WINE TOURISM
The second Loisium wine resort opened in Austria in June 2012 with a hotel, wine bar, two restaurants and a spa
Loisium Wine & Spa Resorts & Loisium World of Wine Langenlois & Styria, Austria
T
he highly respected Austrian tourism visionary, Susanne Kraus-Winkler, defi nes the Loisium project as “a kind
of life experiment about creating emo- tional touristic products within low level tourism regions by using regional products, focusing on wine, and trying to create neighbourhood interaction in a very innovative form.”
Kraus-Winkler and her principal part- ners, the Nidetzky family, have curated a new hybrid lifestyle product that com- bines agriculture, tourism and culture, and that harnesses architecture and design as its driving force. This synthesis of wine and modern architecture is creating the platform for regional economic and tourism development. Their concept has been successfully piloted in Langenlois
Kraus-Winkler (right) worked with the Nidetzky family
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at the centre of Kamptal, Austria’s lead- ing wine growing region. Here, working with renowned American architect Steven Holl, the Loisium team have created a unique wine experience. Loisium opened in 2003, consisting of a Holl-designed vinotheque located in vineyards sitting above 900-year- old wine cellars owned by local wine producers. The winery adopted a col- laborative approach with these small producers, and the cellars are now open for guided tours and house art galleries, as well as the wine.
Above ground is a restaurant and shop, showcasing local crafts, food and wines; a place to meet local growers and a corporate meet- ing space. Today the Loisium World of Wine attracts 70,000 visitors a year.
Two years later, in 2005, the Loisium Wine & Spa
Resort opened. Another Holl-designed building, this €14.9m project consists of a four star hotel and a wine spa with an
outdoor pool overlooking the village of Langenlois and the World of Wine. The resort features avant-garde archi- tecture, locally-crafted furniture, unique contemporary art and the Vineyard Restaurant, with products sourced mainly from within a 30km radius. Buoyed by their success, the part-
ners and investors aim to create seven to 10 projects in other leading wine regions across Europe.
The Loisium Wine & Spa Resort at Ehrenhausen in Steiermark (Southern Styria), Austria opened in June 2012 and development is under- way on a third and a fourth project in Frankenland, Germany, and near Colmar in the Alsace region of France. Early discussions are underway for further Loisium schemes in Italy and Romania, as well as Switzerland, Hungary, Bulgaria and Spain. “Wine growers are traditionally inno-
vators, and the new generation of wine growers has realised the importance of connecting wine to contemporary life- style, architecture and design,” says Kraus-Winkler. “At Loisium we aim to harness these important trends.”
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