage of the scenery and creating an atmosphere akin to an opulent yet lively mountain family home rather than a hotel.
In the guestrooms, a balance of industrial and classic design is inspired by the idea of a timber box – with layers of wooden textures and cerused oak millwork creating a cozy yet elevated setting. Horsehair-wrapped headboards, locally patterned textiles, woolen drapes, sofas edged in traditional Serbian lacework, and vintage ski photography from the region provide a softer edge and balance.
The resort’s spa – the only full-service luxury spa in Kopaonik – embraces the thermal aspects of wellness. Deep, dark and almost cavernous, the space is a warm cocoon with textural materials focusing on the play of light, resulting in a peaceful engagement of the senses.
Adding a glamorous West Coast vibe to the Kopaonik region’s largest ski resort, the year-round destination features ski-in/ski-out and services such as valets, a full-service spa, indoor and outdoor pools, and an assortment of culinary options.